????蘋果（Apple）產(chǎn)品總是定價極高。【當(dāng)每有評論人士指出，蘋果電腦的市場份額低于PC制造商時，史蒂夫?喬布斯總是把蘋果比作電腦界的梅賽德斯-奔馳（Mercedes-Benz），借此予以反駁?！楷F(xiàn)在的問題是，目前蘋果公司在智能手機(jī)市場所占的份額已經(jīng)頗為驚人，價格更低廉的iPhone手機(jī)能否使公司更進(jìn)一步？部分分析師給出了肯定的回答。

????伯恩斯坦研究公司（Bernstein Research）分析師托尼?薩科納吉最近的報告指出，未來五年，智能手機(jī)市場規(guī)模將擴(kuò)大一倍以上，達(dá)到14億臺。雖然到2014年，蘋果iPhone手機(jī)的銷售額可能增長40%，但該研究公司認(rèn)為，如果蘋果不推出價格更低的iPhone手機(jī)，它的市場份額必將受到擠壓。

????但這樣一來，是否會打破蘋果一直以來的高定價政策呢？答案是未必。

????托皮卡資本市場公司（Topeka Capital Markets）分析師布萊恩?懷特認(rèn)為，對蘋果而言，中國蘊(yùn)含著巨大的機(jī)遇。雖然公司在中國已經(jīng)取得飛速發(fā)展，但目前它忽略了一個巨大的群體：沒有大筆可自由支配收入的中國普通消費(fèi)者。懷特稱：“蘋果不一定要推出100美元的智能手機(jī)。但我認(rèn)為，它可以推出200美元左右的手機(jī)，其中既有諸如蘋果緩存等內(nèi)在功能，又有蘋果一貫的美感，再加上它的新奇，肯定會大受歡迎?！?/p>

????【關(guān)于蘋果在中國的歷程，請參考《財富》雜志（Fortune）近期封面故事《蘋果能不能攻下中國？》】

????當(dāng)然，蘋果的舊機(jī)型目前已經(jīng)在以低折扣銷售。在美國，iPhone 4合約機(jī)可以免費(fèi)獲得，iPhone 4S則為99美元。理論上而言，這些設(shè)備在海外的銷售情況肯定無法與新機(jī)型相比。原因很簡單，不論是在令人驚嘆的浦東蘋果商店或是其他較為普通的店鋪，消費(fèi)者都想要最新、最棒的手機(jī)。

????如果要在同一價位的舊機(jī)型和所謂“新”機(jī)型之間選擇，用戶肯定會選擇后者。人總是會有點(diǎn)“喜新厭舊”。而且，通常情況下，買一部智能手機(jī)算是很大的一筆開支，所以買最熱型號才夠有面子。而針對特定目的設(shè)計的更低價iPhone手機(jī)則能滿足這種要求。

????懷特這樣解釋：“蘋果有很多途徑來這么做，iPad Mini就是最好的例子。接下來，針對iPhone手機(jī)，他們也可以這樣做?！?/p>

????譯者：劉進(jìn)龍/汪皓

????Apple has always priced its products at a premium. (Steve Jobs was fond of comparing Apple to Mercedes-Benz when commentators pointed out the Mac relatively low market share compared to mass PC makers.) The question now is, does a cheaper iPhone model make sense to boost the company's formidable smartphone share even further? Some analysts argue yes.

????According to recent report by Bernstein Research analyst Toni Sacconaghi, the smartphone market will more than double to 1.4 billion units during the next five years. And even though Apple (AAPL) is poised to see iPhone sales grow 40% on average through 2014, the research firm argues Apple will likely lose market share if it doesn't bring out a lower-priced iPhone.

????But wouldn't doing so clash with Apple's history of premium pricing? Not necessarily.

????Brian White, an analyst at Topeka Capital Markets, says there's real opportunity abroad in China for the company. Although Apple has gained tremendous momentum there, the company is currently overlooking a huge chunk of the population: the average consumer in China that doesn't have a huge discretionary income. "Apple doesn't need to have a $100 smartphone, but I think if you had something priced $200-ish-type range that had the cache of Apple, the aesthetics of Apple, and the newness, it would sell there," says White.

????(For more on Cupertino's odyssey in China, check out Fortune's recent cover story Can Apple win over China?)

????Of course, Apple already sells older iPhone models at deep discounts. A U.S. customer can pick up an iPhone 4 with contract for free and an iPhone 4S for $99. In theory, these devices wouldn't sell nearly as well abroad as a new model for one simple reason. Customers -- whether they're shopping in the breathtaking Pudong store or somewhere more prosaic -- want the latest and greatest.

????Made to choose between an older model or a so-called "new" model at the same price point, users will spring for the latter. People like "new." What's more, because a smartphone can often be an individuals one big expense, there's a certain amount of pride in purchasing the hottest device. A purpose-built cheaper iPhone would be just that.

????White puts it this way: "There are ways to work around it, and the iPad Mini is the perfect example with what they could start to do with smartphones and the iPhone."