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Apple has long had a playbook for iPhones, its most important product: Keep rolling out bigger, faster and more expensive models.

对于其最重要产品iPhone，苹果早已制定了一个策略：不断推出更大、更快、更昂贵的机型。

On Wednesday, it repeated that strategy by introducing another round of iPhones that are — you guessed it — bigger, faster and more expensive. The model with a 6.5-inch screen, the iPhone XS Max, is Apple’s biggest iPhone ever and will start at $1,100. (And, yes, its name is a mouthful.) Last year when Apple debuted its iPhone X, the starting price was $1,000.

周三，苹果再次采用了这一策略，推出了又一轮iPhone——你猜对了——更大、更快，也更贵。拥有6.5英寸屏幕的iPhone XS Max(是的，它的名字有点拗口。)是苹果有史以来最大的iPhone，起价1100美元。去年苹果推出iPhone X时，起价为1000美元。

More notable, perhaps, was how much Apple is now evolving its smart watch into a clearly health-related device. The company showed off a new Apple Watch with an electronic heart sensor approved by the Food and Drug Administration. That could lead to new implications for health care — and prove to be a major selling point for a device that has played second fiddle to the iPhone.

或许更值得注意的是，苹果现在正在将他们的智能手表发展成一种明显与健康相关的设备。公司展示了一款新的苹果手表，其电子心脏传感器获得了美国食品和药物管理局(Food and Drug Administration)的批准。这可能会对医疗保健产生新的影响，并成为这款一直充当iPhone副手的设备的主要卖点。

The largest-ever iPhone

史上最大的iPhone

Apple on Wednesday unveiled the iPhone XS, a premium model with a 5.8-inch screen, and the iPhone XS Max, with a 6.5-inch screen, its biggest-ever smartphone. The company also showed the iPhone XR, an entry-level model with a 6.1-inch screen.

本周三，苹果发布了iPhone XS，一款有5.8英寸屏幕的高端机型，以及有6.5英寸屏幕的iPhone XS Max，苹果史上最大的智能手机。该公司还展示了入门机型iPhone XR，屏幕尺寸为6.1英寸。

The XS models are generally sped-up versions of last year’s iPhone X. Apple emphasized the phones’ advanced processor, durable glass and so-called Super Retina OLED display with a wide color gamut.

几款XS机型基本是去年iPhone X的加速版。苹果公司强调这款手机拥有先进的处理器、耐用的玻璃和所谓的超视网膜OLED(Super Retina OLED)显示屏，能显示广泛的颜色范围。

The iPhone XR will come in white, black, red, blue and yellow, and is just as fast as the XS models. It has a single-lens camera, unlike the XS models, which have dual-lens camera systems. And it uses LCD, a less expensive screen technology than the OLED used for the XS, and the casing is made of aluminum, unlike the stainless steel that the premium phones are composed of.

iPhone XR将有白、黑、红、蓝、黄四种颜色，它的速度和XS机型一样快。和XS机型不同的是，它有一个单镜头相机，而不是XS机型的双镜头相机系统。它使用的是LCD，一种比用于XS的OLED更便宜的屏幕技术。XR机型的外壳是铝制的，不像高端手机所使用的不锈钢。

It’s obvious why Apple and other phone makers like Samsung keep enlarging their phones: Phones with bigger screens are selling well. When presented with the choice between a small phone and a bigger one, most people will go with the latter. That’s similar to how just about everyone wants a big-screen TV.

苹果和三星等其他手机制造商一直把手机做得越来越大，原因很明显：屏幕更大的手机卖得好。面对小手机还是更大的手机，大多数人会选择后者。这就像每个人都想要一台大屏幕电视一样。

But for mobile phones, there are trade-offs. For one, the larger phones are more difficult to use with one hand. With last year’s 5.8-inch iPhone X, it was difficult to reach your thumb across the screen to type a keystroke or hit a button inside an app.

但对于移动电话，也需要折衷。首先，较大的手机单手使用更为困难。用去年推出的5.8英寸iPhone X手机时，把拇指伸过屏幕，在应用程序中输入一个按键或点一个按钮是很困难的。

The larger screens raise an important question about design. Will Apple do much in the near future to improve one-handed use?

大屏幕带来了一个关于设计的重要问题。在不久的将来，苹果会在改进单手使用方面做得更多吗?

When Apple’s screen sizes started growing with the iPhone 6 in 2014, the company released a software shortcut, called Reachability, through which users can tap the home button twice to lower the top of the screen and make it easier to reach buttons up there. That feature still exists for the new iPhones, but the lack of a home button makes it more difficult to use — instead of double tapping the home button, now you swipe down from the bottom of the screen.

2014年，随着iPhone 6的推出，苹果的屏幕尺寸开始变大，该公司推出了一种名为“可达性”(Reachability)的软件快捷方式，令用户可以通过点击Home键两次来降低屏幕顶部的位置，使够到上面的按钮变得更容易。新款iPhone仍有这一功能，但由于不再有Home键，这一功能变得更难用了——现在你需要从屏幕底部向下滑动，而不是点击Home键两次。

Bigger, faster and pricier. Where have we heard that before?

更大，更快，更贵。我们以前在哪里听说过?

As Apple has made its phones larger and faster, it is also charging more for them. The company said the new iPhones would start at $750, $1,000 and $1,100. The starting prices last year were $700, $800 and $1,000.

随着苹果把手机做得越来越大，速度越来越快，它给这些手机的定价也越来越高。该公司表示，新款iPhone起价为750美元、1000美元和1100美元。去年的起价是700美元、800美元和1000美元。

It’s a tried-and-true strategy for the company to milk a product line that has saturated the market; Apple said Wednesday that it had shipped nearly two billion iPhones and iPads.

对该公司来说，靠一条已经市场饱和的产品线来盈利是一种可靠的策略：苹果公司(Apple)周三表示，它已经售出了近20亿部iPhone和iPad。

Unit sales of the iPhone were about flat in the latest quarter compared with a year earlier, but iPhone revenue rose 20 percent, to $29.9 billion. Something else that rose 20 percent? The average selling price of the iPhone.

与去年同期相比，iPhone上季度的销量基本持平，但iPhone营收增长了20%至299亿美元。那是别的什么东西上涨了20%?iPhone的平均售价。

By going bigger, Apple is trying to grow not just by raising prices but also by getting customers to use their devices even more. Research shows people with larger smartphones use them more, particularly to watch movies and play games.

通过把手机做得更大，苹果不仅在试图靠提高价格来实现增长，还在试图靠使消费者更多地使用其设备来实现。研究显示，拥有较大智能手机的人使用手机的频率更高，尤其用来看电影和玩游戏。

That’s good for Apple. A central part of its strategy is to get existing iPhone owners to pay for more services on their phones, like Netflix and HBO. For each subscription bought via its App Store, Apple takes a 30 percent cut for the first year and 15 percent for each subsequent year. That bet seems to be working: Apple’s services revenue rose 31 percent to $9.55 billion in the latest quarter.

这对苹果来说是好事。公司战略的一个核心部分是，让现有的iPhone用户为更多手机服务付费，比如Netflix和HBO。对于通过苹果应用商店的每一个订阅，苹果第一年要抽走30%的费用，之后每年抽走15%。这一招似乎相当管用：苹果的服务收入在上季度增长了31%，达到95.5亿美元。

Apple Watch becomes more of a health device

Apple Watch更像是一款健康设备

Apple introduced the Apple Watch Series 4, which it has designed to be more of a health aid.

苹果推出了第四代Apple Watch，在设计上它更接近一款健康辅助产品。

It’s the first redesign of the company’s smart watch since it was introduced in 2015. The new watch is slightly thinner, but the black frame around the screen — what is known as the bezel — has been removed to create a larger display area.

这是该公司自2015年推出智能手表以来，首次对其做重新设计。新款手表更薄一点，但去掉了屏幕的黑色边框，从而增大了显示区域。

Significantly, Apple said the new watch had a faster processor and better health and motion sensors. For instance, the watch can detect when a wearer has fallen down, a leading cause of injuries. If you have fallen, the watch is designed to prompt you to alert emergency services; if it detects no motion by the wearer after a minute, it calls automatically. The watch can also perform a electrocardiogram, alerting you to worrisome heart rhythms.

值得注意的是，苹果表示，新的Apple Watch配备了更快的处理器，以及更好的健康和运动传感器。比如说，它能检测到佩戴者何时跌倒，这是导致受伤的一个主要原因。在摔倒之后，手表会提出联系急救服务;如果一分钟之后佩戴者还没有任何动作，它就会自动呼叫。这款表还可以做心电图，提醒你注意可疑的心率。

The Apple Watch will be available in several colors and band styles; watchbands from older models will work on the new model. The Watch starts at $399. It will begin shipping on Sept. 21.

Apple Watch将有多种颜色和表带风格供选择;旧型号的表带可用于新型号。这款手表售价从399美元起，将于9月21日开始发货。

What the Apple Watch means for consumer wearables

Apple Watch对消费类可穿戴设备意味着什么

The new Apple Watch ushers Apple into the realm of selling bona fide medical devices, complete with a shout-out from the F.D.A.

新款Apple Watch引领苹果真正进入了医疗设备领域，它得到了美国食品和药物管理局(FDA)的支持。

“The F.D.A. worked closely with the company as they developed and tested these software products, which may help millions of users identify health concerns more quickly,” Dr. Scott Gottlieb, the F.D.A. commissioner, said in a statement.

该局局长斯科特·戈特利布(Scott Gottlieb)在一份声明中说：“在该公司对这些软件产品进行开发和测试的过程中，FDA与他们展开了密切合作，它能帮助数百万用户更快地发现健康问题。”

Apple’s formal entrance into medical devices brings heft to the idea of tracking health with consumer wearables. Until now, they were largely limited to the casual counting of steps or watching heart rates climb at the gym. At Wednesday’s event, Apple featured remarks from Dr. Ivor Benjamin, the president of the American Heart Association, who described the ability of wearable devices to measure heart rhythms as “game-changing, especially when evaluating atrial fibrillation — an irregular and often rapid heart rate that can increase a person’s risk of stroke, heart failure and other heart-related complications.”

苹果正式进入医疗设备领域，极大增加了消费者可穿戴设备追踪健康状况理念的影响。到目前为止，这些设备还主要局限于非专业的计步以及对健身房锻炼时心率攀升的监测上。在周三的发布会上，美国心脏病协会会长艾弗·本杰明(Ivor Benjamin)形容可穿戴设备监控心律的能力“正在改变游戏规则，尤其是在评估房颤方面——这是一种不规则的、往往快速的心率情况，它会增加中风、心力衰竭和其他心脏相关并发症的风险”。

Even Vic Gundotra, the chief executive of AliveCor, which sells a wearable device with similar heart-testing capabilities, said Apple’s decision to enter the market would make consumers’ use of electrocardiograms take off.

AliveCor销售具有类似心脏测试功能的可穿戴设备，就连它的首席执行官维克·冈多特拉(Vic Gundotra)都表示，苹果进入这个市场的决定，将增强消费者对心电图运用的重视。

The F.D.A. warned that the Apple Watch was not meant as a substitute for traditional diagnosis, and it said the device was not intended for people under 22 or those with a diagnosis of atrial fibrillation.

但FDA也警告，Apple Watch并非传统诊断的替代品，它表示，该设备不适合22岁以下的人群，也不适合被诊断为房颤的人。

The readings may not always be helpful, and doctors are advised not to use electrocardiograms as a screening tool for someone without symptoms, said Dr. Rita Redberg, a cardiologist at the University of California, San Francisco.

加州大学旧金山分校(University of California, San Francisco)的心脏病专家丽塔·雷德伯格(Rita Redberg)说，这些读数可能并不总是能起到帮助作用，而且也不建议医生把心电图作为对无症状者的筛查工具。

“People are going to start looking at their watch as if something is wrong,” she said.

“人们会开始看他们的手表，好像出了什么问题似的，”她说。