近日,一向消费者口碑还不错的苹果遇到大麻烦了。
 
原来,本月21号左右,在美国Reddit论坛上,有用户传了个帖子,发布了对旧款iPhone机型进行的测
试,发现“苹果在降低旧款iPhone的性能”。
 
 
小编刚听到这个消息的时候,才反应过来难怪最近使用手机的时候,常常卡顿。
 
用手机找素材的时候,内心崩溃得如下图所示,
 
 
后来,有苹果用户推测:苹果此举是为了让消费者购买新款iPhone,而故意降低旧款iPhone性能。
Some customers are unhappy the company has been less than transparent about the performance throttling feature, which they see as a ploy to drive sales of new handsets.
 
而苹果方面则称:这样做为了保护手机的电子元器件,通过降低系统能耗,来改善手机电池续航能力,避免意外关机。
 
但是,苹果用户对这样的说法,并不认可。
 
 
根据《洛杉矶时报》的报道,在全球各地,已经有多起针对苹果的集体诉讼(class-action lawsuits)了。
 
Iphone owners from several states have filed at least nine class-action lawsuits against Apple Inc. for not disclosing sooner that its software updates deliberately slowed down older-model phones so batteries would last longer.
美国数个州的苹果手机用户已经发起了9起集体诉讼,控告苹果公司没有及早披露苹果软件更新会故意放慢旧款手机的速度,以让电池续航时间更长。
 
The lawsuits — filed in U.S. district courts in California, New York and Illinois — allege that Apple’s silence led the iPhone owners to wrongly conclude that they had to buy newer, pricier iPhones instead of simply replacing the battery.
在美国加州、纽约州和伊利诺伊州地方法庭的这几起诉讼控诉:苹果公司之前的这种沉默操作让手机用户误认为他们必须买新款、售价更高的苹果手机,而非更换电池就能解决问题。
 
 
Three of the lawsuits were filed by Los Angeles-area residents. One accuses Apple of fraud through concealment and unfair business practices.
其中三起诉讼是由洛杉矶地区的居民发起的。其中一起诉讼苹果隐瞒事实,且商业操作不公正,因此犯有欺诈罪。
 
Another accuses Apple of breaching an implied contract — that is, it argues that when people buy iPhones, they do so with the assumption that Apple won't “purposefully interfere with” the phones’ “usage or value.” The lawsuit says Apple did not get iPhone owners’ consent before meddling with the phones’ speed.
另外一起指控苹果违反了默认契约,即:人们购买苹果手机时,他们内心是觉得苹果公司不会“故意干扰手机的用途或价值”。这起诉讼指控苹果公司没有得到用户许可,就干扰了手机使用速度。
 
 
The third alleges a slew of misdeeds, including fraud, false advertising and unjust enrichment.
另一起诉讼指控苹果犯有几起不正当操作,包括欺诈,虚假营销,非正当获利。
 
眼看用户的反感不断发酵,昨天,苹果公司紧急在官网上发了封道歉信,声称“让消费者失望了”,并提出
针对受影响机型,可以便宜更换电池的补救措施。
 
一起来看看苹果完整的道歉信。你的手机是否在受影响之列,补救措施你会接受吗?

2017/8/28
 
A Message to Our Customers about iPhone Batteries and Performance
关于苹果电池和性能,致苹果用户的一封信
 
 
We’ve been hearing feedback from our customers about the way we handle performance for iPhones with older batteries and how we have communicated that process. We know that some of you feel Apple has let you down. We apologize. There’s been a lot of misunderstanding about this issue, so we would like to clarify and let you know about some changes we’re making.
最近,一些用户就我们对电池老化的手机性能处理方式,以及我们的沟通方式,提出了反馈意见,这些意见我们都听到了。我们知道,你们当中的有些人觉得苹果让你们失望了,我们对此表示抱歉。关于这一问题有许多误解,因此我们愿意澄清,让你们知道我们正在作出的某些改变。
 
First and foremost, we have never — and would never — do anything to intentionally shorten the life of any Apple product, or degrade the user experience to drive customer upgrades. Our goal has always been to create products that our customers love, and making iPhones last as long as possible is an important part of that.
首先,我们从未--未来也不会--做任何故意缩短任意一款苹果产品寿命的事情,或是降低用户体验来推动产品的升级换代。我们的目标一直都是创造出顾客喜爱的产品。尽可能提高iPhone的耐用性是这个目标的重要内容。

01 How batteries age
电池是如何老化的?
 
All rechargeable batteries are consumable components that become less effective as they chemically age and their ability to hold a charge diminishes. Time and the number of times a battery has been charged are not the only factors in this chemical aging process.
所有充电电池都是消耗部件,会随着化学老化,变得不那么有效,而且充电续航能力也会慢慢降低。在这个化学老化过程中,电池充电的时间和次数并不是唯一的影响因素。
 
Device use also affects the performance of a battery over its lifespan. For example, leaving or charging a battery in a hot environment can cause a battery to age faster. These are characteristics of battery chemistry, common to lithium-ion batteries across the industry.
设备使用也会影响电池寿命周期内的性能。例如, 在高温环境中充电,导致电池老化得更快。这些都是电池化学特性,是整个行业中锂离子电池的共有特征。
 
A chemically aged battery also becomes less capable of delivering peak energy loads, especially in a low state of charge, which may result in a device unexpectedly shutting itself down in some situations.
化学老化的电池不太能够提供峰值能量负载,特别是在低电量状态下,会导致手机突然关机。
 
It should go without saying that we think sudden, unexpected shutdowns are unacceptable. We don’t want any of our users to lose a call, miss taking a picture or have any other part of their iPhone experience interrupted if we can avoid it.
不用说, 我们认为突然的、意外关机对消费者是不可接受的。我们不希望任何苹果用户因为这些干扰,错失电话,错过拍照或任何其他任何瞬间, 所以我们竭力去避免意外关机状况。
 
 
02 Prevent shutdowns
避免意外关机
 
About a year ago in iOS 10.2.1, we delivered a software update that improves power management during peak workloads to avoid unexpected shutdowns on iPhone 6, iPhone 6 Plus, iPhone 6s, iPhone 6s Plus, and iPhone SE. With the update, iOS dynamically manages the maximum performance of some system components when needed to prevent a shutdown. While these changes may go unnoticed, in some cases users may experience longer launch times for apps and other reductions in performance.
大约一年前,在 iOS 10.2.1系统中, 我们发布了一款新软件,用来改善峰值时的电源管理能力, 以避免iphone 6, iphone 6 plus, iphone 6s, iphone 6s plus, 和 iphone SE意外关闭。这样,IOS 就能动态管理某些系统组件的最大性能,以防止关机。虽然这些变化不易察觉,但在一些情况下,用户需要更长的时间才能打开某项应用,或发现某些性能被降低了。
 
Customer response to iOS 10.2.1 was positive, as it successfully reduced the occurrence of unexpected shutdowns. We recently extended the same support for iPhone 7 and iPhone 7 Plus in iOS 11.2.
用户对于 iOS 10.2.1 系统的反应是积极的, 因为它成功地减少了意外停机的发生。我们最近在 iOS 11.2系统上,对 iphone 7 和 iphone 7 Plus 也加上了相同的支持举措。
 
Of course, when a chemically aged battery is replaced with a new one, iPhone performance returns to normal when operated in standard conditions.
当然,把化学性能老化的电池更换成新的,会让苹果手机性能恢复到正常状态。
 

03 Address concerns
致用户关切
 
We’ve always wanted our customers to be able to use their iPhones as long as possible. We’re proud that Apple products are known for their durability, and for holding their value longer than our competitors’ devices.
我们一直希望用户尽可能长地使用苹果手机,我们也一直因为苹果产品的持久性,比竞争对手更保值而深感骄傲。
 
To address our customers’ concerns, to recognize their loyalty and to regain the trust of anyone who may have doubted Apple’s intentions, we’ve decided to take the following steps:
针对苹果用户的关切,同时感谢消费者对我们一贯的忠诚,重新赢得大家信任,我们决定:
 
--Apple is reducing the price of an out-of-warranty iPhone battery replacement by $50 — from $79 to $29 — for anyone with an iPhone 6 or later whose battery needs to be replaced, starting in late January and available worldwide through December 2018. Details will be provided soon on apple.com.
苹果将会让保固过期的iPhone电池更换价格从79美元降至29美元,持续时间为1月下旬到2018年12月,并会在明年释出软件更新改善这次的错误。详细信息,请见苹果官网。
 
--Early in 2018, we will issue an iOS software update with new features that give users more visibility into the health of their iPhone’s battery, so they can see for themselves if its condition is affecting performance.
2018年年初,苹果将发布新的软件更新,增加一些新功能,让用户可以看到手机电池的状况,并能亲自看到电池状况是否会影响手机性能。
 
--As always, our team is working on ways to make the user experience even better, including improving how we manage performance and avoid unexpected shutdowns as batteries age.
我们团队也将一如既往地提高用户使用感受,包括提高手机性能,避免因电池老化而导致的手机意外关机。
 
At Apple, our customers’ trust means everything to us. We will never stop working to earn and maintain it. We are able to do the work we love only because of your faith and support — and we will never forget that or take it for granted.
用户的信任对我们来说就是一切。我们也将竭尽努力获得大家的信任,并勉励不辜负大家的信任。正是因为大家的信任和支持,我们才能继续做着热爱的事情,对此,我们不会忘记,也不会把这一切视作理所当然。
 
鉴于,我们是个严肃的学习号,我们来看下苹果这篇公关文有哪些值得学习的地方?
 
下面是商英君从这篇公关文中,给大家总结的致歉信金典句式,一起学起来!
 
 
干货学起来
 
致歉信经典句型
 
We’ve been hearing feedback from our customers about
最近,我们听到顾客对于……的反馈意见
 
There’s been a lot of misunderstanding about this issue, so we would like to clarify and let you know about
关于这一问题有许多误解,因此我们愿意澄清
 
It should go without saying that we think…are unacceptable
不用说, 我们认为……对消费者来说,是不可接受的。
 
We’re proud that our products are known for their durability, and for…
我们也一直因为我们产品的持久性和……而深感骄傲。
 
To address our customers’ concerns, to recognize their loyalty and to regain the trust of anyone who may have doubted our intentions, we’ve decided to take the following steps.
针对用户的关切,同时感谢消费者对我们一贯的忠诚,重新赢得大家信任,我们决定:
 
At…, our customers’ trust means everything to us.
用户的信任对我们来说就是一切。
 
We will never stop working to earn and maintain it. We are able to do the work we love only because of your faith and support — and we will never forget that or take it for granted.
我们也将竭尽努力获得大家的信任,并勉励不辜负大家的信任。正是因为大家的信任和支持,我们才能继续做着热爱的事情,对此,我们不会忘记,也不会把这一切视作理所当然。
 
(本文首发于沪江商务英语公众号,扫码关注,即可获取更多商务英语资讯。转载请“沪江商务英语”后台联系!)