苹果发布首款折叠屏iPhone及iPhone 18系列
Apple Unveils New Products Under Ternus | Bloomberg Businessweek Daily 9/9/2026
苹果正式推出首款折叠屏手机并更新主力产品线，这是公司历史上重大的硬件形态突破与产品策略调整，直接影响消费电子产业链估值逻辑与投资者对苹果AI战略落地的预期，值得重点关注。
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这里是《彭博商业周刊日报》。报道来自那本帮助全球领导者保持领先的杂志，深入洞察塑造当今复杂经济格局的人物、公司和趋势。此外还有实时全球商业、金融和科技新闻。《彭博商业周刊日报》由卡罗尔·马萨尔和蒂姆·斯滕诺维克在彭博广播、电视及彭博原创内容中直播。卡罗尔：下午好。我们在彭博平台，包括广播、电视和彭博原创内容上为您播报。
CAROL MASSAR ALONGSIDE EMILY GRAFFEO. WE HAVE A MARKET WITH STOCKS AND BONDS UNDER PRESSURE, OIL PRICES RALLYING. BRENT TOPPING $100 A BARREL FOR THE FIRST TIME SINCE JULY. WE ARE FEELING CONCERNED ABOUT INFLATIONARY PRESSURES THAT COULD MAKE THE FED RAISE RATES NEXT WEEK. I KIND OF BURIED THE LEAD. WE ARE ALL OVER APPLE TODAY. EMILY: WE ARE ALL ABOUT THAT FOLD. WHEN WAS THE LAST TIME WE HAD A FOLDABLE PHONE? CAROL: SAMSUNG HAS ONE.
卡罗尔·马萨尔与艾米莉·格拉菲奥在一起。我们目前的市场面临股票和债券承压、油价上涨的局面，布伦特原油首次突破每桶100美元大关。我们对可能迫使美联储下周加息的通胀压力感到担忧。我有点埋没了重点。我们今天全面关注苹果。艾米莉：我们完全聚焦于折叠屏。上次有折叠屏手机是什么时候？卡罗尔：三星有一款。
THERE ARE SOME OUT THERE. EMILY: I AM THINK BACK TO THE DAYS OF THE FLIP PHONE WHERE YOU COULD FOLD IT AND HANG IT UP. CAROL: APPLE ANNOUNCING THAT FOLDABLE PHONE. MARK GURMAN AND ED LUDLOW ARE ALL OVER THAT. THE PRODUCT EVENT IS CALLED SURPRISE AND SHINE. WE WILL GET INTO THE PRODUCT REVEALS INCLUDING THE FOLDABLE PHONE BUT THERE IS ALSO A WATCHES, UPDATED AIRPODS. WE ARE GOING TO GET INTO IT. HE IS A FRIEND OF THE SHOW, TALKING ABOUT PETER ATWATER.
市面上确实有一些。艾米莉：我想起了翻盖手机的时代，你可以把它折叠起来挂断电话。卡罗尔：苹果宣布推出折叠屏手机。马克·古尔曼和爱德·卢德洛对此进行了全面报道。这场产品活动名为“惊喜与闪耀”。我们将深入探讨包括折叠屏手机在内的产品发布，此外还有手表和更新的 AirPods。我们会详细讨论。他是节目的老朋友，谈论彼得·阿特沃特。
HE COINED THE PHRASE THE K-SHAPED ECONOMY. I'VE BEEN FOLLOWING HIS POST PRETTY CLOSELY. THE K-SHAPED ECONOMY COME ALIVE AND ACTUALLY WIDENING IN THIS ENVIRONMENT? EMILY: HE COINED THE TERM LONG AGO NOW, IT'S BEEN A COUPLE OF YEARS WE'VE BEEN TALKING ABOUT THIS, SAYING IT IS STILL ALIVE AND WELL. WE WILL ALSO TALK ABOUT RETIREMENT AND DO A REALITY CHECK WITH J.P. MORGAN'S CHIEF RETIREMENT STRATEGIST. CAROL: FIDELITY LAST WEEK TALKING ABOUT THE AMOUNT OF BILLING ERRORS IN THEIR 401(K)S.
他创造了“K型经济”这一短语。我一直密切关注他的帖子。在这种环境下，“K型经济”真的存在并且实际上在扩大吗？艾米莉：他很久以前就创造了这个术语，我们已经讨论这个话题有好几年了，说它依然生机勃勃。我们还将讨论退休问题，并与摩根大通的首席退休策略师进行现实核查。卡罗尔：富达上周谈到其401(k)计划中存在的大量计费错误。
LOTS COMING YOUR WAY IN THE NEXT 60 MINUTES. LET'S GET TO IT. LISA MATEO IS IN FOR CHARLIE. LISA: STOCKS RIGHT NOW ARE SLUMPING. THIS IS AHEAD OF THE LATEST U.S. INFLATION PRINT COMING OUT THIS WEEK. PPI THURSDAY FOLLOWED BY CPI ON FRIDAY. S&P 500 FALLING BY 0.3%. DOW OFF HALF A PERCENT, SAME FOR THE NASDAQ. 10-YEAR CLIMBING TO THE HIGHEST SINCE 2020 AFTER TREASURIES SAID IT WOULD PURCHASE A $6 BILLION ELONGATED GOVERNMENT DEBT.
未来60分钟内将有大量内容呈现。让我们开始吧。丽莎·马托代替查理出镜。丽莎：股市目前正陷入低迷。这是在本周最新美国通胀数据公布之前。周四公布生产者价格指数（PPI），随后周五公布消费者价格指数（CPI）。标普500指数下跌0.3%。道琼斯指数下跌0.5%，纳斯达克指数跌幅相同。10年期国债收益率攀升至2020年以来的最高水平，此前财政部表示将购买60亿美元的长期政府债务。
THE YIELD ON THE 2-YEAR, 4.41%. TAKE A LOOK AT CURRENCIES. JAPANESE YEN STRENGTHENING AT 0.3% AGAINST THE DOLLAR. SHARES OF APPLE ARE DOWN 1%, EVEN THOUGH THE COMPANY KICKED OUT THAT THE PLACES EVENT IN CUPERTINO. IT IS JOHN TERNUS' FIRST EVENT SINCE TAKING OVER. THEY UNVEILED A NEW IPHONE FOLDABLE, 18, 18 PRO MAX MODELS, AND ALSO A NEW WATCH SERIES AND AIRPODS. SO MUCH TO COVER. AMAZON EXPECTED TO RAISE 5.8 BILLION DOLLARS FROM ITS DEBUT STERLING BOND SALE.
2年期收益率4.41%。来看看货币情况。日元兑美元走强0.3%。尽管苹果公司在库比蒂诺举办了活动，其股价仍下跌1%。这是约翰·特恩努斯接手后的首次活动。他们发布了新款可折叠iPhone、18和18 Pro Max型号，以及新款手表系列和AirPods。内容繁多。亚马逊预计从其首次发行的高评级债券销售中筹集58亿美元。
UBER IS LOOKING TO RAISE 5.2 BILLION FROM ITS DEBUT EURO BOND. GOOGLE PLANNING TO'S BIGGEST INVESTMENT IN EUROPE, A FOR STRUCTURE BUILDOUT WORTH MORE THAN $15 BILLION IN FINLAND. FOR ON-DEMAND NEWS 24 HOURS A DAY, SUBSCRIBE TO BLOOMBERG NEWS NOW WHEREVER YOU GET YOUR PODCASTS. I'M LISA MATEO. THAT IS A BLOOMBERG BUSINESS FLASH. CAROL: APPLE'S ANNUAL PRODUCT ANNOUNCEMENT HAPPENING TODAY. IT GOT UNDERWAY ABOUT ONE HOUR AGO.
优步正寻求从其首次发行的欧元债券中筹集52亿美元。谷歌计划在欧洲进行最大规模的投资，在芬兰建设价值超过150亿美元的数据中心基础设施。如需全天候24小时即时新闻，请在您收听播客的任何地方订阅彭博新闻。我是丽莎·马特奥。这是彭博商业快讯。卡罗尔：苹果年度产品发布会今天举行。大约一小时前已经开始。
LOOKING AT OUR LIVE BLOG, THERE IS SO MUCH ON IT. WE SHOULD POINT OUT, IT IS THE FIRST MAJOR PRODUCT ANNOUNCEMENT UNDER NEW CEO JOHN TERNUS. THIS IS WHAT HE HAD TO SAY EARLIER.
查看我们的实时博客，上面有很多内容。我们应该指出，这是新任首席执行官约翰·特恩努斯领导下的首次重大产品发布。这是他早些时候所说的话。
WE SEE A FUTURE FILLED WITH ENORMOUS DISCOVERY AND TRANSFORMATION. AI MAKES ENTIRELY NEW KINDS OF EXPERIENCES POSSIBLE. IN A I THINK CAN BECOME EVEN MORE USEFUL IT BRINGS TOGETHER YOUR LIFE WITH THE APPS, SERVICES, AND PRODUCTS YOU USE EVERY DAY. CAROL: THAT WAS JOHN TERNUS, THE CEO OF APPLE, EARLIER TODAY, FROM THEIR CUPERTINO HEADQUARTERS. THE HOST OF BLOOMBERG TECH, ED LUDLOW IS OUT THERE IN CUPERTINO. IN THE STUDIO IS MANDEEP SINGH.
我们看到了一个充满巨大发现和变革的未来。人工智能使全新类型的体验成为可能。我认为AI可以变得更加有用，它将你的生活与你每天使用的应用程序、服务和产品结合在一起。卡罗尔：这是苹果首席执行官约翰·特恩努斯今天早些时候从他们的库比蒂诺总部发表的讲话。彭博科技主持人埃德·拉德洛就在库比蒂诺现场演播室是曼迪普·辛格。
ED, LET'S GET TO IT. WE HAVE ALL BEEN HYPED UP ABOUT THIS FOLDABLE PHONE. IS THAT WHAT THIS IS ALL ABOUT OR IS IT AI AND APPLE? ED: IT IS ONE MORE THING TO REFLECT ON THE FAMOUS STEVE JOBS PHRASE, AND IT IS THE FOLDABLE IPHONE, IPHONE DUO. BLOOMBERG IS REPORTING ACCURATELY ON THE NAMING. IT HAS A 5.4 INCH DISPLAY WHEN FOLDED. WHEN UNFOLDED, IT IS 7.6 INCHES, 50% GREATER THAN THE IPHONE PRO MODEL THEY HAD ALSO UNVEILED TODAY, THE 18TH GENERATION.
埃德，让我们进入正题。我们都对这款可折叠手机感到兴奋。这就是全部重点吗？还是说重点是AI和苹果？埃德：这是对史蒂夫·乔布斯那句名言的又一次反思——“还有一件事”，那就是可折叠iPhone，iPhone Duo。彭博社的报道在命名上是准确的。折叠时屏幕为5.4英寸。展开时为7.6英寸，比今天也发布的第18代iPhone Pro型号大50%。
I FIND THIS SO INTERESTING, THE COMMON THREAD FROM THIS, APART FROM THE SPECIFICS, JOHN TERNUS BASICALLY POSITIONING THE IPHONE AS THE MAIN DEVICE OF THE AI IRAQ, BUT THE WHOLE SELLING POINT, THE BENEFIT OF IT IS IT'S PERSONAL TO YOU. IT CAN SENSE THE WORLD AROUND YOU TO MAKE THE MOST OF THAT, AND THEY REALLY ARE POSITIONING THIS AS BEING THE FRONT TIER. THEREFORE, THE FOLDABLE IS A BIG PART OF THAT. EMILY: MANDEEP SINGH, I WANT TO GET YOUR THOUGHTS ON THE FOLDABLE IPHONE AND WHERE THE FUTURE OF THIS IS GOING.
我觉得这非常有趣，除了具体细节外，共同的主线是约翰·特恩努斯基本上将iPhone定位为AI生态中的主要设备，但整个卖点、它的好处在于它是为你个人定制的。它可以感知你周围的世界以充分利用这一点，他们确实将其定位为前沿层级。因此，可折叠部分是其中的一大组成部分。艾米丽：曼迪普·辛格，我想听听你对可折叠iPhone的看法以及它的未来走向。
IS THIS SUPPOSED TO BE A NEW PRODUCT UNDER A NEW CEO? I DON'T WANT TO CALL IT A GIMMICK, BUT WILL THIS BE A SIDE PROJECT EVENTUALLY, OR IS THE IDEA THAT ANYONE HAS AN IPHONE NOW, THE NEXT TIME THEY UPGRADE, THEY ARE GETTING A FOLDABLE? MANDEEP: I DON'T KNOW, GIVEN THE PRICE POINT. WHEN YOU ARE TALKING ABOUT A $2000 PRICE POINT, I THINK IT WILL BE HARD FOR A LOT OF PEOPLE TO UPGRADE. I CAN SEE WHY THEY HAD TO PRICE IT AT THAT $2000, BECAUSE ALL OF THEIR COMPONENT PRICES ARE GOING UP.
这难道是要在新任 CEO 旗下推出的一款新产品吗？我不想称之为噱头，但这最终会成为一个副项目吗？还是说，其理念是：既然每个人现在都有了 iPhone，那么下次他们升级时，就会换一款折叠屏手机？曼迪普：我不知道，考虑到定价。当谈到 2000 美元的价位时，我认为对很多人来说升级会很困难。我能理解他们为什么必须定在这个 2000 美元的价格点，因为他们所有零部件的成本都在上涨。
THEY DON'T HAVE A CHOICE. I THINK THEY ARE EATING A LOT OF THE MEMORY COST FOR THE OLDER VERSIONS OF THEIR PHONE. THE PRO INCREASED $100, BUT THE MEMORY PRICES HAVE PROBABLY GONE OUT MORE. FROM THAT PERSPECTIVE, IT IS HARD TO SEE A BIG UPGRADE CYCLE PLAYING OUT. TO ME, THIS IS MORE LIKE A VISION PRO. SOME PEOPLE WILL BUY IT, IT WILL BE INTERESTING TO BUT THIS WILL NOT BE A MASS UPGRADE. CAROL: MARK GURMAN WAS SO EXCITED LEADING UP TO THIS.
他们没有选择余地。我认为他们在为旧款手机的内存成本买单。Pro 版本涨价了 100 美元，但内存价格可能涨得更多。从这个角度来看，很难看到一轮大规模的升级周期上演。在我看来，这更像 Vision Pro。有些人会购买它，这会很有趣，但这不会是一次大规模升级。卡罗尔：马克·古尔曼在此之前兴奋不已。
HE SAYS, SO FAR, I'M BLOWN AWAY BY THE INTERFACE OF THE DUO. APPLE NAILED THE INTERFACE OF THE FOLDABLE PHONE HERE. THEY KNOCKED IT OUT OF THE PARK. I WILL BRING YOU BACK IN A MINUTE, ED, BUT, MANDATE, THE APPLE BRAND IS ICONIC. DOES THIS KIND OF FOLD INTO WHAT THEY ARE KNOWN FOR, CREATING INCREDIBLE PRODUCTS? MANDEEP: WHEN IT COMES TO MARKETING, THERE IS NO BETTER COMPANY THAT KNOWS HOW TO MARKET THEIR PRODUCT. THERE WILL BE A LOT OF EXCITEMENT.
他说，到目前为止，我被 Duo 的界面惊艳到了。苹果在这里完美地打造了折叠屏手机的界面。他们做得非常出色。埃德，我稍后把你拉回来讨论，但曼迪普，苹果品牌是标志性的。这种折叠设计是否融入了他们以创造令人难以置信的产品而闻名的特质中？曼迪普：在营销方面，没有哪家公司比苹果更懂得如何营销他们的产品。将会引起很多兴奋。
I WOULD BE SURPRISED IF THE APPLE STORE ON FIFTH AVENUE HAS A LONG LINE JUST TO GET A NEW PHONE. TO MY MIND, WHEN IT COMES TO A BIG UPGRADE CYCLE LIKE WE SAW WITH THE IPHONE 6, EARLIER VERSIONS, IT HAD TO BE EITHER DRIVEN BY A NEW FEATURE LIKE A BIG CAMERA UPGRADE OR SOMETHING EXCITING. AND THAT A REASONABLE PRICE POINT. TO ME, THIS IS TOO HIGH OF A PRICE POINT FOR THIS TO DRIVE A BIG UPGRADE CYCLE. BUT I COULD BE OFF.
如果第五大道的苹果店仅仅为了买一部新手机就排起长队，我会感到惊讶。在我看来，当我们看到像 iPhone 6 早期版本那样的大规模升级周期时，它必须由新功能驱动，比如摄像头的大幅升级，或者一些令人兴奋的东西，并且价格要合理。对我来说，这个价格点太高了，不足以驱动大规模升级周期。但我可能会错。
THE PHONE COULD BE FABULOUS, IT IS JUST THE PRICE POINT IS TOO HIGH. CAROL: THE IPHONE 18, THE BATTERY LIFE IS GETTING A MAJOR BOOST. ED, YOU ARE THERE ON THE GROUND. TELL US ABOUT THE SENTIMENT AS ALL OF US WAS UNFOLDING. I KEEP ON SAYING THAT, I'M SORRY. ED: GO WITH IT. THAT IS WHY WE ARE ALL HERE. THE SECRET NO MORE IN THE IPHONE DUO. THE PRICING IS NOT YET CONFIRMED. BLOOMBERG IS REPORTING THE ENTRY LEVEL ON THE FOLDABLE WILL BE $2000 COME UP TO $3000 WHEN YOU TAKE INTO ACCOUNT HIGHER STORAGE CONFIGURATIONS.
这款手机可能很棒，只是价格点太高。卡罗尔：iPhone 18 的电池续航能力将得到大幅提升。埃德，你身在现场。告诉我们，随着我们所有人展开手机，大家的感受如何。我一直在说，我很抱歉。埃德：顺着说吧。这就是我们所有人都在这里的原因。iPhone Duo 的秘密不再保密。定价尚未确认。彭博社报道，入门级折叠屏手机的价格将为 2000 美元，如果考虑到更高的存储配置，价格将达到 3000 美元。
WITH THE IPHONE 18 PRO AND PRO MAX, THEY ARE $100 APIECE MORE EXPENSIVE THAN THE PRIOR GENERATIONS. WITH BOTH THE FOLDABLE AND WHAT THEY ARE ANNOUNCING WITH THE 18 PRO AND PRO MAX, APPLE HAD TO MAKE A CALCULATION ON HOW MUCH OF THE COST TO EAT AND HOW MUCH TO PASS ON TO THE CONSUMER. IT IS WORTH REMINDING THE AUDIENCE ON BUSINESSWEEK, THERE WILL BE A BILLION SMART PHONES SHIPPED THIS YEAR, ALL KINDS. THERE WILL BE MAY BE 23 MILLION FOLDABLES.
iPhone 18 Pro 和 Pro Max 的售价比前代产品每台高出 100 美元。无论是折叠屏还是即将发布的 iPhone 18 Pro 和 Pro Max，苹果都必须权衡成本中由自身承担多少、转嫁给消费者多少。值得提醒 BusinessWeek 的观众的是，今年全球智能手机出货量将达到十亿部，涵盖各种类型。其中折叠屏手机可能仅有 2300 万台。
THAT IS A SMALL, NASCENT MARKET. BUT IT IS A SEGMENT THAT WILL GROW, FORECASTERS BELIEVE, BECAUSE APPLE IS NOT A PART OF IT. THEY MAY NOT HAVE BEEN FOR US, BUT THEY WILL GIVE MOMENTUM TO THE CATEGORY. EMILY: TELL US MORE ABOUT THESE DETAILS ABOUT THE NEW PHONE. SOMETHING THAT MARK GURMAN WAS WRITING ABOUT WAS WHETHER OR NOT THE PHONE OPENED UP, THERE WAS GOING TO BE AN OBVIOUS CREASE IN BETWEEN THE TWO FAULTS. WHAT MORE HAVE WE LEARNED ABOUT WHA
这是一个规模较小且处于萌芽阶段的市场。但预测人士认为，该细分市场将会增长，因为苹果此前并未参与其中。虽然苹果可能尚未进入这一领域，但它将为整个品类注入动力。Emily：请多谈谈关于这款新手机的细节。Mark Gurman 曾撰文探讨，如果手机能够展开，两块屏幕之间是否会出现明显的折痕。关于这一点，我们还有哪些最新了解？
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更进一步：量化金融体系
看懂新闻只是起点——沿量化金融路径，把它变成能交付的工程能力