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近日，一向消費(fèi)者口碑還不錯(cuò)的蘋果遇到大麻煩了。
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原來(lái)，本月21號(hào)左右，在美國(guó)Reddit論壇上，有用戶傳了個(gè)帖子，發(fā)布了對(duì)舊款iPhone機(jī)型進(jìn)行的測(cè)
試，發(fā)現(xiàn)“蘋果在降低舊款iPhone的性能”。
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小編剛聽(tīng)到這個(gè)消息的時(shí)候，才反應(yīng)過(guò)來(lái)難怪最近使用手機(jī)的時(shí)候，常常卡頓。
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用手機(jī)找素材的時(shí)候，內(nèi)心崩潰得如下圖所示，
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后來(lái)，有蘋果用戶推測(cè)：蘋果此舉是為了讓消費(fèi)者購(gòu)買新款iPhone，而故意降低舊款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.
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而蘋果方面則稱：這樣做為了保護(hù)手機(jī)的電子元器件，通過(guò)降低系統(tǒng)能耗，來(lái)改善手機(jī)電池續(xù)航能力，避免意外關(guān)機(jī)。
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但是，蘋果用戶對(duì)這樣的說(shuō)法，并不認(rèn)可。
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根據(jù)《洛杉磯時(shí)報(bào)》的報(bào)道，在全球各地，已經(jīng)有多起針對(duì)蘋果的集體訴訟（class-action lawsuits）了。
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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.
美國(guó)數(shù)個(gè)州的蘋果手機(jī)用戶已經(jīng)發(fā)起了9起集體訴訟，控告蘋果公司沒(méi)有及早披露蘋果軟件更新會(huì)故意放慢舊款手機(jī)的速度，以讓電池續(xù)航時(shí)間更長(zhǎng)。
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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.
在美國(guó)加州、紐約州和伊利諾伊州地方法庭的這幾起訴訟控訴：蘋果公司之前的這種沉默操作讓手機(jī)用戶誤認(rèn)為他們必須買新款、售價(jià)更高的蘋果手機(jī)，而非更換電池就能解決問(wèn)題。
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Three of the lawsuits were filed by Los Angeles-area residents. One accuses Apple of fraud through concealment and unfair business practices.
其中三起訴訟是由洛杉磯地區(qū)的居民發(fā)起的。其中一起訴訟蘋果隱瞞事實(shí)，且商業(yè)操作不公正，因此犯有欺詐罪。
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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.
另外一起指控蘋果違反了默認(rèn)契約，即：人們購(gòu)買蘋果手機(jī)時(shí)，他們內(nèi)心是覺(jué)得蘋果公司不會(huì)“故意干擾手機(jī)的用途或價(jià)值”。這起訴訟指控蘋果公司沒(méi)有得到用戶許可，就干擾了手機(jī)使用速度。
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The third alleges a slew of misdeeds, including fraud, false advertising and unjust enrichment.
另一起訴訟指控蘋果犯有幾起不正當(dāng)操作，包括欺詐，虛假營(yíng)銷，非正當(dāng)獲利。
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眼看用戶的反感不斷發(fā)酵，昨天，蘋果公司緊急在官網(wǎng)上發(fā)了封道歉信，聲稱“讓消費(fèi)者失望了”，并提出
針對(duì)受影響機(jī)型，可以便宜更換電池的補(bǔ)救措施。
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一起來(lái)看看蘋果完整的道歉信。你的手機(jī)是否在受影響之列，補(bǔ)救措施你會(huì)接受嗎？

2017/8/28
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A Message to Our Customers about iPhone Batteries and Performance
關(guān)于蘋果電池和性能，致蘋果用戶的一封信
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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，一些用戶就我們對(duì)電池老化的手機(jī)性能處理方式，以及我們的溝通方式，提出了反饋意見(jiàn)，這些意見(jiàn)我們都聽(tīng)到了。我們知道，你們當(dāng)中的有些人覺(jué)得蘋果讓你們失望了，我們對(duì)此表示抱歉。關(guān)于這一問(wèn)題有許多誤解，因此我們?cè)敢獬吻?，讓你們知道我們正在作出的某些改變?/div>
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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，我們從未--未來(lái)也不會(huì)--做任何故意縮短任意一款蘋果產(chǎn)品壽命的事情，或是降低用戶體驗(yàn)來(lái)推動(dòng)產(chǎn)品的升級(jí)換代。我們的目標(biāo)一直都是創(chuàng)造出顧客喜愛(ài)的產(chǎn)品。盡可能提高iPhone的耐用性是這個(gè)目標(biāo)的重要內(nèi)容。

01 How batteries age
電池是如何老化的？
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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.
所有充電電池都是消耗部件，會(huì)隨著化學(xué)老化，變得不那么有效，而且充電續(xù)航能力也會(huì)慢慢降低。在這個(gè)化學(xué)老化過(guò)程中，電池充電的時(shí)間和次數(shù)并不是唯一的影響因素。
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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.
設(shè)備使用也會(huì)影響電池壽命周期內(nèi)的性能。例如， 在高溫環(huán)境中充電，導(dǎo)致電池老化得更快。這些都是電池化學(xué)特性，是整個(gè)行業(yè)中鋰離子電池的共有特征。
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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.
化學(xué)老化的電池不太能夠提供峰值能量負(fù)載，特別是在低電量狀態(tài)下，會(huì)導(dǎo)致手機(jī)突然關(guān)機(jī)。
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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.
不用說(shuō), 我們認(rèn)為突然的、意外關(guān)機(jī)對(duì)消費(fèi)者是不可接受的。我們不希望任何蘋果用戶因?yàn)檫@些干擾，錯(cuò)失電話，錯(cuò)過(guò)拍照或任何其他任何瞬間， 所以我們竭力去避免意外關(guān)機(jī)狀況。
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02 Prevent shutdowns
避免意外關(guān)機(jī)
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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.
大約一年前，在 iOS 10.2.1系統(tǒng)中， 我們發(fā)布了一款新軟件，用來(lái)改善峰值時(shí)的電源管理能力， 以避免iphone 6, iphone 6 plus, iphone 6s, iphone 6s plus, 和 iphone SE意外關(guān)閉。這樣，IOS 就能動(dòng)態(tài)管理某些系統(tǒng)組件的最大性能，以防止關(guān)機(jī)。雖然這些變化不易察覺(jué)，但在一些情況下，用戶需要更長(zhǎng)的時(shí)間才能打開(kāi)某項(xiàng)應(yīng)用，或發(fā)現(xiàn)某些性能被降低了。
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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.
用戶對(duì)于 iOS 10.2.1 系統(tǒng)的反應(yīng)是積極的， 因?yàn)樗晒Φ販p少了意外停機(jī)的發(fā)生。我們最近在 iOS 11.2系統(tǒng)上，對(duì) iphone 7 和 iphone 7 Plus 也加上了相同的支持舉措。
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Of course, when a chemically aged battery is replaced with a new one, iPhone performance returns to normal when operated in standard conditions.
當(dāng)然，把化學(xué)性能老化的電池更換成新的，會(huì)讓蘋果手機(jī)性能恢復(fù)到正常狀態(tài)。
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03 Address concerns
致用戶關(guān)切
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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.
我們一直希望用戶盡可能長(zhǎng)地使用蘋果手機(jī)，我們也一直因?yàn)樘O果產(chǎn)品的持久性，比競(jìng)爭(zhēng)對(duì)手更保值而深感驕傲。
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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:
針對(duì)蘋果用戶的關(guān)切，同時(shí)感謝消費(fèi)者對(duì)我們一貫的忠誠(chéng)，重新贏得大家信任，我們決定：
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--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 .
蘋果將會(huì)讓保固過(guò)期的iPhone電池更換價(jià)格從79美元降至29美元，持續(xù)時(shí)間為1月下旬到2018年12月，并會(huì)在明年釋出軟件更新改善這次的錯(cuò)誤。詳細(xì)信息，請(qǐng)見(jiàn)蘋果官網(wǎng)。
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--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，蘋果將發(fā)布新的軟件更新，增加一些新功能，讓用戶可以看到手機(jī)電池的狀況，并能親自看到電池狀況是否會(huì)影響手機(jī)性能。
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--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.
我們團(tuán)隊(duì)也將一如既往地提高用戶使用感受，包括提高手機(jī)性能，避免因電池老化而導(dǎo)致的手機(jī)意外關(guān)機(jī)。
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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.
用戶的信任對(duì)我們來(lái)說(shuō)就是一切。我們也將竭盡努力獲得大家的信任，并勉勵(lì)不辜負(fù)大家的信任。正是因?yàn)榇蠹业男湃魏椭С郑覀儾拍芾^續(xù)做著熱愛(ài)的事情，對(duì)此，我們不會(huì)忘記，也不會(huì)把這一切視作理所當(dāng)然。
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鑒于，我們是個(gè)嚴(yán)肅的學(xué)習(xí)號(hào)，我們來(lái)看下蘋果這篇公關(guān)文有哪些值得學(xué)習(xí)的地方？
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下面是商英君從這篇公關(guān)文中，給大家總結(jié)的致歉信金典句式，一起學(xué)起來(lái)！
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干貨學(xué)起來(lái)
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致歉信經(jīng)典句型
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We’ve been hearing feedback from our customers about
最近，我們聽(tīng)到顧客對(duì)于……的反饋意見(jiàn)
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There’s been a lot of misunderstanding about this issue, so we would like to clarify and let you know about
關(guān)于這一問(wèn)題有許多誤解，因此我們?cè)敢獬吻?/span>
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It should go without saying that we think…are unacceptable
不用說(shuō), 我們認(rèn)為……對(duì)消費(fèi)者來(lái)說(shuō)，是不可接受的。
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We’re proud that our products are known for their durability, and for…
我們也一直因?yàn)槲覀儺a(chǎn)品的持久性和……而深感驕傲。
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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.
針對(duì)用戶的關(guān)切，同時(shí)感謝消費(fèi)者對(duì)我們一貫的忠誠(chéng)，重新贏得大家信任，我們決定：
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At…, our customers’ trust means everything to us.
用戶的信任對(duì)我們來(lái)說(shuō)就是一切。
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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.
我們也將竭盡努力獲得大家的信任，并勉勵(lì)不辜負(fù)大家的信任。正是因?yàn)榇蠹业男湃魏椭С郑覀儾拍芾^續(xù)做著熱愛(ài)的事情，對(duì)此，我們不會(huì)忘記，也不會(huì)把這一切視作理所當(dāng)然。
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