酷兔英语


Oh, brother.


乔布斯(Steve Jobs)再次从苹果请病假的消息不是什么好征兆。



The news that Steve Jobs is taking another medical leave from Apple is ominous.


每个人都希望这位苹果公司首席执行长一切都好。让我们祈祷这只是暂时的,祈祷他会迅速康复。苹果说,乔布斯打算在休假时继续担任首席执行长的职务。看来还是有希望的。等苹果公司周二公布最新季度财报时,我们也许能了解更多详情。



Everyone wishes the Apple chief executive the very best. Let's hope this is temporary and he will make a speedyrecovery. Apple says Mr. Jobs plans to continue as chief executive while on leave. That sounds hopeful. We will may find out more tomorrow, Tuesday, when the company reports its latest earnings.


然而现在,投资者正处于抓瞎状态。乔布斯的病到底有多重?何时才能复出?我们都不知道。苹果也不会透露。乔布斯已经要求尊重隐私。从个人角度来说,任何人都能表示理解。但对股东们来说却毫无益处。



But right now investors are flying blind. Just how sick is Mr. Jobs? How long will he be out? We don't know. Apple won't say. Mr. Jobs has asked for privacy. On a personal level, anyone can understand that. But it's no help for stockholders.


消息传出后,苹果在海外市场的股价周一下跌约6%。但对欧洲市场来说这还不算什么。华尔街因马丁路德金日(Martin Luther King Jr. Day)假期休市。我们可以预见,美国股市重新开市时将会出现更大的反应。投资者要消化的不仅仅是乔布斯休病假的消息,同时还有苹果公司圣诞季的最新财报。



Apple stock fell about 6% in overseas trading Monday following the news. But this was a light day for the European markets. Wall Street was closed for Martin Luther King Jr. Day. One can expect a more meaningful reaction here in the U.S. when the markets reopen. Investors will have to digest the news about the chief executive as well as the latest earnings for the Christmas season.


还能指望什么呢?如果这只是由于相对较轻的健康问题而暂时休假,那么就不该对股票有什么影响。谁在乎乔布斯必须在家工作几个月呢?



What can you expect? If this turns out to be a temporary leave of absence, for comparatively minor medical reasons, then this shouldn't have much effect on your shares. Who cares if Steve Jobs has to work from home for a couple of months?


然而,如果休假时间更长,健康问题更严重,那就要另当别论了。



But if the absence is longer and the problem more severe, it's another story.


乔布斯对苹果有多重要?问问自己这个问题吧:如果今天醒来后你发现乔布斯离开苹果,成了索尼的首席执行长,并且持有索尼的大额股份,你会不会更愿意买索尼的股票?我敢保证你会的。



How important is Steve Jobs to Apple? Ask yourself this: If you had woken up today and learned that Steve Jobs had left Apple to join Sony as chief executive, with a big stake in that company, would you be inclined to buy Sony stock? I bet you would.


如果醒来后你发现乔布斯以类似的条件加入了摩托罗拉,你会不会去买摩托罗拉的股票?我敢肯定答案是相同的。



If you had woken up to learn that Steve Jobs had moved to Motorola under similar terms, would you want to go out and buy some Motorola stock? I bet the answer's the same.


过去13年里,乔布斯向世人证明,他是全世界以及现今人们记忆中最杰出的首席执行长。他的领导为苹果带来了巨大的价值。因此,他的离开必定会带走巨大的价值。这是小学生都会的算术。这是一个不争的事实。



In the past 13 years, Steve Jobs has proved himself to be the most extraordinary chief executive in the world and among the most extraordinary in living memory. His leadership adds enormous value. Therefore his absence must subtractenormous value. That's grade-school arithmetic. There's no way around it.


看看乔布斯1997年重掌大权之前苹果的情况吧。1997年7月,他的前任阿梅里奥(Gilbert Amelio)离职,当时的股价相当于现在的每股3.34美元。而上周五的股价是342美元。涨了一百多倍。



Look at where Apple was before he resumed the helm back in 1997. When his predecessor, Gilbert Amelio, stood down in July 1997, the shares were the equivalent of $3.34 apiece in today's terms. On Friday: $342. A hundred times more.


苹果的忠实信徒也许会认为公司会继续保持成功,无论领导者是谁,因为苹果拥有卓越出众的科技。虽然苹果电脑在1997年、1987年以及现在都比个人电脑强,但苹果公司仍在走向没落。仅凭科技上的辉煌不足以让股东赚钱,还必须有卓越的管理。乔布斯给了苹果公司一个鲜有其他公司能够与之抗衡的重心和优势。这是一个高速增长和竞争异常激烈的行业。上年的尖端电子产品在下一年就会沦为垫底。ipad已经即将成为历史,虽然iPad第二代正蓄势待发,但大量竞争对手也即将登陆。



Apple true believers may argue that the company will continue to succeed, regardless of its leadership, because of its superior technology. Yet Apple computers were better than PCs back in 1997, as they were in 1987 and as they are today. But the company was still heading for oblivion. Technological brilliance is not enough to make stockholders rich. You need managementbrilliance too. Steve Jobs has given Apple a focus and an edge that is matched by few other companies. This is a fast-moving, brutally competitive industry. Last year's cutting-edge gadget is next year's paperweight. The iPad is already heading into history, and though the iPad II is on deck, a boatload of rivals is just about to land.


这一行业内的胜败只有毫厘之差。诺基亚(Nokia)和索尼(Sony)等公司近年来一直在苦苦挣扎,这并不是因为它们犯了一些容易避免的显而易见大错误,而是众多小错误日积月累在一起将它们推到了这步田地。苹果公司的临时首席执行长库克(Tim Cook)可能会把工作干得很好,但他是否能像乔布斯一样有才气还需事实证明。



The difference between winning and failing in this industry is paper thin. Companies like Nokia and Sony have struggled in recent years not because of a few, big, obvious blunders that were easy to avoid, but because of the cumulative effect of lots of small errors over time. Tim Cook, the interim chief executive, may do a perfectly good job. Whether he will prove as brilliant as Mr. Jobs is yet to be seen.


两年前,乔布斯曾离职接受肝移植,苹果股价短暂下跌了5%左右。这是一个稍纵即逝的事件,该股价格随后迅速反弹,并屡创历史新高。一些投资者可能会因此而感到安心,认为历史将会重演。



Two years ago, when Steve Jobs left to get a liver transplant, Apple stock briefly fell about 5% or so. It was a blip. The stock then quickly rebounded and hit new highs. Some investors may take heart from that and figure history will repeat itself.


但自乔布斯上一次离职以来许多事情都改变了。今天的形势已大不同于以往,风险性更大了。



But a lot has changed since then. The situation today is very different, and riskier.


那个时候,苹果的股价比现在便宜得多。当时每股价格只有85美元左右,大约相当于每股销售额的2.3倍,每股现金流的5倍。而现在,苹果的股价是340美元,为每股销售额的5倍,每股现金流的17倍。那个时候,苹果的现金净价被评估为500亿美元,而现在它的现金净价被评估为2,940亿美元。



Back then, Apple stock was a lot cheaper. It was only around $85 a share, or about 2.3 times sales, five times cash flow. Today, shares cost $340, five times sales, and 17 times cash flow. Then, Apple was valued at $50 billion net of cash. Today it's $294 billion.


目前,华尔街的分析师中除一人外都将苹果股票的评级定为"买入",这种分析师几乎一致看好苹果股价前景的现象可不是个好兆头。历史对所有分析师都看好的股票并不宽容。



Today all but one analyst on Wall Street has it as a 'buy' - a degree of near-unanimity that is ominous. History has not been kind to the stocks that every analyst loves.


当然,无论乔布斯是否实际执掌苹果,这家公司都享有大量竞争优势。它实际上控制了从iPhones、iPads到Macs、iTunes和相关应用软件这一完整的科技生态系统。苹果当前的预期市盈率为17倍,不算很高。苹果手头拥有净现金,它就是一台赚钱机器。许多客户显然并不在意苹果产品的价格,该公司仍有巨大的增长潜力,特别是在海外市场。



Naturally, the company enjoys enormous strengths with or without Steve Jobs at the helm. It effectively controls an entire technological ecosystem - iPhones, iPads, Macs, iTunes, and applications. At about 17 times forecastearnings, the stock is not grossly expensive. It has net cash and is a cash machine. Many customers are apparently impervious to price, and significant growth potential remains, especially overseas.


但苹果的身价目前已达3,000亿美元,要想让如此高的身价继续上涨是很困难的。笔者上周承认,我过去18个月中对苹果股价的看法一直太过保守。我当时问需要出现什么情况才能让我对苹果股价的走势继续看走眼。我写道,如果苹果股价继续保持现在的上涨速度,两年内将升至每股1,000美元。这种事会发生吗?如果会,将如何发生?



Yet Apple now carries a $300 billion price tag. It's pretty hard to make a company that big grow. Last week I confessed I had been too cautious on Apple stock in the past 18 months. And I asked what it would take for me to keep being wrong. If Apple continued to rise at the same rate, I wrote, it would be heading for $1,000 per share in a couple of years. Could that happen? If so, how?


相关数据明白显示,苹果股价要保持目前的上涨速度将面临多么巨大的挑战。这需要苹果公司靠某种英雄般的产品创造出绝对堪称英雄般的业绩。坦率地说,我不愿意把宝押在这上面,虽然许多人显然愿意这样做。(就像我上周还提到的,"苹果股价能够涨到1,000美元吗"这类提问是我这样的人当某只股票的好运达到顶点时爱问的问题。)



Sheer numbers showed how big the challenge is. Apple investors would need an absolutelyheroicperformance from the company for something like that to take place. Bluntly, I wouldn't bet on it, although of course many will. (As I also mentioned, history suggests that 'Could Apple could go to $1,000' is the sort of question people like me tend ask at the peak of a stock's fortunes.)


对苹果的股东来说,乔布斯的健康状况一直是件令人担忧的事情。如果你是一名苹果的投资者,那就自我祝贺自己的好运吧,但对于这一风险也要心知肚明。乔布斯健康状况给苹果带来的风险是在上升而非下降。他这次再休病假就是这一风险的又一次显现。



Steve Jobs's health has long been a concern in the background for Apple stockholders. If you are an investor in Apple, congratulate yourself on your good fortune, but be aware of the risks. They are rising, not falling. And this, alas, is another one.


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BRETT ARENDS


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