Why are we addicted to upgrades?
電子產(chǎn)品更新?lián)Q代之煩惱
導(dǎo)讀：隨著科技的不斷發(fā)展，電子產(chǎn)品也是日新月異。面對升級換代的誘惑（lure）、來自朋友圈的壓力、以及各式營銷心理戰(zhàn)，你是心動？行動？還是按兵不動？
Although his 1-year-old smartphone still works perfectly, Li Jijia already feels the need to replace it.
盡管用了一年的智能手機完好無損，李繼嘉（音譯）已經(jīng)動了想換新手機的念頭。
“It has been a year. There are many better ones available now,” said the 21-year-old education major at Central China Normal University. “It's time to upgrade my phone.”
“已經(jīng)用了一年了，市面上出了很多更強大的手機。”就讀于華中師范大學(xué)教育學(xué)專業(yè)、21歲的李繼嘉說：“是時候換新手機了”。
Li's impatience is shared by many. Shortly after the season when new gadgets are released, many consumers feel the urge to upgrade their electronic devices, even though the ones they have still work just fine.
很多人都像李繼嘉一樣急切。新品發(fā)布季剛過，很多顧客便迫不及待地購買新的電子設(shè)備，即便舊的仍能正常使用。
As consumers obsess over Apple's newly released products and debate whether the Google tablet is better than the new Amazon Kindle, it might be time to take a step back and ask: “Do we really need the latest upgrades?”
當顧客們正癡迷于蘋果的新產(chǎn)品，熱議著谷歌平板電腦和亞馬遜Kindle閱讀器哪個更好時，或許我們是時候該退一步好好想想了：“我們真的需要這些最新的電子產(chǎn)品嗎？”
New psychology
新一輪的心理戰(zhàn)
According to Donald Norman, American author of the book The Design of Everyday Things, “plannedobsolescence” is the trick behind the upgrading culture of today's consumer electronics industry.
《設(shè)計每天的生活》一書的作者、美國作家唐納德？諾曼認為，隱藏在當今電子行業(yè)不斷更新?lián)Q代文化背后的是“計劃性報廢”的把戲。
The New York Times cited Norman last month, saying that electronics manufactures strategicallyrelease new upgrades periodically, both for hardware and software, so that customers on every level feel the need to buy the newest version.
上個月《紐約時報》引用諾曼的話說，電子廠商們有計劃地定期發(fā)布最新的軟硬件升級產(chǎn)品，這樣一來每個層次的顧客都覺得有必要去購買最新版本。
“This is an old-time trick– they're not inventing anything new,” he said.
諾曼表示：“這還是過去的舊把戲——沒什么新點子。”
Thomas Wensma, a Dutch designer, despises the “planned obsolescence” of companies, as recently reported by UK-based The Guardian.
最近英國《衛(wèi)報》有報道稱，來自荷蘭的設(shè)計師托馬斯？文斯瑪十分鄙視許多公司采取的“計劃性淘汰”策略。
Wensma said this is a wasteful system through which companies – many of them producing personal electronics – release shoddy products simply because “they know that, in six months or a year, they'll put out a new one”。
文斯瑪說這是一種相當浪費資源的機制。在這樣的機制中，包括許多個人電子產(chǎn)品生產(chǎn)商在內(nèi)的企業(yè)們之所以推出劣質(zhì)貨，是因為“他們清楚，一年半載之后，會有新品推出。”
But the new psychology of consumers is part of this system, as Wensma conceded to the newspaper: “We now want something new, something pretty, the next shiny thing.”
而如今消費者心理的改變也成為該機制的一部分，文斯瑪向英國《衛(wèi)報》透露說：“現(xiàn)在我們都喜歡新奇炫的東西。”
Huge profits
暴利
“It's to the detriment of the consumer and the environment,” as the New York Times quoted Norman. “But perhaps to the betterment of the stockholder.”
“這對消費者和環(huán)境來說是種傷害”《紐約時報》援引諾曼的話說：“但對股東們而言卻是好事一件。”
In its most recent fiscal year, Apple's profit margin was more than 21 percent, reported the Los Angeles Times. At Hewlett-Packard, the world's biggest PC manufacturer, it was only 7 percent.
據(jù)《洛杉磯時報》報道稱，蘋果公司最新年度財務(wù)報告顯示，其利潤率超過21%。而作為全球最大的個人電腦制造商，惠普公司的利潤率僅為7%。
“Steven Jobs pushed the principle of 'planned obsolescence' to new heights,” the newspaper commented on the company's profits and marketing strategy. “Apple's annual upgrades of its products generate sales of millions of units as owners of one year's MacBook or iPhone line up to buy the newest version, even when the changes are incremental.”
“史蒂夫？喬布斯將‘計劃性淘汰’推向了一個新高度。”《洛杉磯時報》在評論蘋果公司的利潤與營銷戰(zhàn)略時如是說道：“用戶們放棄了剛購入一年的蘋果筆記本電腦Macbook或iPhone，再次排起長龍去購買最新產(chǎn)品，這樣一來蘋果公司每年的產(chǎn)品升級都帶來了數(shù)百萬的銷量，盡管這些產(chǎn)品升級有時只是量變而非質(zhì)變。”
Peer pressure
朋友圈的壓力
As to Li Jijia, the need for upgrading his smartphone comes mainly from friends and classmates. When the majority of friends are switching to the latest devices, he worries about feeling left out.
對于李繼嘉來說，換手機的需求主要來源于朋友和同學(xué)的壓力。因為大部分朋友都換了新的，他擔心自己落伍。
“Some apps and games require better hardware to run,” said Li. “If you don't join in, you lose part of the connection to your friends.”
“有些應(yīng)用和游戲需要更好的硬件才能運行，”李繼嘉說：“如果你脫離組織，就會跟朋友們格格不入。”
