随着经济全球化的快速发展,大量国外的应用软件和电子产品进入中国市场,与其相关的品牌翻译自然也引起了公众更多的关注,选择适当的翻译方法越来越重要。这篇文章主要通过对苹果公司软件和产品名称翻译的分析,认为在IT行业品牌名称翻译中,零翻译是主要的,并且也是较合适的翻译策略。苹果公司在旗下品牌名称翻译过程中的案例和实践也为中国IT企业的“走出去”战略提供了一些启示。 With the rapid development of economic globalization, a large number of foreign applications and electronic products have entered the Chinese market. The brand translations associated with this have naturally attracted more public attention. It is increasingly important to select suitable translation methods. This article mainly through the analysis of Apple’s software and product name translation, that in the IT industry brand name translation, zero translation is the main, but also more appropriate translation strategy. The case and practice of Apple in the translation of its brand name also provide some enlightenment for the “going out” strategy of Chinese IT enterprises.