英文名称：How Steve Jobs Changed the World
年代：2011
推荐：千部英美剧台词本阅读
| 时间 | 英文 | 中文 |
|---|---|---|
| [00:02] | He changed our lives. | 他改变了我们的生活 |
| [00:04] | Steve Jobs had a vision. | 史蒂夫·乔布斯很有远见 |
| [00:07] | Like the world lost a John Lennon. | 这世界像失去了另一位约翰·列侬 |
| [00:09] | He demanded perfection. | 他追求完美 |
| [00:11] | He could rip into people, | 他对员工不留情面 |
| [00:12] | be tough to work for. | 为他工作绝非易事 |
| [00:14] | And led a technological revolution. | 他发起了一场技术革命 |
| [00:17] | The personal computer. | 最初是个人电脑 |
| [00:19] | A light bulb goes off | 他灵光一现 |
| [00:21] | and he says, wow, I can put computers on every desktop. | 便说 我要让电脑进入寻常百姓家 |
| [00:29] | The iPod. | 紧接着是iPod |
| [00:31] | When they first came out, people were like, oh, my god, | 刚面世的时候 人们都惊呼不止 |
| [00:32] | they’re so sleek, they are so sexy. | 赞叹其时尚性感的外观 |
| [00:34] | It was new and small. | 它们小巧新颖 |
| [00:35] | I had to have it. | 我必须要买一台 |
| [00:36] | The iPhone. | 然后iPhone |
| [00:38] | I have an iPhone, which is an extension of me | 我的iPhone就像是我身体的一部分 |
| [00:40] | and I love using it. | 使用它是种享受 |
| [00:41] | I was able to read text messages and send them. | 我能用它语音收发信息 |
| [00:46] | The iPad. | 接着是iPad |
| [00:48] | People didn’t know | 人们并不知道 |
| [00:49] | they wanted it or needed it | 自己想要或需要它 |
| [00:51] | and turns out they did. | 最后发现自己离不开它 |
| [00:52] | It’s kind of like, well, | 反正就是 |
| [00:54] | we’re gonna make a portable music player. | 我们要生产便携式音乐播放器 |
| [00:56] | I need that. | 我需要 |
| [00:57] | We’re going to make a phone, | 我们要生产手机 |
| [00:59] | I need that! | 我也需要 |
| [01:00] | We’re going to make a toaster. | 我们要生产烤面包机 |
| [01:01] | I need that! | 我还是需要 |
| [01:05] | 史蒂夫·乔布斯 改变世界的力量 | |
| [01:11] | – I’m Adam Savage – And I’m Jamie Hyneman. | -我是亚当·沙维奇 -我是杰米·海曼 |
| [01:14] | We are at the Computer History Museum | 我们在位于加州山景城的 |
| [01:16] | in Mountain View, California. | 电脑历史博物馆 |
| [01:18] | You don’t have to be a tech geek | 即使你不是技术宅 |
| [01:19] | to appreciate the shrine to the technology age. | 也能看出这里堪称信息时代的圣地 |
| [01:22] | It helps. | 当然是的话更好 |
| [01:24] | This is the perfect place to | 这里是缅怀一位 |
| [01:25] | remember one of its founding gurus. | 计算机行业伟大奠基者的最佳场所 |
| [01:28] | Because it would look a whole lot different around here | 因为若没有史蒂夫·乔布斯 |
| [01:30] | if Steve Jobs hadn’t been around. | 这里的面貌将相去甚远 |
| [01:32] | We’re going to look at Steve Jobs’ legacy | 我们将从产品和理念两方面 |
| [01:35] | both in terms of things and ideas. | 回顾乔布斯的传奇经历 |
| [01:37] | Ideas that will spur innovation | 他的理念不断激发出 |
| [01:39] | far into the future. | 超前的创新 |
| [01:40] | And his big idea? | 而他的宏伟理念 |
| [01:41] | Right from the very beginning, | 从最初开始 |
| [01:43] | was to change everything! | 就是改变一切 |
| [01:48] | Do you have to be | 是不是天才 |
| [01:51] | a difficult person, | 一定都难以相处 |
| [01:52] | a tough person to be a genius? | 个性强悍 |
| [01:55] | 安迪·瑟威尔 《财富》杂志 执行编辑 | |
| [01:56] | I don’t know the answer to that. | 我无法回答 |
| [01:59] | He was very dictatorial. | 他很独断 |
| [02:00] | He was very tough. | 很强硬 |
| [02:02] | He had a very clear sense | 他深知自己 |
| [02:06] | 乔·诺塞拉 《纽约时报》商务专栏作家 | |
| [02:07] | of his own guts, his own instinct. | 胆识过人 |
| [02:09] | He was abrasive. | 他不招人喜欢 |
| [02:09] | 谷川道雄 纽约城市学院 理论物理学家 | |
| [02:11] | He was brash. | 很蛮横无礼 |
| [02:12] | He thought he knew everything. | 他认为自己无所不知 |
| [02:13] | But the product he created were not elitist | 而他创造的产品算不上尖端的 |
| [02:13] | 图雷 微软全国广播公司撰稿人 文化评论员 | |
| [02:16] | even though they were super cool. | 尽管都与众不同 |
| [02:18] | All around the world people love these products. | 全世界的人们都爱苹果的产品 |
| [02:21] | What did Frank Perdue say: “It takes a tough band to make a tender bird.” | 弗兰克·珀杜曾说”严谨决定一切” |
| [02:21] | 此人是美国有名的养鸡老板 曾出演自己的广告 原句为”It takes a tough man to make a tender chicken” | |
| [02:29] | Say what you want, | 不管怎么说 |
| [02:30] | but Steve Jobs was “The Guy” | 史蒂夫·乔布斯仅此一位 |
| [02:31] | who envisioned a computer on every desk, | 他预见了个人电脑的普及 |
| [02:34] | an earbud in every ear, | 音乐将随身而行 |
| [02:36] | and a device that would take multitasking | 多任务处理设备 |
| [02:38] | to a whole new level. | 将迈入全新纪元 |
| [02:40] | He didn’t just envision. | 他不止提出构想 |
| [02:42] | He made it happen! | 更将其化为现实 |
| [02:44] | And we are calling it, iPhone. | 我们将其命名为 iPhone |
| [02:48] | iPhone | 苹果缔造手机新理念 |
| [02:50] | He was about humanizing technology | 他致力于将科技人性化 |
| [02:52] | in a way that made it extraordinarily easy | 让其变得无与伦比地便捷 |
| [02:54] | 辛迪·盖洛普 IfWeRanTheWorld 网站创始人兼CEO | |
| [02:55] | and it was an absolutely joy and pleasure to use. | 使操作变成一种享受和乐趣 |
| [02:58] | His gut instinct was his genius. | 他的天才之处在于精准的直觉 |
| [03:02] | And it’s absolutely unteachable. | 而这些是学不来的 |
| [03:05] | It’s rare when someone can affect your life | 很少有人能以这样个人的方式 |
| [03:07] | 皮特·温兹 Fall out boy 和 Black cards 乐队音乐人 | |
| [03:09] | in such a personal way | 影响到你的生活 |
| [03:10] | and you don’t know them at all. | 而你根本不认识这些人 |
| [03:13] | Genius is not about making complicated things. | 天才不在于把事物复杂化 |
| [03:16] | It’s about making complicated things very simple. | 而在于把复杂事物变简单 |
| [03:18] | Making things simple and beautiful, | 让产品简洁而富有美感 |
| [03:21] | that was the genius of Steve Jobs from the very start. | 这便是史蒂夫·乔布斯的初衷 |
| [03:25] | He was born in 1955 to a pair of | 1955年 乔布斯出生 |
| [03:27] | unmarried graduate students, | 父母是一对未婚研究生情侣 |
| [03:29] | intellectuals who put him up for adoption. | 他们把他送人抚养 |
| [03:32] | He grew up with a loving, | 他在加州硅谷 |
| [03:33] | working-class couple in California’s Silicon Valley. | 一个和睦美满的工薪家庭中长大 |
| [03:37] | Just like Harry Potter, Steve Jobs realized | 和哈利·波特一样 史蒂夫·乔布斯意识到 |
| [03:38] | 艾伦·达奇曼 《史蒂夫·乔布斯:改变世界的力量》作者 | |
| [03:40] | that he was a wizard, | 自己是个魔法师 |
| [03:42] | even though he was being raised by Muggles. | 尽管他是由麻瓜养大 |
| [03:44] | He was a hybrid, | 他是个混合体 |
| [03:45] | one part geek and one part hippy. | 一半技术宅 一半嬉皮士 |
| [03:48] | It was the 60s. | 时代使然 |
| [03:51] | When he was a teenager | 十几岁的时候 |
| [03:52] | He met a fellow techy, | 他遇到了同道中人 |
| [03:53] | a hacker, | 一名黑客 |
| [03:54] | named Steve Wozniak. | 他便是史蒂夫·沃兹尼亚克 |
| [03:57] | They wild away the hours tinkering | 他们在乔布斯家里 |
| [03:59] | with electronics in the Jobs’ house. | 花费大量时间研究电子设备 |
| [04:02] | I grew up in Palo Alto, | 我在帕洛阿尔托长大 |
| [04:04] | not too far from where Steve Wozniak | 离史蒂夫·沃兹尼亚克和史蒂夫·乔布斯 |
| [04:07] | and Steve Jobs hung out. | 常出没的地方不远 |
| [04:09] | It’s legendary. | 说来也神奇 |
| [04:10] | There’s so many inventers in the Bay Area | 海湾地区的很多发明家 |
| [04:12] | who start off in their mom’s garage. | 都是从自家车库里起家的 |
| [04:14] | In 1972, Jobs headed to Oregon | 1972年 乔布斯前往俄勒冈州 |
| [04:18] | where he attended a small liberal arts college. | 就读于一所小型文科学院 |
| [04:20] | Turned on, tuned in and dropped out. | 他踌躇满志地入学 但很快退学 |
| [04:24] | He listened to the Beatles, and Bob Dylan, | 他酷爱披头士和鲍勃·迪伦 |
| [04:26] | took LSD and went to India. | 吸食致幻剂 然后去了印度 |
| [04:30] | When he returned to Silicon Valley in 1975 | 1975年他返回硅谷时 |
| [04:33] | it was the dawn of the computer age | 计算机时代正崭露出头角 |
| [04:36] | and Steve Jobs had a vision. | 而他萌生了一个想法 |
| [04:38] | He ultimately hits upon this idea | 他最终认为 |
| [04:41] | that computer technology can be the source of transcendence, | 电脑技术将成为历史性的革命 |
| [04:46] | that it can transform our lives, | 我们的生活将彻底为之改观 |
| [04:48] | that it can help us live on a different plane, a different dimension. | 进入全新的维度和层面 |
| [04:52] | But in the here and now in the mid 1970s | 但在70年代中期 |
| [04:55] | computers were prehistoric and enormous. | 电脑犹如史前生物般庞大 |
| [04:59] | Back in the ’60s and ’70s, | 在六七十年代 |
| [05:00] | think of what the computer looked like. | 电脑的样子与今日大相径庭 |
| [05:02] | They were the size of an office. | 大小和房间差不多 |
| [05:05] | Only the millitary and large banks | 只有军队和大型银行 |
| [05:07] | could own one of these things. | 才能拥有这样一台装备 |
| [05:10] | The very first Steve Jobs’ computer | 史蒂夫·乔布斯的第一台电脑 |
| [05:12] | was acturally the brain child of his friend, Steve Wozniak. | 实际上是他朋友史蒂夫·沃兹尼亚克的创意 |
| [05:16] | Wozniak did the wiring | 沃兹尼亚克负责实际操作 |
| [05:18] | and Jobs did the dreaming | 而乔布斯负责构思未来 |
| [05:19] | and be hold, the Apple 1. | 各位请看 苹果一代 |
| [05:23] | No power supply. | 没有电源 |
| [05:24] | No casing, just a beginning. | 没有封装 只是个雏形 |
| [05:28] | Jobs and Waz unveiled the prototype | 1976年 乔布斯和沃兹在家用电脑俱乐部 |
| [05:30] | to their fellow tech geeks | 向其他研究技术的同仁们 |
| [05:31] | at the Home Brew Computer Club in 1976. | 推出了苹果机的原型 |
| [05:35] | Everybody kind of huddled over in a group | 俱乐部中的所有成员都会聚在一起 |
| [05:36] | 约翰·特拉博 电脑程序员 | |
| [05:36] | and you can go over there and talk about | 你可以上前和他们讨论 |
| [05:39] | building a 6502. | 如何制作6502微处理器 |
| [05:42] | In the first meeting where I saw Steve Jobs, | 我第一次在会上见到史蒂夫·乔布斯时 |
| [05:42] | 李·菲尔斯丁 电脑工程师 | |
| [05:45] | he was rushing around madly, | 他疯狂地到处跑乱窜 |
| [05:47] | trying to listen in on every one of those conversations | 在场同时进行的众多讨论 |
| [05:51] | that was going on simultaneously. | 他都不想错过 |
| [05:53] | He had a real intensity to his demeanor. | 他的求知欲望很强烈 |
| [05:56] | Jobs’ imagined a machine for the people. | 乔布斯为大家构思了一台机器 |
| [05:59] | And he said he was the man to make it happen. | 并且声称他要使之成为现实 |
| [06:02] | The two Steves found an investor | 这二人组找到了投资者 |
| [06:04] | and formed Apple Computer Inc. | 并成立了苹果电脑公司 |
| [06:07] | The name apple, the friendly shape, | 苹果一名琅琅上口 造型可人 |
| [06:08] | 史蒂夫·沃兹尼亚克 苹果公司创始人之一 | |
| [06:09] | the friendly advertising we did, | 再加上很有亲和力的广告 |
| [06:11] | Steve was a genius at marketing. | 史蒂夫就是个营销天才 |
| [06:13] | It helped bring this whole category | 这样有益于把这一整套设备 |
| [06:15] | of device to the world. | 向全世界推广 |
| [06:17] | Apple 1, morphed into Apple 2 | 苹果一代演变为苹果二代 |
| [06:20] | which went further. | 技术也更上一层楼 |
| [06:21] | It was faster and had text display, | 运行更快 并支持文本 |
| [06:24] | color graphics and its own plastic casing. | 和彩色图形显示 还有塑料外壳 |
| [06:27] | It was the first personal computer | 那是第一台个人计算机 |
| [06:29] | that a human being, a normal human being, | 一个人 一个普通人 |
| [06:31] | a nontechnically human being could use. | 一个非技术人员就能使用它 |
| [06:34] | I think Steve Jobs knew that | 我认为史蒂夫·乔布斯知道 |
| [06:36] | he was on to something big, real big. | 他即将成就一番伟业 真正的伟业 |
| [06:41] | But the revolution was about | 但这场革命 |
| [06:42] | to be sparked on the tail of something quite small. | 将会在一个小东西的尾巴上大放异彩 |
| [06:46] | The mouse. | 那就是鼠标 |
| [06:48] | Jobs’ stumbled on the technology | 在1979年 乔布斯访问施乐公司时 |
| [06:50] | in 1979 while touring Xerox. | 无意中发现了这项技术 |
| [06:53] | Their Alto computer has a mouse | 他们的阿尔托电脑有个鼠标 |
| [06:55] | that let users interact with images. | 人机交流以图形的形式进行 |
| [06:57] | On the screen in that one little object, | 从屏幕上的那些小东西 |
| [07:00] | he sees the future. | 他看见了未来 |
| [07:02] | I can remember how computers were a bunch of codes. | 我还记得那时电脑需要一大堆代码 |
| [07:08] | You turn it on and | 你打开电脑 |
| [07:09] | you had to type a word or a set of code | 必须输入一个单词或一段代码 |
| [07:13] | letters or numbers, whatever, | 或数字之类的东西 |
| [07:14] | and then that would lead to something else. | 然后才能进入其他操作 |
| [07:17] | It was like, you know, | 用的时候总会想 |
| [07:19] | am I going to get the right code for | 代码写对了吗 |
| [07:21] | the mystic in the box | 这个神奇的盒子会给我 |
| [07:23] | to give me what I want? | 想要的结果吗 |
| [07:26] | The mouse — it was so simple. | 鼠标 它是如此的简单 |
| [07:29] | Jobs’ didn’t invent it, he reinvented it. | 并非乔布斯的发明 他对其进行了改造 |
| [07:32] | Reinventing, making stuff better | “改造 让东西更好用” 这一宗旨 |
| [07:35] | would become his career-long M.O. | 贯穿了他的整个职业生涯 |
| [07:37] | Meanwhile, Apple 2 sales are robust. | 同时 苹果二代销售火爆 |
| [07:40] | The company goes public in 1980 | 苹果公司于1980年上市 |
| [07:43] | and Steve Jobs is suddenly worth $200 million. | 史蒂夫·乔布斯的身价猛然增至两亿 |
| [07:44] | 《时代周刊》 飞来横财 美国冒险家 | |
| [07:48] | This hadn’t happened before, | 这堪称前无古人 |
| [07:50] | for a 25 year old, to be worth | 一个二十五岁的青年 |
| [07:52] | hundreds of millions of dollars | 如此年轻 |
| [07:54] | when he was still young. | 身价就高达上亿美元 |
| [07:55] | He was dashingly good looking. | 他风度翩翩 |
| [07:57] | He was this new symbol of entrepreneurship. | 是新一代企业家的象征 |
| [08:01] | Apple continues developing the mouse. | 苹果公司继续鼠标的开发 |
| [08:03] | Their first computer, the feature one, | 他们第一台独具特色的电脑 |
| [08:05] | the Lisa, released in 1983, | Lisa 于1983年发布 |
| [08:08] | is a flop. | 却是个败笔 |
| [08:10] | Turns out people don’t want to 10 grand for a PC. | 事实证明大家不愿意花一万块买个人电脑 |
| [08:13] | But Jobs’ learns from his failure | 但乔布斯在失败中吸取了教训 |
| [08:15] | and Lisa gives birth to the Macintosh. | Lisa为Macintosh的诞生奠定了基础 |
| [08:22] | He was looking for something | 他在寻找一样 |
| [08:23] | 丹尼尔·考特科 苹果公司前雇员 | |
| [08:24] | to put his mark on. | 风格独特的产品 |
| [08:25] | And he seized on this little Mac | 史蒂夫看中了Mac |
| [08:28] | and Steve got the vision | 他预见 |
| [08:31] | that we were going to sell a million of these. | 我们会卖出几百万台电脑 |
| [08:33] | Instead of calling the monitor a monitor, | 我们不再称显示器为显示器 |
| [08:36] | we called it a desktop, not a screen. | 而称之为桌面 不是屏幕 |
| [08:38] | A desktop, why? | 而是桌面 为什么 |
| [08:40] | Everybody knows what a desktop is. | 大家都知道桌面是什么东西 |
| [08:42] | Little icons on the Macintosh | Macintosh中的每个小图标 |
| [08:44] | would represent a page. | 都代表一个页面 |
| [08:45] | Everybody knows what a paint bucket does. | 大家都知道漆桶工具是做什么的 |
| [08:47] | The one that looks like an eraser, | 而那个看上去像橡皮的图标 |
| [08:49] | click on it and it will be erasing, | 单击它 它就变成橡皮了 |
| [08:51] | all these things that kind of remove the technology. | 这一切颠覆了人们对科技的印象 |
| [08:54] | The development of the Mac is | Mac的发展一直处在 |
| [08:56] | surrounded by corporate intrigue. | 企业权谋争斗的背景之下 |
| [08:58] | Yes, Jobs is brilliant but he’s also notoriously difficult. | 乔布斯是很聪明 也出了名的难相处 |
| [09:03] | The board wants more of a grown-up | 公司更想要一个稳重的成年人 |
| [09:05] | to keep their young visionary in check. | 来实现他们尚未成熟的蓝图 |
| [09:07] | They were not going to trust | 他们很不放心把钱投给 |
| [09:10] | their investment to a hippy like Steve Jobs. | 史蒂夫·乔布斯这样的嬉皮士 |
| [09:13] | So from early on, | 因此 在早期 |
| [09:14] | the money men brought in older, | 投资者都启用年长的 |
| [09:17] | experienced executives to run | 更有经验的执行官 |
| [09:20] | the business of Apple computer. | 来经营苹果的电脑生意 |
| [09:22] | Jobs himself recruits John Scully, | 乔布斯亲自招募了约翰·斯考利 |
| [09:24] | former president of PePsiCo to become the new CEO. | 百事公司的前总裁来担任新CEO |
| [09:28] | They get along well, at first. | 他们最初相处很融洽 |
| [09:31] | But Scully wants to market the Mac | 但是斯考利想让苹果公司 |
| [09:33] | to corporate America taking on IBM | 取代IBM在美国商用机界的地位 |
| [09:36] | while Jobs’ sees the Mac | 而乔布斯把Mac |
| [09:38] | as a consumer product | 当成一种大众消费品 |
| [09:40] | and believes it will define apple’s future. | 并相信这会决定苹果的未来 |
| [09:43] | He works his A-team maniacally. | 他让自己的精英小组疯狂地工作 |
| [09:46] | And he tells people that they are pirates | 他告诉大家 他们是海盗 |
| [09:49] | the rest of Apple was the navi, | 公司中其他的人则是海军 |
| [09:51] | and they literally fly the pirate flag. | 而他们还真升起了海盗旗 |
| [09:54] | He could rip into people and | 他对员工不留情面 |
| [09:55] | be tough to work for. | 为他工作绝非易事 |
| [09:57] | But he was so charismatic, | 但是他太有魅力了 |
| [09:59] | and people at Apple put up with this | 而难以置信的是 苹果公司的成员 |
| [10:02] | incredibly demanding culture. | 都能忍受这一点 |
| [10:04] | Because they knew working for him | 因为他们知道 为他工作 |
| [10:05] | was a once-in-a-lifetime opportunity. | 是个千载难逢的机遇 |
| [10:08] | Steve was perfectly content to continue the work | 史蒂夫能每周工作一百小时 |
| [10:11] | 100-hour weeks to get this done. | 并完美地完成工作 |
| [10:12] | But his team could not. | 但是他的团队却不能 |
| [10:15] | There was a lot of friction, | 他们之间有许多摩擦 |
| [10:16] | there was a lot of tension. | 关系也很紧张 |
| [10:17] | And there was inside Apple | 在苹果公司内部 |
| [10:20] | a feeling that Steve was not ready | 大家都感觉史蒂夫并未准备好 |
| [10:23] | to manage a division | 经营管理一个部门 |
| [10:25] | or to be a high-ranking official inside the company. | 或担任公司高管人员 |
| [10:29] | When the Mac is released in early 1984, | 1984年初 Mac首次登台亮相 |
| [10:32] | sales are underwhelming. | 其销售成绩却令人大失所望 |
| [10:33] | Ssteve Jobs hits the wall, hard. | 史蒂夫·乔布斯身陷窘境 进退维谷 |
| [10:37] | And the Macintosh is a flop. | Mac电脑实属败笔 |
| [10:39] | And his stock within Apple is diminished | 他在苹果公司的股票迅速缩水 |
| [10:43] | because he’s focused on creating this new machine | 因为他全力研发的新机器 |
| [10:45] | that has failed. | 遭遇惨败 |
| [10:47] | Eventually, things get better for the Mac, | 终于 Mac的销量有所好转 |
| [10:49] | but they get a whole lot worse | 但乔布斯和斯考利之间的关系 |
| [10:52] | between Jobs and Scully. | 却逐步恶化 |
| [10:54] | By early 1985, the two aren’t even talking. | 1985年初 二人甚至互不搭理 |
| [10:58] | I got them together to try to resolve the issue. | 我把他们叫到一起 试着让他们和解 |
| [11:00] | 杰伊·艾略特 1980-1986年任苹果公司资深副总裁 | |
| [11:00] | At that meeting Steve got very emotional, | 那次会议上 史蒂夫情绪波动很大 |
| [11:02] | he actually started crying and | 几度落泪 |
| [11:03] | I started to look at Scully, | 而我发现斯考利 |
| [11:05] | sort of steel eyes that he saw weakness in Steve | 却冷眼看穿史蒂夫的弱点 |
| [11:08] | that he probably would use against him. | 并利用这些弱点对付他 |
| [11:10] | And I believe he went to the board and said, | 我想他肯定告诉董事会 |
| [11:12] | this guy is unstable | 史蒂夫靠不住 |
| [11:13] | and so we need to take action here. | 应该采取一些措施 |
| [11:16] | Sooner or later, titans are going to clash. | 二虎相争 必有一伤 |
| [11:19] | Something’s got to give, | 肯定会出现牺牲品 |
| [11:20] | and what gave was Steve Jobs. | 而被丢弃的正是史蒂夫·乔布斯 |
| [11:22] | Out the window he went. | 他退出了苹果的舞台 |
| [11:24] | The visionary pirate is being forced | 远见卓识的海盗船长 |
| [11:27] | to walk the plank off his own ship. | 只好被迫离开自己的战舰 |
| [11:30] | He’s devastated. | 他不知所措 |
| [11:32] | It was about two in the morning | 大概是半夜两点钟 |
| [11:33] | and I got a phone call. | 我接到了史蒂夫的电话 |
| [11:34] | And Steve was sobbing on the other end of the phone, very upset. | 他在电话那头泣不成声 很烦恼 |
| [11:37] | And Steve said, “oh my god, I’ve been pushed to the sidelines.” | 他说 “天啊 我快要崩溃了” |
| [11:41] | But failure only strengthened Steve Jobs’s drive. | 但失败只会让史蒂夫越挫越勇 |
| [11:44] | His next re-invention would be a big one– | 他的下一项再发明将震惊世界 |
| [11:47] | himself. | 那就是他自己 |
| [11:51] | 史蒂夫·乔布斯 改变世界的力量 | |
| [11:57] | Visionary, genius, | 远见卓识 才华横溢 |
| [11:59] | guru, artist. | 引领时代 独树一帜 |
| [12:02] | Words that get thrown around a lot | 在谈到史蒂夫·乔布斯时 |
| [12:03] | when you’re talking about Steve Jobs. | 会让人不自觉地想到这些词语 |
| [12:06] | He was also at heart a storyteller. | 实际上他还是一个讲故事的能手 |
| [12:08] | He intuitively understood that | 他似乎生来就深知 |
| [12:10] | people create personal bonds with things | 当人们知道了事物背后的故事之后 |
| [12:12] | when they know their stories. | 会更容易产生情感上的共鸣 |
| [12:15] | When he got bounced from Apple | 离职苹果公司几年后 |
| [12:16] | it took him a few years to find a new one to tell. | 他才终于有了新故事可以述说 |
| [12:19] | This time, instead of telling | 这一次 他不再是 |
| [12:20] | the story of computers, his new team | 讲述关于电脑的故事 而是和他的团队 |
| [12:22] | used computers to tell the story of some toys. | 用电脑讲述一群玩具的故事 |
| [12:26] | It turned out pretty well. | 结果大获成功 |
| [12:28] | His best story yet. | 这是他目前为止最成功的故事 |
| [12:31] | November 22, 1995, | 1995年11月22日 |
| [12:34] | audiences across America are | 全美各地万人空巷 |
| [12:36] | lining up for a ground-breaking movie | 翘首期盼着这一部 |
| [12:38] | that will change the film industry forever. | 彻底改变电影界的惊天大片 |
| [12:41] | “Toy Story.” | 《玩具总动员》 |
| [12:45] | It would just knock your socks off. | 这部电影绝对让人眼前一亮 |
| [12:46] | Never seen it an animated move like | 这之前从来没有一部像这样的 |
| [12:48] | this computer-generated movie. | 完全由电脑制作的动画电影 |
| [12:48] | 安迪·瑟威尔 《财富》杂志 执行编辑 | |
| [12:50] | The story was incredibly moving. | 其故事情节感人至深 |
| [12:53] | The world is dazzled by the very first release | 名不见经传的皮克斯动画工作室 |
| [12:56] | from a small unconventional film studio called “Pixar”, | 其第一部作品就令世界啧啧称奇 |
| [13:00] | with Steve Jobs at the helm. | 而工作室的掌舵人正是史蒂夫·乔布斯 |
| [13:03] | You just got sucked in to the beauty | 其作品美妙绝伦 令人沉醉其中 |
| [13:03] | 图雷 微软全国广播公司撰稿人 文化评论员 | |
| [13:05] | and the sort of retina explodes. | 目不暇接 |
| [13:09] | For the first time, computer characters | 有史以来 电脑人物头一次显得 |
| [13:12] | are warm, cuddly, relatable. | 如此有血有肉 活泼可爱 栩栩如生 |
| [13:15] | These were animated characters | 虽然他们只是动画人物 |
| [13:16] | but they seemed like | 但他们就好像是 |
| [13:18] | 汤姆·布罗考 美国国家广播公司新闻网 | |
| [13:18] | they belonged in our family or | 我们的家人 |
| [13:20] | that we’d have them in our house. | 或是家里的一部分 |
| [13:22] | It’s the big comeback | 这正是史蒂夫·乔布斯 |
| [13:23] | Steve Jobs has been waiting for. | 期盼多年的华丽回归 |
| [13:26] | But it has taken Jobs and Pixar | 然而乔布斯和皮克斯工作室 |
| [13:28] | nearly ten years to get this far. | 花了将近十年才走到这一步 |
| [13:31] | And it almost didn’t happen at all. | 而且差一点就功亏一篑 |
| [13:33] | After he got the boot in 1985, | 1985年离开苹果公司后 |
| [13:36] | he sold all of his Apple shares but one. | 他将其股份全部出售 仅保留一股 |
| [13:39] | He had millions of dollars | 他当时拥有几百万美元 |
| [13:41] | burning a hole in his pocket. | 堪称巨富 |
| [13:43] | Anyone but Jobs might have retired. | 换做别人定会选择退休 |
| [13:45] | He went through a real period of personal crisis. | 他经历了生命中真正的低谷 |
| [13:46] | 大卫·普莱斯 《皮克斯总动员》作者 | |
| [13:48] | And there’s a period of time, | 现在看来很难想象 |
| [13:51] | it’s hard to imagine today, | 但有那么一段时间 |
| [13:53] | when he was more or less a laughing stock of Silicon Valley. | 他差不多是硅谷众人皆知的笑柄 |
| [13:56] | I said, Steve, | 我对他说 史蒂夫 |
| [13:57] | keep your vision intact | 坚持你的梦想 |
| [13:59] | and you’ll be fine. | 会没事的 |
| [14:00] | You just keep going the way you are. | 坚持自我 |
| [14:01] | At the time, Steve’s obsession | 在当时 史蒂夫极力想要 |
| [14:04] | was to build the best possible new computer, NeXT. | 打造出新一代至尊电脑 即NeXT |
| [14:08] | What impact will the computer have on the computer industry? | NeXT将对计算机产业有什么影响 |
| [14:10] | We think more in terms of | 我们则更侧重于 |
| [14:12] | what impact is this computer going to have on the people | NeXT电脑对于计算机用户 |
| [14:13] | that use it. | 会有什么样的影响 |
| [14:14] | Scouting for the most advanced graphics, | 他在寻求最先进的图形技术的过程中 |
| [14:18] | he ran across Pixar. | 邂逅了皮克斯 |
| [14:20] | When it comes to Pixar, | 说起皮克斯工作室 |
| [14:21] | Steve Jobs was really an accidental visionary. | 史蒂夫·乔布斯可谓是无心插柳 |
| [14:24] | He bought the company, | 他买下皮克斯的初衷 |
| [14:25] | expecting it to be another computer company | 是想将其打造成 |
| [14:29] | like Apple, like NeXT. | 像苹果和NeXT一样的电脑公司 |
| [14:31] | And Steve Jobs was also really not that | 当时 史蒂夫·乔布斯 |
| [14:33] | 大卫·科亨 《Variety》杂志 特写副主编 | |
| [14:34] | interested at the time in computer animation. | 对电脑动画并不怎么感兴趣 |
| [14:37] | And as it turned out he saw | 但后来他碰巧看到了 |
| [14:38] | what John Lasseter and the gang | 约翰·拉赛特和他团队的研究 |
| [14:40] | were doing and he liked it. | 便喜欢上了 |
| [14:42] | Pixar was a computer before it was a company, | 皮克斯之前是一台电脑的名字 |
| [14:45] | developed under the direction of | 由乔治·卢卡斯负责研发 |
| [14:47] | George Lucas to enhance special effects | 主要用于制作《星球大战》等电影中 |
| [14:49] | for movies like Star Wars. | 震撼的视觉特效 |
| [14:52] | But both Pixar’s inventers and | 皮克斯的创始人和史蒂夫·乔布斯 |
| [14:53] | Steve Jobs believed the technology can do much more. | 都坚信这项技术的潜力远不止于此 |
| [14:58] | At first people said, digital animation, impossible. | 最初人们认为数字动画简直是天方夜谭 |
| [14:58] | 谷川道雄 纽约城市学院 理论物理学家 | |
| [15:02] | Too much computer time. | 电脑制作时间过长 |
| [15:04] | Too awkward. | 画质怪异 |
| [15:05] | It would be too expensive to bring it to market. | 耗资巨大 难以市场化 |
| [15:09] | But Jobs and his team stick to their vision. | 但乔布斯和他的团队坚持己见 |
| [15:12] | In 1991, Pixar gets its break. | 1991年 皮克斯工作室时来运转 |
| [15:16] | Signing a deal with Disney to | 与迪士尼签约 |
| [15:17] | produce three full-length computer-animated films. | 制作了三部电脑动画长片 |
| [15:21] | I love the “Toy Story” series. | 我超喜欢《玩具总动员》系列电影 |
| [15:21] | 乔·诺塞拉 《纽约时报》商务专栏作家 | |
| [15:22] | I just do. | 就是喜欢 |
| [15:24] | “Toy Story” is followed by | 继《玩具总动员》后 |
| [15:26] | one hit after another. | 皮克斯制作的卖座动画接连不断 |
| [15:28] | We were all proved wrong, | 史蒂夫·乔布斯再一次用事实证明 |
| [15:29] | yet again, by Steve Jobs. | 我们之前的看法是错的 |
| [15:31] | He had it figured out | 他早已看出 |
| [15:32] | that this was going to be a big thing. | 电脑动画将会成为一个大产业 |
| [15:34] | And he was going to help make it a big thing. | 而他则要将这块蛋糕做大 |
| [15:37] | I don’t just love The Incredibles, | 我不只是喜爱《超人总动员》 |
| [15:39] | I love Pixar. | 我爱的是皮克斯 |
| [15:40] | I love what they’re about, | 我喜爱他们的一切 |
| [15:42] | what they do and what they stand for. | 他们的工作 他们的理念 |
| [15:44] | The product they put out. | 以及他们的产品 |
| [15:45] | The product respects the audience. | 那是真正尊重观众意愿的产品 |
| [15:48] | It’s bigger than Steve Jobs could have imagined. | 该产业的规模甚至超出乔布斯的想象 |
| [15:51] | In 2006, | 2006年 |
| [15:53] | Disney buys Pixar for $7.4 billion. | 迪士尼以74亿美元的价格收购皮克斯 |
| [15:58] | This mouse proves to be more | 对于乔布斯 米老鼠与鼠标相比 |
| [15:59] | lucrative for Jobs than this one. | 带来了更为可观的利润 |
| [16:02] | Pixar with millions and the payout was billions. | 当初仅投入几百万的皮克斯却卖了几十亿 |
| [16:06] | That’s really all you need to know. | 光这些足以说明一切 |
| [16:09] | Perhaps Jobs greatest contribution to Pixar | 或许乔布斯对皮克斯做出的最大贡献 |
| [16:12] | was recognizing its hidden potential | 就是发掘其隐藏的潜力 |
| [16:15] | and standing by his investment, | 并且坚持投入资金 |
| [16:17] | something he would do again and again | 而这些正是他1997年回归苹果 |
| [16:19] | after his return to Apple in 1997, | 买下NeXT科技之后 |
| [16:20] | after buying NeXT Technology. | 屡试不爽的制胜奇招 |
| [16:24] | He was somebody who saw technology, which was faceless, | 他真正懂科技 科技本身没表情 |
| [16:27] | cold, mechanical, and saw in it, | 是冰冷的 是机械的 但他能洞悉 |
| [16:30] | the promise of a world that is warm, | 其中令人熟悉 |
| [16:33] | that reaches out, that touches people | 触动人心的一面 |
| [16:36] | because that’s what the computer revolution is all about. | 因为这也就是计算机革命的本质 |
| [16:38] | Touching people. | 触动人心 |
| [16:40] | Jobs’ sequel takes him from play things to play lists | 乔布斯将他的传奇从机器拓展到音乐领域 |
| [16:44] | and the world becomes his theater. | 世界成为他的舞台 |
| [16:48] | 史蒂夫·乔布斯 改变世界的力量 | |
| [16:51] | What’s on your playlist? | 你的播放列表里有什么歌 |
| [16:52] | Uh, you know, definite, techno, the usual. | 你知道的 电子舞曲之类的 |
| [16:55] | Before Steve Jobs | 在史蒂夫·乔布斯之前 |
| [16:57] | did the word play list exist? | 有”播放列表”这个词吗 |
| [16:58] | When I was a radio DJ we used play lists. | 我当电台DJ那会儿我们就用播放列表 |
| [17:01] | All right ,never mind. | 好吧 不说这个了 |
| [17:02] | He did gave us an entirely new way to listen to music. | 他的确让我们以一种全新的方式来听音乐 |
| [17:05] | He didn’t invent the MP3 player. | 他并没有发明MP3播放器 |
| [17:07] | He just saw possibilities in it | 他只是发现了 |
| [17:09] | that others had overlooked. | 那些被别人忽视的可能性 |
| [17:11] | He made it simple, sturdy and sexy. | 他让它变得简洁 坚固和漂亮 |
| [17:14] | Look at this thing. | 看看这小家伙 |
| [17:16] | And he didn’t just change the way we listen to music | 他改变的不仅仅是我们听音乐的方式 |
| [17:19] | he changed the entire music business. | 而是整个音乐产业 |
| [17:21] | He changed…well everything. | 其实他改变了…一切 |
| [17:24] | Steve Jobs came of age in the heyday of rock n’ roll | 史蒂夫·乔布斯经历过摇滚乐的全盛时期 |
| [17:27] | and he was a music junky. | 而且他自己也是个乐迷 |
| [17:29] | He was a fanatic about Bob Dylan and the Beatles. | 他是鲍勃·迪伦和披头士的粉丝 |
| [17:32] | And I think that love for music really shaped | 而且我认为他对音乐的那份热爱 |
| [17:33] | 比尔·沃德 美国公告牌排行榜 编辑部总监 | |
| [17:35] | some of his interests as he returned to CEO of Apple | 在他重回苹果CEO之位后 |
| [17:38] | and thought about he could revitalize the company. | 影响了他复兴苹果的决策 |
| [17:41] | As Jobs’ begins his second tour at Apple in the late ’90s, | 当乔布斯于九十年代末回归苹果后 |
| [17:43] | he fuses his two lifelong passions | 他将人生中的两大最爱 电脑与音乐 |
| [17:47] | music and computers to created a revolutionary new gadget. | 融合到一起 创造了一个革命性的新产品 |
| [17:51] | This amazing little device holds 1,000 songs. | 这个神奇的小设备可以储存一千首歌 |
| [17:55] | It fits right in my pocket. | 刚好可以放进我的口袋 |
| [17:57] | In October of 2001, Apple launches the iPod, | 苹果于2001年10月推出iPod |
| [18:00] | the rock star of all music players. | 它立刻变成音乐播放器中的超级明星 |
| [18:03] | This thing was not just a music player. | 这不仅仅是个音乐播放器 |
| [18:06] | It was a sculpture. | 简直就是一件艺术品 |
| [18:08] | It was something that | 你会情不自禁地 |
| [18:08] | 乔·布朗 Gizmodo 网站总编辑[泄漏爱疯四的那家] | |
| [18:10] | you wanted to touch it and interact with it. | 想触碰 想使用 |
| [18:13] | The latest fruit of the apple tree | “苹果”树结出最新果实 |
| [18:15] | immediately becomes an object of lust. | 立刻变成人人向往的单品 |
| [18:17] | You didn’t know you wanted it | 你不知道你想要它 |
| [18:18] | until you saw it in your friends’ hand | 直到看见你朋友拿着它 |
| [18:20] | and all of a sudden you realize how great it was. | 然后突然间你意识到它真的很棒 |
| [18:22] | 本吉·杰西曼 O.A.R. 乐队贝司手 | |
| [18:23] | How exciting. | 令人兴奋 |
| [18:24] | It’s so convenient to have all of your music in your pocket. | 很便捷 可以把所有歌曲放到口袋里 |
| [18:27] | Just crazy. | 太神奇了 |
| [18:28] | It was great. | 太厉害了 |
| [18:29] | Like the coolest thing, I don’t Know, | 可以说是我口袋里 |
| [18:32] | to hit my pocket in a while. | 装的最酷的东西 |
| [18:34] | There’s no buttons, really. | 一个按键都没有 真的 |
| [18:35] | 小哈利·沈 演员兼舞者 | |
| [18:36] | You –you know it was like a touch and | 好像只要轻轻一碰 |
| [18:38] | something miraculous happen. You scroll. | 神奇的音乐即现 只要一转 |
| [18:40] | I feel like Steve Jobs should have a gang sign. | 我觉得史蒂夫·乔布斯应该有一个帮标 |
| [18:42] | Like this is gang sign. | 这个就是乔帮的帮标 |
| [18:44] | The headphones became a style icon. | 耳机 变成了一种潮物 |
| [18:47] | You would wear them on the street | 在大街上戴着耳机 |
| [18:48] | and you’re immediately an Apple person. | 你就是一个果粉 |
| [18:50] | And you wear them on the subway, | 在地铁里戴着耳机 |
| [18:51] | you’re immediately little bit cooler than everybody else at first, | 就立刻比别人更酷一些 |
| [18:54] | cause you’re a Apple person. | 因为你是个果粉 |
| [18:55] | The once communal medium of music is transformed into | 曾经的音乐分享形式是公开的 |
| [18:58] | an almost exclusively private experience. | 现在变成私密的听觉体验 |
| [19:01] | I grew up in the ’50s. | 我成长于五十年代 |
| [19:03] | I was a member of the juke box generation. | 我们那一代人还听点唱机 |
| [19:05] | 汤姆·布罗考 美国国家广播公司新闻网 | |
| [19:05] | This is my juke box. Thanks to Steve. | 现在这就是我的点唱机 多亏了史蒂夫 |
| [19:08] | But the iPod come upons a growing problem. | 但iPod也带来一个日益突出的问题 |
| [19:11] | Fans turn to a illegal file sharing websites like Napster | 果粉们逐渐通过像Napster之类的 |
| [19:15] | where they can download songs for free. | 非法分享网站 免费下载音乐 |
| [19:17] | And that spells trouble. | 问题由此而生 |
| [19:18] | Not only for the music industry | 不仅是整个音乐产业 |
| [19:20] | but for the artist who want exposure | 还有那些既要赚认知度 |
| [19:22] | while protecting their livelihood. | 又要捍卫收入的音乐人 |
| [19:24] | There was someone saying ,look, | 有人曾经说 拜托 |
| [19:27] | by downloading music for free we’re doing you a favor. | 让人们免费下载歌曲其实是在帮你们 |
| [19:30] | These people are knowing about you. | 这样可以让人们认识你 |
| [19:32] | And that’s the most ridiculous thing | 而这是我这辈子听过的 |
| [19:34] | I ever heard in my life. | 最荒唐的事情 |
| [19:35] | Everyone’s scrambling and | 所有人都一筹莫展 |
| [19:36] | trying to figuring out what do we do. | 想知道该如何应对 |
| [19:38] | Do we sue everybody? | 要把所有人都告上法庭吗 |
| [19:39] | Do we sue the 14-year-old kid | 难道要告那些从妈妈的电脑上 |
| [19:39] | 马克·罗伯吉 O.A.R. 主唱兼吉他手 | |
| [19:41] | on his mom’s computer stealing your music? | 非法下载音乐的14岁孩子吗 |
| [19:44] | Music travels by word of mouth and word of heart, | 音乐通过口口相传 通过心灵交流 |
| [19:47] | and it’s impossible to hold it back. | 想收回是不可能的 |
| [19:49] | When you have people making millions | 当有人用你赖以营生的劳动成果 |
| [19:52] | and millions of dollars off of something | 赚得盆满钵满 |
| [19:54] | that is your livelihood and you’re getting nothing | 而你则连一个子都没有得到 |
| [19:56] | out of it that’s just unfair. | 这实在是太不公平了 |
| [19:58] | What the music industry needs is a touch of genius. | 音乐产业需要的是一个天才的想法 |
| [20:02] | There almost needed to be an outside perspective | 现在他们需要一个局外人 |
| [20:04] | that could come in and shake things up. | 帮他们走出困境 |
| [20:06] | The business would become to so stagnant. | 整个产业变得死气沉沉 |
| [20:06] | 皮特·温兹 Fall out boy 和 Black cards 乐队音乐人 | |
| [20:07] | It really needed to jump forward like light years. | 需要一个跳跃性的进步 |
| [20:12] | Jobs not only finds a way | 乔布斯不仅仅找到了 |
| [20:14] | to level the playing field, | 公平的竞争平台 |
| [20:15] | he establishes ground rules for a whole new game. | 他还改变了整个产业的游戏规则 |
| [20:18] | He said, I want all of you | 他说 我要你们 |
| [20:20] | to sell all of your songs for the same price, | 以同样的价格出售你们所有的歌曲 |
| [20:20] | 安迪·瑟威尔 《财富》杂志 执行编辑 | |
| [20:22] | $1. | 一美元一首 |
| [20:24] | and they said, what? | 然后他们说 什么 |
| [20:25] | We can’t do that. | 我们不能这么做 |
| [20:26] | Some songs are worth more than others. | 有些歌比别的歌值钱多了 |
| [20:28] | He said, it gets too complicated. | 他却说 那样太复杂了 |
| [20:31] | They have to worth $1 each. | 必须是每首只卖一美元 |
| [20:33] | Finally, half dozen record companies, | 最终 六家唱片公司达成一致 |
| [20:36] | he basicly got them all to agree, | 他居然把他们全部说服了 |
| [20:37] | never been done before in the history of the world, but he did it. | 简直前无古人 但他做到了 |
| [20:42] | The iTunes music store is what we gonna call this. | 我们把它称作iTunes音乐商店 |
| [20:45] | In april of 2003, Apple launches the iTunes store, | 苹果于2003年四月推出iTunes商店 |
| [20:49] | an intuitive online mecca for music. | 立刻变成音乐爱好者的在线圣地 |
| [20:53] | The landscape of the music industry | 音乐产业被颠覆了 |
| [20:55] | just completely changed and was stable again. | 之后便再次趋于稳定 |
| [20:58] | It was like, you knew that there | 行业里每个人知道 |
| [21:00] | was a source of revenue from the | 听众分享你音乐的同时 |
| [21:02] | sharing of your music all of the sudden. | 你能得到一笔收益 |
| [21:03] | That was beautiful. That was great for us. | 这个模式对我们来说这很棒 |
| [21:05] | No longer required to buy full albums, | 粉丝们不再需要去买整张专辑 |
| [21:07] | fans cherry-pick their favorite song, | 他们可精挑细选自己喜欢的歌曲 |
| [21:09] | create play list and start to shuffle. | 创建播放列表 然后随机播放 |
| [21:12] | Suddenly you’re just discovering these jams you’ll finding new songs | 突然之间 你就能找到新的歌曲 |
| [21:15] | and I really believe that this generation | 我相信 这一代人 |
| [21:18] | that grew up in the age of play lists, | 成长在播放列表的时代 |
| [21:19] | that grew up in the age of shuffle | 成长在随机播放的时代 |
| [21:21] | has broader tastes of music because of it. | 因此对音乐会有更广泛的了解 |
| [21:24] | While apple is flying high on the success of iTunes, | 当苹果在iTunes上收获巨大成功时 |
| [21:27] | the Rhythm of Jobs’ own life is interrupted. | 乔布斯自己生活的节奏却被打乱了 |
| [21:30] | In July of 2004, | 2004年7月 |
| [21:32] | he under goes Surgery to remove a malignant tumor in his pancreas. | 他接受了胰腺恶性肿瘤的切除手术 |
| [21:36] | If anything, I think it helped to accelerate his timetable, | 其实 我认为这加速了他的创新步伐 |
| [21:40] | 谷川道雄 纽约城市学院 理论物理学家 | |
| [21:40] | realizing he had a finite number of days on the earth. | 因为他意识到生命的有限性 |
| [21:43] | Jobs pushes forward | 乔布斯再接再厉 |
| [21:45] | adding the mini, shuffle, | iPod帝国相继推出了mini |
| [21:47] | and nano to his iPod empire. | shuffle和nano |
| [21:50] | From the time it launched, every generation just got kind of smaller, | 从诞生之日起 每一代产品都更进一步 |
| [21:53] | slimmer, sexier, slicker, tinier. | 更苗条 更性感 更细腻 更小巧 |
| [21:56] | The incredible shrinking iPod | iPod体型不可思议越来越小 |
| [21:58] | earned Apple a parody on “Saturday night live”. | 《周六夜现场》对此恶搞了下苹果 |
| [22:01] | Okay, wait a minute. | 好的 稍等 |
| [22:02] | Steve Jobs, I don’t even think you really holding anything. | 史蒂夫·乔布斯 你手上什么也没有啊 |
| [22:05] | I am, iPod Invsi | 我有 透明版iPod |
| [22:07] | Perfect stocking stuffer and it holds 8 million songs. | 完美的圣诞礼物 能存储八百万首歌 |
| [22:12] | The iPod would soon hold TV shows, | 随后iPod可以播放电视节目 |
| [22:15] | music video, even feature films, | 音乐视频 甚至电影 |
| [22:18] | all downloadable on iTunes globally. | 均可从iTunes上下载 不分地域 |
| [22:21] | Whether it was in Asia, Australia, | 无论是在亚洲还是澳洲 |
| [22:23] | they were able to interact with music | 都和在美国一样 |
| [22:24] | almost instantly as people could in the U.S. | 在音乐的国度没有时差 |
| [22:28] | The iPod is so popular, | iPod如此成功 |
| [22:30] | even its commercials are capable of catapulting careers. | 即使是它的广告都能创造事业奇迹 |
| [22:33] | One, two, three, four, | 一 二 三 四 |
| [22:35] | tell me that you love me more. | 告诉我 你更爱我 |
| [22:37] | You look at an artist like Feist | 比如说歌手菲斯特 |
| [22:39] | and her song “One, two, three, four” | 她的歌《一二三四》 |
| [22:40] | I mean this is the song that… | 这首歌 |
| [22:42] | it had cracked the very very bottom part of the billboard chart. | 它在公告牌榜单上几乎是垫底的 |
| [22:46] | But it started running in apple commercials | 但当它成为苹果广告的背景音乐后 |
| [22:48] | and literally like the next week, | 仅仅一周 |
| [22:49] | boom, it’s at like number 20. | 它便冲进了前二十 |
| [22:51] | Boom, number ten. | 很快又进入前十 |
| [22:52] | Harry Schum, the star of the hit TV serious “Glee.” | 哈利·沈是热播剧集《欢乐合唱团》的主角 |
| [22:56] | But you might not recognize him here, | 但在这个苹果黑影舞蹈广告中 |
| [23:00] | in apple’s dancing silhouette commercial. | 你可能认不出来他 |
| [23:01] | I always heard that Steve Jobs has to prove it. | 我时常听说史蒂夫·乔布斯想要证明 |
| [23:05] | He’s particular and he wants thing simple and | 他很特别 想把事情变得简单 |
| [23:07] | I think that’s what shaped the form of silhouettes. | 我想这就是黑影舞蹈的设计初衷 |
| [23:11] | A person dancing, maybe doing extraordinary moves, | 一个人在跳舞 做一些精彩的动作 |
| [23:13] | but in silhouette. | 但是以黑影的形式 |
| [23:14] | So it made you feel that, | 这让你感觉 |
| [23:16] | hey, I could be one of those people holding those iPods having fun | 我也可以这样 手持iPod 尽享乐趣 |
| [23:19] | and I just thought it was so genius. | 我认为这太有才了 |
| [23:22] | But not everybody is a fan of Apple’s growing influence | 苹果对音乐界影响越来越大 |
| [23:25] | on the music world. | 并非皆大欢喜 |
| [23:26] | iTunes almost single-handedly | iTunes几乎一手抹掉了 |
| [23:29] | wipes out traditional music stores. | 所有传统音乐商店 |
| [23:32] | Tower Records declares bankruptcy. | 淘儿唱片宣布破产 |
| [23:35] | The national music chains. | 国家音乐连锁相继破产 |
| [23:37] | Then plus there has been some holdouts to iTunes. | 有些歌手对iTunes也产生抵触情绪 |
| [23:40] | I can understand their point. | 我能够理解他们 |
| [23:41] | Why is my song worth the same as some, | 为什么我的歌和其他人的一个价 |
| [23:44] | you know, Bavarian folk tune. | 比如 巴伐利亚风格[不入流的] |
| [23:47] | Right? It’s not. I mean, this is pop music. | 我做的是流行音乐 |
| [23:49] | I’m Kid Rock. | 我可是摇滚小子啊 |
| [23:50] | But the music industry is no match for Steve Jobs. | 音乐产业满足不了乔布斯的胃口 |
| [23:54] | Now defining itself as more than any single product, | 苹果重新定位 将产品线多元化 |
| [23:57] | Apple drops the word “Computer” from its official corporate name. | 将”电脑”从公司的官方名称中去掉 |
| [24:02] | You just look at your apple product | 相比较于其他产品 |
| [24:04] | a little bit more than you would look at something else. | 你会在苹果的产品上看到个性 |
| [24:07] | You don’t sit there with you remote control at home and | 你在家里的沙发上 手拿遥控器 |
| [24:09] | just like ogle it and sort of just mentally feel it up. | 大概很难跟眼前的电视产生共鸣 |
| [24:15] | But you do with apple products | 但苹果的产品却能做到这点 |
| [24:16] | and you did with the iPod. | iPod便是如此 |
| [24:18] | Steve Jobs and Apple become the global ambassador of cool. | 史蒂夫·乔布斯和苹果成为全球时尚大使 |
| [24:23] | President Obama gives one, | 奥巴马总统 |
| [24:25] | 图雷 微软全国广播公司撰稿人 文化评论员 | |
| [24:26] | preloaded with all the music that he loves, | 把iPod装满他喜欢的歌 |
| [24:28] | to Queen Elizabeth. | 再送给了伊莉莎白女王 |
| [24:30] | And a blank iPod is nothing compared to a loaded iPod. | 这一台空白iPod的意义完全不同 |
| [24:35] | Music defines our lives and | 音乐诠释了我们的生活 |
| [24:37] | Steve made it highly portable and easy to access. | 而史蒂夫让音乐触手可得 |
| [24:41] | That’s a pretty big gift. | 这真是一份厚礼 |
| [24:43] | But for Jobs, just a stocking stuffer compared to the gifts to come. | 但对乔布斯来说 这仅仅是华章前的序曲 |
| [24:49] | 史蒂夫·乔布斯 改变世界的力量 | |
| [24:53] | Look at how lovely these things are. | 看看这些东西是多么可爱 |
| [24:55] | I mean, even when they’re off | 我是说即使不使用它们 |
| [24:56] | they’re beautiful to hold. | 拿在手里都觉得漂亮 |
| [24:59] | In their design, | 在他们的设计中 |
| [24:59] | Jobs’ went for simplicity above all else. | 乔布斯把简洁作为首要理念 |
| [25:02] | If he had a mantra it could have just been “Simple.” | 如果他有格言的话 很可能就是”简洁” |
| [25:06] | Simple. | 简洁 |
| [25:08] | It seems like his unspoken rule was one button or less, | 似乎一个按键或无按键是他不言而喻的理念 |
| [25:12] | even going all the way back to the first mouse on the first Mac. | 即使追溯到第一台Mac的第一只鼠标 |
| [25:15] | One button. | 只有一个按键 |
| [25:17] | And the most iconic of them all | 而最具代表性的 |
| [25:19] | is probably the one button right here. | 大概便是这个按键 |
| [25:22] | And that device, big screen, | 这种设备 大屏幕 |
| [25:24] | little button, nothing else, | 少按键 没有多余的东西 |
| [25:26] | blew up, yet, another entire industry, | 强烈冲击了另一个巨大产业 |
| [25:28] | maybe even more than the iPod affected the music business. | 或许比iPod对音乐的影响更甚 |
| [25:32] | Every once in a while a revolutionary product comes along | 每过一段时间 就会出现一个革命性产品 |
| [25:36] | that changes everything. | 它将改变了一切 |
| [25:39] | On January 9th, 2007, | 在2007年1月9日 |
| [25:41] | the bomb dropped. | 华章奏响 |
| [25:46] | The iPhone came on the marketplace it totally blew the market away. | iPhone横空出世 席卷了整个市场 |
| [25:47] | 杰伊·艾略特 《乔氏风范》作者 | |
| [25:50] | You could do anything you wanted on it. | 在iPhone上 你可以随心所欲 |
| [25:52] | Steve Jobs introduces what | 史蒂夫·乔布斯推出了 |
| [25:54] | many consider to be his most revolutionary product. | 一款公认最具革命性的乔氏产品 |
| [25:58] | An iPod, a phone, | iPod 电话 |
| [26:03] | and an internet communicate. | 网络连接功能 |
| [26:06] | This is one device! | 集大成的产品 |
| [26:10] | And we are calling it, iPhone. | 我们将其命名为 iPhone |
| [26:15] | The revolution really began with the iPhone. | 变革始于iPhone |
| [26:19] | It took this idea that had been in the air, | 它把人们的奇思异想 |
| [26:19] | 乔·诺塞拉 《纽约时报》商务专栏作家 | |
| [26:22] | i.e. someday you’ll have your computer in your pocket | 比如 有一天能把电脑装进口袋里 |
| [26:26] | and turned it into a reality. | 将其变为现实 |
| [26:28] | What we want to do is make a leap-frog product | 我们想要生产一种跨时代的产品 |
| [26:31] | that’s way smarter than any mobile device | 它要比现有的任何手机都更加智能 |
| [26:34] | has ever been and super easy to use. | 更加简单易用 |
| [26:37] | It was so powerful. | 它功能如此强大 |
| [26:38] | It had more computer power than | 1969年NASA的计算机 |
| [26:39] | 谷川道雄 纽约城市学院 理论物理学家 | |
| [26:40] | all of NASA in 1969 | 足以把人类送上月球 |
| [26:43] | when they put two men on the moon! | 却也比不过iPhone |
| [26:45] | Imagine, having the entire computer power of NASA | 试想 将NASA全部的运算能力握在手中 |
| [26:49] | right in your hand. | 那是怎样的感觉 |
| [26:50] | Even the famously immodest Jobs | 就连以狂妄著称的乔布斯 |
| [26:53] | can’t predict how transformative | 也没有预料到 |
| [26:55] | his new piece of techno wizardry will be. | 这款新产品会带来如此神奇的变革 |
| [26:57] | I think the iPhone may really change the whole phone industry. | 我觉得iPhone可能会改变整个手机产业 |
| [27:02] | The iPhone, in some sense, also changed the world. | 从某种意义上说 iPhone也改变了世界 |
| [27:04] | It changed everything. | 它改变了一切 |
| [27:05] | This is about blogging protests in realtime. | 我们可以实时转播抗议游行 |
| [27:09] | This is about getting news about your grandmother in realtime. | 随时随地知道你的祖母在做什么 |
| [27:13] | It’s about seeing people you haven’t seen | 通过手上的这个小小的设备 |
| [27:14] | in years through a device that you’re holding on to. | 与多年未见的朋友重聚首 |
| [27:17] | And that’s what’s powerful about having something so connected | 最重要的是 无论何时何地 |
| [27:20] | in such a really meaningful way at all times. | 我们都能与人紧密相连 |
| [27:24] | Jobs micromanages every step of the iPhone’s development, | 乔布斯事无巨细 全程参与iPhone开发 |
| [27:28] | rejecting several prototypes. | 他否掉了不少设计原型 |
| [27:30] | The thing you have to understand about Jobs is that | 你需要了解乔布斯这个人 |
| [27:33] | he was the world’s greatest control freak. | 他是这个世界上最极端的控制狂 |
| [27:36] | He pushes his team to the edge and beyond. | 他对自己的团队要求很高 近乎苛刻 |
| [27:40] | Engineers come in and show him things | 工程师把草稿拿给他看 |
| [27:41] | and he’ll say, “No. We can’t do that.” | 他会说 “不 我们不能这么做” |
| [27:42] | 安迪·瑟威尔 《财富》杂志 执行编辑 | |
| [27:44] | “It doesn’t work.” They’d say, | “这行不通” 他们会说 |
| [27:46] | “Well, we haveing a little problems making this do this and–“ | “我们还有点技术难题没攻克” |
| [27:48] | “Don’t come back until it works right.” | “做好了再来见我” |
| [27:53] | The iPhone is infused with simplicity and beauty. | iPhone奉行简洁美观的原则 |
| [27:57] | The hallmarks of Jobs’ design philosophy. | 这是乔布斯设计理念的独到之处 |
| [28:00] | It’s the perfect marriage of form and function. | 形式与功能完美结合 |
| [28:03] | It’s beautiful, it’s gorgeous, | 它看起来很漂亮 迷人 |
| [28:04] | 辛迪·盖洛普 IfWeRanTheWorld 网站创始人兼CEO | |
| [28:05] | and every time I look at it, | 每次我看到它 |
| [28:07] | every time I feel it, I touch it, | 拿在手里 触摸它的时候 |
| [28:08] | it has enormous aesthetic reward. | 都感觉它是美妙绝伦的艺术品 |
| [28:10] | And then it is enormously practical. | 而且它非常实用 |
| [28:12] | My kids can grab my iPhone and immediately know how to use it | 我孩子拿起iPhone 马上就知道怎么用 |
| [28:13] | 图雷 微软全国广播公司撰稿人 文化评论员 | |
| [28:17] | and my kids are 3 and 2. | 他们只有两三岁而已 |
| [28:20] | Perhaps the iPhone’s biggest draw? | iPhone最引人注目的地方 |
| [28:22] | The touch screen. | 是它的触摸屏 |
| [28:24] | It’s the culmination of Jobs’ life-long believe that the hand | 它完美地诠释了乔布斯的终身理念 |
| [28:28] | is the most important human interface with the computer. | 即 手是最重要的人机互动工具 |
| [28:31] | We’re going to use the best pointing device in the world. | 我们将使用世界上最先进的指针设备 |
| [28:34] | We’re going to use a pointing device that we’re all born with | 这种设备我们与生俱来 |
| [28:36] | and we’ve got ten of them. We’re gonna use our fingers. | 每个人都有十个 那就是我们的手指 |
| [28:40] | It works like magic. | 就像魔法一样 |
| [28:43] | Steve was always absolutely | 一直以来 史蒂夫对双手 |
| [28:44] | incredibly interested in hands. | 有着极大的兴趣 |
| [28:46] | In fact, he would stand in meetings and sometimes be | 不管是站着开会还是坐着休息 有时候 |
| [28:49] | sitting there looking at his hands. | 他会盯着自己的手看 |
| [28:50] | The mouse is the beginning of | 鼠标是 |
| [28:52] | using the hand to interact with digital information. | 双手与数字信息进行交互的开端 |
| [28:55] | So now it’s down to a finger. | 现在更进一步 变成了手指 |
| [28:58] | Jobs didn’t invent the touchscreen but once again, | 触摸屏并不是乔布斯发明的 |
| [29:01] | he recognizes an emerging technology as the future. | 但他再一次预见了新兴技术的巨大潜力 |
| [29:04] | And brings it to the world. | 并将它展现给全世界 |
| [29:06] | First it’s the mouse. | 最开始是鼠标 |
| [29:08] | Second, was the click wheel. | 接着便是iPod操控板 |
| [29:11] | And now we’re going to bring multitouch to the market. | 现在我们带来了多点触控 |
| [29:15] | The iPhone also introduces the world to Apps, | iPhone同时引入了”应用”这一概念 |
| [29:18] | software that can be designed for every niche of life | 即应用于生活各个方面的软件 |
| [29:21] | and launched with the touch of a finger. | 手指轻轻一碰便可运行 |
| [29:24] | Yup, there’s an app for that. | 是的 有这样一款应用 |
| [29:26] | People want to use applications. | 人们需要各种应用软件 |
| [29:28] | It enriches our lives. | 它们让生活多姿多彩 |
| [29:30] | It expands our capabilities. | 拓展了我们的能力 |
| [29:32] | We can reach out and do more things. | 我们可以做更多的事情 |
| [29:34] | As with the music industry, | 就像与音乐产业的合作一样 |
| [29:36] | Jobs’ skill is a relentless negotiator forces wireless companies | 乔布斯强势的手腕迫使移动运营商 |
| [29:39] | to adopt an entirely new business model. | 接受全新的经营模式 |
| [29:42] | He insists on maintaining total control of the design, | 他坚持全面控制着 |
| [29:46] | manufacturing and marketing of the phone | 手机的设计 制造和销售环节 |
| [29:48] | and industry first. | 先搞定手机产业 |
| [29:50] | Those that resist, eventually fall into line. | 反对他的人 最终都乖乖听话了 |
| [29:53] | Can you imagine the confidence of this guy | 你能想象吗 |
| [29:56] | to walk into these cell phone companies, | 他自信满满地告诉运营商 |
| [29:56] | 乔·布朗 Gizmodo 网站总编辑 | |
| [29:58] | the biggest companies in telecommunications, | 他们可是通讯产业的巨头 |
| [30:00] | and he says so this is how you’re going to start doing business now. | 他说 从现在起 按我的方式经营 |
| [30:04] | Can you imagine what it’s like to be in that person’s head? | 你能想象他的脑子里 都在考虑什么吗 |
| [30:06] | I can’t. | 反正我不行 |
| [30:07] | This is what was amazing about Jobs. | 这就是乔布斯的惊人之处 |
| [30:09] | He really had some swagger. | 他确实有狂妄的资本 |
| [30:14] | Demand for the iPhone goes global. | iPhone的热潮蔓延到了全球 |
| [30:18] | In just over a year, 10 million iPhones are sold, | 仅用了一年 就销售了1000万台 |
| [30:21] | inspiring a fanatic following | 追随者对其的狂热 |
| [30:24] | once reserved for rock stars and Hollywood celebrities. | 不亚于摇滚歌星和好莱坞明星 |
| [30:27] | We came here from Japan to get new iPhone. | 我们是从日本过来买iPhone的 |
| [30:30] | I can’t live without my iPhone, | 我离不了我的iPhone |
| [30:31] | which is, you know, sad but definitely true. | 有点可悲 但事实就是这样 |
| [30:35] | Each introduction with the new iPhone with Jobs and | 每次iPhone的新品发布会 |
| [30:38] | his signature black turtleneck, | 乔布斯穿着标志性的黑色高领毛衣 |
| [30:40] | jeans and sneaker, | 牛仔裤和运动鞋登台 |
| [30:41] | is a worldwide news event. | 都是世界级的新闻 |
| [30:43] | And it’s real now, isn’t? | 这是真的吗 |
| [30:46] | It’s real. | 是的 |
| [30:48] | Especially when people turn their Wi-Fi stuff off. | 特别是当人们把Wi-fi关掉的时候 |
| [30:51] | He generated the same kind of an excitement | 他能带给你的刺激感 |
| [30:55] | that you would get from the Bruce Springsteen concerts. | 与布鲁斯·斯普林斯汀演唱会不相上下 |
| [30:58] | He was in that groove | 他就有那种能力 |
| [30:58] | 汤姆·布罗考 美国国家广播公司新闻网 | |
| [31:00] | and understood who his audience was. | 很清楚观众是哪些人 |
| [31:02] | The iPhone only expands that audience. | iPhone则带来了更多的观众 |
| [31:05] | For those with disabilities, | 对于残疾人来说 |
| [31:07] | it’s a miracle device. | 这是创造奇迹的设备 |
| [31:10] | *As I can’t imagine love without you* | 我无法想象失去你 我的爱会怎样 |
| [31:14] | It allowed me to touch the various places on the actual phone | 我点触屏幕的不同位置 |
| [31:20] | and it will give you feedback | 它会给我不同的反馈 |
| [31:23] | to know where you were. | 让你知道点中了什么 |
| [31:25] | I was able to download books. | 我可以下载书籍 |
| [31:27] | I was able to download music. | 下载音乐 |
| [31:29] | I was able to read text messages | 阅读短信 |
| [31:33] | and send them here. | 发送短信 |
| [31:34] | Here’s a text from my son Quami. | 这是我儿子托米给我发的短信 |
| [31:36] | Dad, I didn’t get to see you before you took off. | 爸 我没来得及送你上飞机 |
| [31:39] | I hope you got some rest on the plane and | 我希望你在飞机上好好休息 |
| [31:41] | continue to get rest. | 放松一下 |
| [31:43] | Your body deserves it. Love you. | 你的身体需要休息 我爱你 |
| [31:44] | So I just write him | 我要回复他 |
| [31:47] | Capital K. | 大写K |
| [31:48] | Capital O. | 大写O |
| [31:49] | Capital I. | 大写I |
| [31:50] | Your Message, I love you back, smiley. | 您的信息是 我也爱你 🙂 |
| [31:52] | It was exciting to know that | 看到千千万万的盲人和聋哑人 |
| [31:54] | millions of blind people and deaf people | 还有许多身体残疾的人 |
| [31:56] | and those with physical disabilities | 都能很快熟悉iPhone的使用 |
| [31:59] | were able to do it instantly. | 这很令人激动 |
| [32:03] | The massive power and unprecedented popularity of the iPhone | iPhone的强大功能以及其受喜爱程度 |
| [32:04] | 《时代周刊》 走进史蒂夫的Pad | |
| [32:07] | pushes Jobs from visionary | 让乔布斯从一个远见卓识的人 |
| [32:07] | 《财富》 史蒂夫·乔布斯 十年最佳CEO | |
| [32:09] | to iGenius. | 成为绝世天才 |
| [32:11] | But unfortunately, | 但不幸的是 |
| [32:12] | the man who seems to have a solution for almost everything | 这个看似攻无不克的人 |
| [32:15] | is increasingly haunted by his most personal challenge. | 却在健康问题上频频出现危机 |
| [32:19] | I now have the liver of a mid 20’s person | 我现在的肝脏来自一个二十多岁年轻人 |
| [32:25] | who died in a car crash | 他不幸死于车祸 |
| [32:28] | and was generous enough to donate their organs. | 非常慷慨地捐献了他的器官 |
| [32:32] | And I wouldn’t be here without such generosity. | 不是他的慷慨 我绝不能站在这里 |
| [32:36] | So I’m vertical. | 我又站起来了 |
| [32:38] | I’m back at Apple. | 回到了苹果公司 |
| [32:40] | Loving every day of it. | 享受在这的每一天 |
| [32:42] | It did inspire him. | 这确实鼓舞着他 |
| [32:44] | It did motivate him to work more | 使他工作更加发奋 |
| [32:46] | and faster and create more things. | 提高产品创新的速度 |
| [32:48] | And in fact, his creative output | 事实上 他最后的五六年 |
| [32:50] | over the last five and six years is probably | 是他最多产的阶段 |
| [32:53] | his greatest his most prolific period. | 最巅峰的时期 |
| [32:57] | Running out of time but not drive, | 时日不多 但不能碌碌无为 |
| [32:59] | Jobs writes his next chapter | 乔布斯又写下新的篇章 |
| [33:02] | and it’s a page-turner! | 一部引人入胜的华章 |
| [33:06] | 史蒂夫·乔布斯 改变世界的力量 | |
| [33:09] | Okay, so we called Steve Jobs a guru a few times already. | 我们一直称史蒂夫·乔布斯为行业领袖 |
| [33:13] | Let’s think about that. | 让我们想想原因吧 |
| [33:15] | People can definitely go overboard about their enthusiasm | 人们为了这个人和他的公司 |
| [33:18] | for the man and his company. | 近乎疯癫 |
| [33:19] | And I admit, I’m partly guilty of that. | 我承认 我也有点这样 |
| [33:22] | But that was also part of steve Jobs’ grand plan. | 但那是乔布斯伟大计划的一部分 |
| [33:25] | Over the years, | 这些年来 |
| [33:26] | he created this self-contained ecosystem where | 他创造了这个自给自足的生态系统 |
| [33:29] | your device was your portal into this universe, | 你的设备就是进入这个世界的钥匙 |
| [33:33] | like a badge of membership. | 就像一枚会员徽章一样 |
| [33:34] | And the king of that universe was Joebs himself, | 而整个世界的主宰者就是乔布斯 |
| [33:37] | equal parts CEO and rock star. | 首席执行官兼摇滚明星 |
| [33:40] | The devices, the company, the man himself, | 诱人的产品 公司形象加人格魅力 |
| [33:43] | the corporate world has never seen anything like it. | 在商界 这是前无古人 |
| [33:46] | And maybe never will again. | 估计也后无来者了 |
| [33:48] | You are holding it like it’s the Holy Grail. | 是不是感觉像拿到了圣杯 |
| [33:50] | Yes. | 是的 |
| [33:51] | To me, a brand is one simple thing. | 对我而言 品牌的涵义很简单 |
| [33:54] | And that is, trust. | 那就是 信任 |
| [33:57] | Steve Jobs was Apple. | 史蒂夫·乔布斯就是苹果公司 |
| [33:59] | And Apple was Steve Jobs. | 而苹果公司也是史蒂夫·乔布斯 |
| [34:02] | He trusted that he knew what we needed before we did. | 他坚信他比我们更懂得自己的需求 |
| [34:05] | They look so good you kind of want to lick them. | 他们如此诱人 你无法拒绝 |
| [34:07] | You know, on Wall Street they have focus groups where | 在华尔街上 有一些焦点小组 |
| [34:10] | they have people and they try to test out products and | 他们让人们体验厂家的产品 |
| [34:13] | you have to fill out a questionnaire afterwards. | 然后人们要填写一张调查问卷 |
| [34:16] | Steve Jobs says, bah humbug. | 史蒂夫·乔布斯说 切 骗人的把戏 |
| [34:16] | 谷川道雄 纽约城市学院 理论物理学家 | |
| [34:18] | All you have to do is to take a product and give it to a kid | 只需要把产品交给一个孩子 |
| [34:21] | and in two minutes, | 在两分钟之后 |
| [34:22] | you know whether it’s a hit or a failure. | 成功与否 即见分晓 |
| [34:25] | Steve’s passion and joy about all things Apple | 史蒂夫对苹果产品的激情与喜爱 |
| [34:28] | made him a consummate showman. | 使他成为了完美的表演家 |
| [34:31] | Look what happens. | 快看发生了什么 |
| [34:32] | And enabled him to sell, sell, sell. | 使他能不停地 大卖特卖 |
| [34:35] | This is where the world’s going. | 这就是世界发展的方向 |
| [34:36] | This is how tiny it is. | 它就是如此小巧 |
| [34:42] | The cult of Apple was vine all of us. | 苹果的狂热信徒不断增加 |
| [34:48] | He was about humanizing technology | 他致力于将科技人性化 |
| [34:51] | in a way that made it extraordinarily easy, | 让其变得无与伦比地便捷 |
| [34:53] | 辛迪·盖洛普 IfWeRanTheWorld 网站创始人兼CEO | |
| [34:54] | intuitive and an absolute joy and pleasure to use. | 使操作变成一种享受和乐趣 |
| [34:57] | And when you do that, as a brand, | 一个品牌 做到这一点时 |
| [35:01] | you make people love you. | 就能得到人们的喜爱 |
| [35:02] | Because they feel that you as a brand get them. | 因为他们会觉得你懂得他们的心思 |
| [35:05] | And you really are creating something | 而你确实在创造某种 |
| [35:06] | to put them at the center of the experience. | 以他们的体验为中心的产品 |
| [35:09] | Even the ads were designed to be iconic. | 就连广告也做得如此与众不同 |
| [35:11] | Hello, I’m a Mac. | 你好 我是Mac |
| [35:13] | Hello, I’m a PC. | 你好 我是个人电脑 |
| [35:15] | Apple’s plan was simple. | 苹果公司的计划很简单 |
| [35:17] | Leave PCs in the dust. | 尘封个人电脑 |
| [35:19] | And if there was any doubt as to who that would happen, | 在iPod和iPhone取得巨大的成功后 |
| [35:22] | even after the megasuccess of the iPod and the iPhone, | 还有谁质疑这一点的话 |
| [35:26] | Jobs hit the trifecta | 乔布斯将施展帽子戏法 |
| [35:28] | with his next paradigm shifter. | 推出一款颠覆性的产品 |
| [35:30] | A truly magical and revolutionary product. | 一款神奇且具革命性的产品 |
| [35:33] | The iPad. | iPad降临人间 |
| [35:37] | What this device does is extraordinary. | 这个产品将带来非凡体验 |
| [35:41] | You can browse the web with it. | 你可以用它浏览网页 |
| [35:42] | It’s the best browsing experience you’ve ever had. | 它将带给你最棒的浏览体验 |
| [35:46] | It’s phenomenal to see a whole web page right in front of you. | 网页完整呈现 不同凡响 |
| [35:51] | No more worrying about operating systems. | 不用再担心操作系统 |
| [35:54] | Now, Apps do it all. | 应用程序帮你料理一切 |
| [35:56] | And all those other electronic devices you had? | 你其他的电子产品怎么办 |
| [35:58] | Recycle them. | 扔了吧 |
| [36:02] | The introduction of the rollout, | 从发布会上的介绍 |
| [36:04] | the acceptance of the iPad has been one of the fastest | 到人们对iPad的接纳 速度之快 |
| [36:06] | 安迪·瑟威尔 《财富》杂志 执行编辑 | |
| [36:07] | of any consumer technology product in the history of mankind. | 在消费类电子产品史上名列前茅 |
| [36:11] | Steve Jobs had created an ecosystem, | 史蒂夫·乔布斯建立了一个生态系统 |
| [36:14] | one in which all things Apple were interdependent. | 在这里所有的苹果产品相互依赖 |
| [36:18] | Once you enter the Apple world through one of its products | 一旦你通过某个苹果产品 进入这个世界 |
| [36:21] | you were likely to move right in. | 你就很可能无法自拔 |
| [36:23] | So the ecosystem of content, | 所以这个系统的内容包括 |
| [36:24] | 安迪·米勒 苹果公司移动广告部 前任副总裁 | |
| [36:25] | of Apps, of books, of music, of movies, | 应用程序 书 音乐 电影 |
| [36:28] | of games, the itunes, the App Store, | 游戏 iTunes 还有应用商店 |
| [36:30] | the Mac Store. | 还有Mac商店 |
| [36:31] | There’s so many things you can do with these devices. | 你可以用这些设备做很多事情 |
| [36:34] | For a time, | 有一段时间 |
| [36:35] | Apple became the planet’s most valuable company. | 苹果公司成为全球市值最高的公司 |
| [36:37] | 苹果园区 苹果公司总部 | |
| [36:38] | Bigger than Microsoft and Intel combined. | 甚至高于微软和因特尔市值之和 |
| [36:42] | Vindication for someone who was once | 他曾被迫离开自己创立的公司 |
| [36:44] | kicked out of his own company. | 这便是最好的回击 |
| [36:47] | Steve Jobs was focused, | 乔布斯专注 |
| [36:49] | intense, driven. | 对人严厉 要求极高 |
| [36:52] | Some even say, mean. | 有人甚至说他很刻薄 |
| [36:54] | He could not tolerate mediocrity. | 他不能忍受平庸 |
| [36:56] | He was intimidating at times. | 他有时候是很吓人的 |
| [36:59] | Very nerve-wracking. | 非常令人头疼 |
| [37:00] | He demanded a lot. | 他的要求非常之多 |
| [37:02] | If he felt you were trying and you were not a bozo, | 如果他认为你很努力 并且不是笨蛋 |
| [37:05] | which was a big word of his, | 这个词也是他的口头禅 |
| [37:07] | he would give you a lot of time and attention. | 他就会给你很多时间 培养你 |
| [37:10] | Guys, we’re done. | 伙计们 别拍了 |
| [37:12] | And how about all the Apple retail stores? | 那这些苹果零售商店呢 |
| [37:15] | An irresistible haven | 令人无法抗拒的天堂 |
| [37:17] | where people can touch and feel everything | 在那里 人们可以触摸和体验所有产品 |
| [37:19] | and can even take a seat at the genius bar | 也可以到天才吧那里 |
| [37:22] | to solve their problems. | 解决他们的问题 |
| [37:24] | In just over a decade, | 短短十年间 |
| [37:26] | there are more than 350 of these temples | 苹果就在世界各地 |
| [37:28] | to Apple across the world. | 建立了350多家这样的神殿 |
| [37:31] | We’re not just going to sell products. | 我们不单销售产品 |
| [37:32] | We’re going to help our customers and | 我们将帮助我们的客户 |
| [37:34] | we’re going to help customers using Windows, | 帮助那些一直使用Windows |
| [37:37] | which is sort of inferior product, | 这种劣等产品的客户 |
| [37:39] | move up to a Mac and | 升级到Mac系统 |
| [37:40] | we’ll show them how much better it is. | 我们会让大家知道 这是更好的选择 |
| [37:42] | Under his competitive focus, | 在他致胜的决心下 |
| [37:44] | Apple continued to flourish. | 苹果的事业蒸蒸日上 |
| [37:46] | But Steve Jobs was increasingly gaunt | 但史蒂夫·乔布斯却日益憔悴 |
| [37:49] | and getting sicker. | 身体每况愈下 |
| [37:51] | But he remained firmly at the head of his company. | 但他仍是公司的中流砥柱 |
| [37:54] | We got some really exciting stuff to share with you. | 我们想和你们分享一些激动人心的消息 |
| [37:58] | Before we do, | 在此之前 |
| [37:59] | I just wanted to mention this. | 我想先说说这个 |
| [38:08] | New fear set in. | 新的危机降临了 |
| [38:10] | Could Apple be Apple without him? | 没有乔布斯的苹果还是苹果吗 |
| [38:13] | Occasionally, the stock fell. | 苹果的股价时不时得会下跌 |
| [38:15] | Proof positive that he and his company were one. | 这证实了 他和公司已合为一体 |
| [38:18] | But Steve Jobs continued to plan for the future. | 但史蒂夫·乔布斯还继续规划着未来 |
| [38:22] | Your work is going to fill | 你一生中的大部时间 |
| [38:23] | a large part of your life | 都会在工作中度过 |
| [38:24] | and the only way to be truly satisfied | 要想活得充实而精彩 |
| [38:26] | is to do what you believe is great work. | 一定要实践自己坚信的事业 |
| [38:28] | And the only way to do great work is to love what you do. | 热爱你的工作 是成就事业的唯一途径 |
| [38:32] | If you haven’t found it yet, | 如果你还未找到 |
| [38:34] | keep looking. | 那就继续寻找 |
| [38:35] | And don’t settle. | 不要轻易放弃 |
| [38:37] | As with all matters of the heart, | 你的心 你的直觉 |
| [38:39] | you’ll know when you find it. | 将引领你走向梦想 |
| [38:42] | His revolution, now fully set in motion, | 他带来的革命已席卷全球 |
| [38:45] | Jobs issues a challenge to the world. | 乔布斯向世界发起了挑战 |
| [38:50] | 史蒂夫·乔布斯 改变世界的力量 | |
| [38:53] | Death is very likely the single-best invention of life. | 死亡很可能是生命最杰出的产物 |
| [38:57] | It’s life’s change agent. | 它是生命变革的推动者 |
| [38:59] | It clears out the old to make way for the new. | 老一代退出舞台 新一代徐徐登场 |
| [39:01] | When Steve Jobs gave the commencement address at | 2005年 史蒂夫·乔布斯在斯坦福大学 |
| [39:04] | Stanford University in 2005, | 发表毕业典礼演说时 |
| [39:06] | he had to have suspected the ride | 他不得不怀疑 自己的梦想之路 |
| [39:08] | was going to be over well before he would have liked. | 将在他设定的终点前 提前结束 |
| [39:10] | In general, people diagnosed | 一般而言 罹患胰腺癌的病人 |
| [39:12] | with pancreatic cancer die within a year. | 都会在一年内去世 |
| [39:15] | Steve Jobs lived with the disease for seven years. | 史蒂夫·乔布斯却与病魔抗争了七年 |
| [39:19] | In August of 2011, | 2011年八月 |
| [39:20] | too sick to continue his duties, | 重病缠身的他已无法继续工作 |
| [39:23] | he stepped down from Apple. | 他辞去了在苹果的职务 |
| [39:25] | And then, six weeks to the day, | 然而 六周之后 |
| [39:27] | Steve Jobs was gone. | 史蒂夫·乔布斯就去世了 |
| [39:29] | And mourned across the globe. | 世界各地陷入一片悲伤 |
| [39:31] | *I’m underneath it all tonight.* | 整夜我都不能自已 |
| [39:33] | *Out my window there’s a million lights.* | 看窗外万家灯火 |
| [39:37] | *Thousand hearts feeling just like me.* | 许多人与我心心相印 |
| [39:39] | *Man, it feels like heaven out here in the street.* | 天呐 这感觉简直胜似天堂 |
| [39:43] | Steve Jobs, the man, is gone, | 史蒂夫·乔布斯已离我们而去 |
| [39:45] | but what he left behind is so extraordinary. | 但他留下的一切 却是非比寻常 |
| [39:48] | Particularly in inspiring | 特别是 他激励了那些 |
| [39:50] | every other potential Steve Jobs out there. | 也许能成为下一个乔布斯的人 |
| [39:53] | Camille Shukri was in the Stanford class addressed by Steve Jobs | 卡米尔·苏克里于乔布斯发表演讲那年毕业 |
| [39:57] | and was planning to find a job in the corporate world. | 原本她打算做一名企业白领 |
| [40:00] | But then, she heard that speech. | 然而 她听到了那次演讲 |
| [40:03] | Your time is limited, | 你的生命是有限的 |
| [40:06] | so don’t waste it living someone else’s life. | 所以不要浪费生命 去为别人而活 |
| [40:08] | And everything changed. | 一切因此改变 |
| [40:10] | I had been | 从18岁起 |
| [40:11] | volunteering for nonprofits, you know, since I was 18. | 我就一直在非盈利组织里做志愿者 |
| [40:14] | And I thought, what if I could put together | 我想 也许我可以把我拥有的 |
| [40:16] | these three things I have. | 这三样东西融合在一起 |
| [40:18] | Which is a business background, | 商科学历的背景 |
| [40:19] | a love for technology and this want to do good. | 对科技的热爱和行善乐施的爱心 |
| [40:24] | Camille took action. | 卡米尔付诸行动 |
| [40:25] | Co-founding a nonprofit called “Empowering” | 创立了一个名为”赋权”的非盈利组织 |
| [40:29] | She says Steve Jobs inspired | 她说是史蒂夫·乔布斯鼓励了她 |
| [40:31] | her to carve her own path. | 开创自己的事业 |
| [40:32] | Stay hungry. Stay foolish. | 求知若饥 虚怀若愚 |
| [40:35] | It’s impossible | 有无数人 |
| [40:36] | to ask that how many people he deeply influenced directly or indirectly. | 直接或间接地受到他的深刻影响 |
| [40:40] | But it’s certain that | 但有一点却毫无疑问 |
| [40:42] | the Steve Jobs ripple effect | 史蒂夫·乔布斯连锁效应 |
| [40:43] | will continue in some degree, forever. | 在某种程度上会永远延续下去 |
| [40:47] | He didn’t invent the computer | 他没有发明电脑 |
| [40:49] | or the portable music player or the smartphone. | 便携式音乐播放器 抑或是智能手机 |
| [40:52] | But Steve Jobs sure transformed our thinking from | 但史蒂夫·乔布斯的确改变了我们的想法 |
| [40:55] | do I really need this? | 从”我真的需要它吗” |
| [40:57] | To — I can’t live without it. | 到”我已经离不开它了” |
| [40:59] | His absence will be felt and | 我们将会缅怀他 |
| [41:01] | we’ll all benefit from his legacy. | 而且我们都将受益于他的遗产 |
| [41:03] | I think the Steve Jobs we lost more than | 史蒂夫·乔布斯的离去对我们而言 |
| [41:06] | just a friend and innovator. | 不单是失去了一个朋友和创新者 |
| [41:08] | We lost the person who was the engine, | 我们失去的是一台引擎 |
| [41:11] | the engine of this revolution | 一台发动了此次革命的引擎 |
| [41:14] | and a person who personified it. | 一位将其赋予人性的伟人 |
| [41:17] | He was the face. | 他是位领袖 |
| [41:19] | 500 years from now people will talk | 五百年后 人们会谈起 |
| [41:21] | about the introduction of personal computers | 个人电脑的诞生 |
| [41:23] | and all that came with them | 及其带来的影响 |
| [41:25] | and how it changed the world in every way. | 如何从各方面改变了这个世界 |
| [41:28] | And Steve was at the forefront of it. | 史蒂夫绝对是人们首先想到的 |
| [41:30] | He never really kind of went out there like he wanted fame, | 他一生澹泊明志 宁静致远 |
| [41:34] | he wanted money or anything like that. | 从不争名逐利 |
| [41:36] | He just wanted to make good products. | 他只想要制造优秀的产品 |
| [41:38] | I think every time you hear | 我想每当你 |
| [41:40] | that little thing on your phone or your iPad, | 听到电话或iPad上的提示音 |
| [41:44] | you remember him. | 你就会想起他 |
| [41:46] | He has inspired millions and millions of people. | 他激励了成千上万的人 |
| [41:49] | They got a really good team at Apple, | 苹果拥有一支非常出色的团队 |
| [41:52] | but Steve, himself, that passion and energy, | 但是史蒂夫本人的激情和活力 |
| [41:54] | that ability to rally the troops and | 那种重整旗鼓并东山再起的能力 |
| [41:57] | make it happen will never be replaced. | 是无人能取代的 |
| [41:58] | It’s true. One person can really change the world. | 没错 一个人真的可以改变世界 |
| [42:02] | And we just — you just don’t see that very often. | 只是这种事实在太罕见了 |
| [42:05] | Somebody once said to follow the path others have laid before you | 有人曾说过 遵循前人走过的道路 |
| [42:09] | is a reasonable course of action. | 才是正确合理的选择 |
| [42:10] | And therefore, all human progress is made by unreasonable men. | 但人类的进步都得益于那些不寻常的人 |
| [42:14] | Well, Steve Jobs was an unreasonable man. | 史蒂夫·乔布斯就是其中之一 |
| [42:15] | iStefan iMogu | 小羽iApple iGhost iTanK 阳仔是索饭 iBear 大鸭梨 |
| [42:17] | Hopefully, our little journey into his life will inspire you | 希望他的这段传奇人生能激励你 |
| [42:20] | to go out and be unreasonable as well. | 去走不寻常的道路 |
| [42:20] | 怡纸爱陈萌萌 雨际想调戏Siri | |
| [42:23] | As the man himself said | 正如他自己说的 |
| [42:25] | Stay hungry. Stay foolish. | 求知若饥 虚怀若愚 |
| [42:28] | And one more thing… | 我最后说一句 |
| [42:30] | Thanks Steve! | 谢谢你 史蒂夫 |