他改变了我们的生活
He changed our lives.
史蒂夫·乔布斯很有远见
Steve Jobs had a vision.
这世界像失去了另一位约翰·列侬
Like the world lost a John Lennon.
他追求完美
He demanded perfection.
他对员工不留情面
He could rip into people,
为他工作绝非易事
be tough to work for.
他发起了一场技术革命
And led a technological revolution.
最初是个人电脑
The personal computer.
他灵光一现
A light bulb goes off
便说 我要让电脑进入寻常百姓家
and he says, wow, I can put computers on every desktop.
紧接着是iPod
The iPod.
刚面世的时候 人们都惊呼不止
When they first came out, people were like, oh, my god,
赞叹其时尚性感的外观
they're so sleek, they are so sexy.
它们小巧新颖
It was new and small.
我必须要买一台
I had to have it.
然后iPhone
The iPhone.
我的iPhone就像是我身体的一部分
I have an iPhone, which is an extension of me
使用它是种享受
and I love using it.
我能用它语音收发信息
I was able to read text messages and send them.
接着是iPad
The iPad.
人们并不知道
People didn't know
自己想要或需要它
they wanted it or needed it
最后发现自己离不开它
and turns out they did.
反正就是
It's kind of like, well,
我们要生产便携式音乐播放器
we're gonna make a portable music player.
我需要
I need that.
我们要生产手机
We're going to make a phone,
我也需要
I need that!
我们要生产烤面包机
We're going to make a toaster.
我还是需要
I need that!
史蒂夫·乔布斯
改变世界的力量
-我是亚当·沙维奇 -我是杰米·海曼
- I'm Adam Savage - And I'm Jamie Hyneman.
我们在位于加州山景城的
We are at the Computer History Museum
电脑历史博物馆
in Mountain View, California.
即使你不是技术宅
You don't have to be a tech geek
也能看出这里堪称信息时代的圣地
to appreciate the shrine to the technology age.
当然是的话更好
It helps.
这里是缅怀一位
This is the perfect place to
计算机行业伟大奠基者的最佳场所
remember one of its founding gurus.
因为若没有史蒂夫·乔布斯
Because it would look a whole lot different around here
这里的面貌将相去甚远
if Steve Jobs hadn't been around.
我们将从产品和理念两方面
We're going to look at Steve Jobs' legacy
回顾乔布斯的传奇经历
both in terms of things and ideas.
他的理念不断激发出
Ideas that will spur innovation
超前的创新
far into the future.
而他的宏伟理念
And his big idea?
从最初开始
Right from the very beginning,
就是改变一切
was to change everything!
是不是天才
Do you have to be
一定都难以相处
a difficult person,
个性强悍
a tough person to be a genius?
安迪·瑟威尔
《财富》杂志 执行编辑
我无法回答
I don't know the answer to that.
他很独断
He was very dictatorial.
很强硬
He was very tough.
他深知自己
He had a very clear sense
乔·诺塞拉
《纽约时报》商务专栏作家
胆识过人
of his own guts, his own instinct.
他不招人喜欢
He was abrasive.
谷川道雄
纽约城市学院 理论物理学家
很蛮横无礼
He was brash.
他认为自己无所不知
He thought he knew everything.
而他创造的产品算不上尖端的
But the product he created were not elitist
图雷
微软全国广播公司撰稿人 文化评论员
尽管都与众不同
even though they were super cool.
全世界的人们都爱苹果的产品
All around the world people love these products.
弗兰克·珀杜曾说"严谨决定一切"
What did Frank Perdue say: "It takes a tough band to make a tender bird."
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"
世界因你而改变
不管怎么说
Say what you want,
史蒂夫·乔布斯仅此一位
but Steve Jobs was "The Guy"
他预见了个人电脑的普及
who envisioned a computer on every desk,
音乐将随身而行
an earbud in every ear,
多任务处理设备
and a device that would take multitasking
将迈入全新纪元
to a whole new level.
他不止提出构想
He didn't just envision.
更将其化为现实
He made it happen!
我们将其命名为 iPhone
And we are calling it, iPhone.
iPhone
苹果缔造手机新理念
他致力于将科技人性化
He was about humanizing technology
让其变得无与伦比地便捷
in a way that made it extraordinarily easy
}辛迪·盖洛普
IfWeRanTheWorld 网站创始人兼CEO
使操作变成一种享受和乐趣
and it was an absolutely joy and pleasure to use.
他的天才之处在于精准的直觉
His gut instinct was his genius.
而这些是学不来的
And it's absolutely unteachable.
很少有人能以这样个人的方式
It's rare when someone can affect your life
皮特·温兹
Fall out boy 和 Black cards 乐队音乐人
影响到你的生活
in such a personal way
而你根本不认识这些人
and you don't know them at all.
天才不在于把事物复杂化
Genius is not about making complicated things.
而在于把复杂事物变简单
It's about making complicated things very simple.
让产品简洁而富有美感
Making things simple and beautiful,
这便是史蒂夫·乔布斯的初衷
that was the genius of Steve Jobs from the very start.
1955年 乔布斯出生
He was born in 1955 to a pair of
父母是一对未婚研究生情侣
unmarried graduate students,
他们把他送人抚养
intellectuals who put him up for adoption.
他在加州硅谷
He grew up with a loving,
一个和睦美满的工薪家庭中长大
working-class couple in California's Silicon Valley.
和哈利·波特一样 史蒂夫·乔布斯意识到
Just like Harry Potter, Steve Jobs realized
艾伦·达奇曼
《史蒂夫·乔布斯:改变世界的力量》作者
自己是个魔法师
that he was a wizard,
尽管他是由麻瓜养大
even though he was being raised by Muggles.
他是个混合体
He was a hybrid,
一半技术宅 一半嬉皮士
one part geek and one part hippy.
时代使然
It was the 60s.
十几岁的时候
When he was a teenager
他遇到了同道中人
He met a fellow techy,
一名黑客
a hacker,
他便是史蒂夫·沃兹尼亚克
named Steve Wozniak.
他们在乔布斯家里
They wild away the hours tinkering
花费大量时间研究电子设备
with electronics in the Jobs' house.
我在帕洛阿尔托长大
I grew up in Palo Alto,
离史蒂夫·沃兹尼亚克和史蒂夫·乔布斯
not too far from where Steve Wozniak
常出没的地方不远
and Steve Jobs hung out.
说来也神奇
It's legendary.
指美国旧金山附近的海湾 毗邻硅谷
海湾地区的很多发明家
There's so many inventers in the Bay Area
都是从自家车库里起家的
who start off in their mom's garage.
1972年 乔布斯前往俄勒冈州
In 1972, Jobs headed to Oregon
就读于一所小型文科学院
where he attended a small liberal arts college.
他踌躇满志地入学 但很快退学
Turned on, tuned in and dropped out.
他酷爱披头士和鲍勃·迪伦
He listened to the Beatles, and Bob Dylan,
吸食致幻剂 然后去了印度
took LSD and went to India.
1975年他返回硅谷时
When he returned to Silicon Valley in 1975
计算机时代正崭露出头角
it was the dawn of the computer age
而他萌生了一个想法
and Steve Jobs had a vision.
他最终认为
He ultimately hits upon this idea
电脑技术将成为历史性的革命
that computer technology can be the source of transcendence,
我们的生活将彻底为之改观
that it can transform our lives,
进入全新的维度和层面
that it can help us live on a different plane, a different dimension.
但在70年代中期
But in the here and now in the mid 1970s
电脑犹如史前生物般庞大
computers were prehistoric and enormous.
在六七十年代
Back in the '60s and '70s,
电脑的样子与今日大相径庭
think of what the computer looked like.
大小和房间差不多
They were the size of an office.
只有军队和大型银行
Only the millitary and large banks
才能拥有这样一台装备
could own one of these things.
史蒂夫·乔布斯的第一台电脑
The very first Steve Jobs' computer
实际上是他朋友史蒂夫·沃兹尼亚克的创意
was acturally the brain child of his friend, Steve Wozniak.
沃兹尼亚克负责实际操作
Wozniak did the wiring
而乔布斯负责构思未来
and Jobs did the dreaming
各位请看 苹果一代
and be hold, the Apple 1.
没有电源
No power supply.
没有封装 只是个雏形
No casing, just a beginning.
1976年 乔布斯和沃兹在家用电脑俱乐部
Jobs and Waz unveiled the prototype
向其他研究技术的同仁们
to their fellow tech geeks
推出了苹果机的原型
at the Home Brew Computer Club in 1976.
俱乐部中的所有成员都会聚在一起
Everybody kind of huddled over in a group
约翰·特拉博
电脑程序员
你可以上前和他们讨论
and you can go over there and talk about
如何制作6502微处理器
building a 6502.
此8位微处理器诞生于1975年 由MOS科技公司制造
我第一次在会上见到史蒂夫·乔布斯时
In the first meeting where I saw Steve Jobs,
李·菲尔斯丁
电脑工程师
他疯狂地到处跑乱窜
he was rushing around madly,
在场同时进行的众多讨论
trying to listen in on every one of those conversations
他都不想错过
that was going on simultaneously.
他的求知欲望很强烈
He had a real intensity to his demeanor.
乔布斯为大家构思了一台机器
Jobs' imagined a machine for the people.
并且声称他要使之成为现实
And he said he was the man to make it happen.
这二人组找到了投资者
The two Steves found an investor
并成立了苹果电脑公司
and formed Apple Computer Inc.
苹果一名琅琅上口 造型可人
The name apple, the friendly shape,
史蒂夫·沃兹尼亚克
苹果公司创始人之一
再加上很有亲和力的广告
the friendly advertising we did,
史蒂夫就是个营销天才
Steve was a genius at marketing.
这样有益于把这一整套设备
It helped bring this whole category
向全世界推广
of device to the world.
苹果一代演变为苹果二代
Apple 1, morphed into Apple 2
技术也更上一层楼
which went further.
运行更快 并支持文本
It was faster and had text display,
和彩色图形显示 还有塑料外壳
color graphics and its own plastic casing.
那是第一台个人计算机
It was the first personal computer
一个人 一个普通人
that a human being, a normal human being,
一个非技术人员就能使用它
a nontechnically human being could use.
我认为史蒂夫·乔布斯知道
I think Steve Jobs knew that
他即将成就一番伟业 真正的伟业
he was on to something big, real big.
但这场革命
But the revolution was about
将会在一个小东西的尾巴上大放异彩
to be sparked on the tail of something quite small.
那就是鼠标
The mouse.
在1979年 乔布斯访问施乐公司时
Jobs' stumbled on the technology
无意中发现了这项技术
in 1979 while touring Xerox.
世界上首台基于图形界面的电脑
他们的阿尔托电脑有个鼠标
Their Alto computer has a mouse
人机交流以图形的形式进行
that let users interact with images.
从屏幕上的那些小东西
On the screen in that one little object,
他看见了未来
he sees the future.
我还记得那时电脑需要一大堆代码
I can remember how computers were a bunch of codes.
你打开电脑
You turn it on and
必须输入一个单词或一段代码
you had to type a word or a set of code
或数字之类的东西
letters or numbers, whatever,
然后才能进入其他操作
and then that would lead to something else.
用的时候总会想
It was like, you know,
代码写对了吗
am I going to get the right code for
这个神奇的盒子会给我
the mystic in the box
想要的结果吗
to give me what I want?
鼠标 它是如此的简单
The mouse -- it was so simple.
并非乔布斯的发明 他对其进行了改造
Jobs' didn't invent it, he reinvented it.
"改造 让东西更好用" 这一宗旨
Reinventing, making stuff better
贯穿了他的整个职业生涯
would become his career-long M.O.
同时 苹果二代销售火爆
Meanwhile, Apple 2 sales are robust.
苹果公司于1980年上市
The company goes public in 1980
史蒂夫·乔布斯的身价猛然增至两亿
and Steve Jobs is suddenly worth $200 million.
《时代周刊》
飞来横财
美国冒险家
这堪称前无古人
This hadn't happened before,
一个二十五岁的青年
for a 25 year old, to be worth
如此年轻
hundreds of millions of dollars
身价就高达上亿美元
when he was still young.
他风度翩翩
He was dashingly good looking.
是新一代企业家的象征
He was this new symbol of entrepreneurship.
苹果公司继续鼠标的开发
Apple continues developing the mouse.
他们第一台独具特色的电脑
Their first computer, the feature one,
Lisa 于1983年发布
the Lisa, released in 1983,
却是个败笔
is a flop.
事实证明大家不愿意花一万块买个人电脑
Turns out people don't want to 10 grand for a PC.
但乔布斯在失败中吸取了教训
But Jobs' learns from his failure
Lisa为Macintosh的诞生奠定了基础
and Lisa gives birth to the Macintosh.
他在寻找一样
He was looking for something
丹尼尔·考特科
苹果公司前雇员
风格独特的产品
to put his mark on.
史蒂夫看中了Mac
And he seized on this little Mac
他预见
and Steve got the vision
我们会卖出几百万台电脑
that we were going to sell a million of these.
我们不再称显示器为显示器
Instead of calling the monitor a monitor,
而称之为桌面 不是屏幕
we called it a desktop, not a screen.
而是桌面 为什么
A desktop, why?
大家都知道桌面是什么东西
Everybody knows what a desktop is.
Macintosh中的每个小图标
Little icons on the Macintosh
都代表一个页面
would represent a page.
大家都知道漆桶工具是做什么的
Everybody knows what a paint bucket does.
而那个看上去像橡皮的图标
The one that looks like an eraser,
单击它 它就变成橡皮了
click on it and it will be erasing,
这一切颠覆了人们对科技的印象
all these things that kind of remove the technology.
Mac的发展一直处在
The development of the Mac is
企业权谋争斗的背景之下
surrounded by corporate intrigue.
乔布斯是很聪明 也出了名的难相处
Yes, Jobs is brilliant but he's also notoriously difficult.
公司更想要一个稳重的成年人
The board wants more of a grown-up
来实现他们尚未成熟的蓝图
to keep their young visionary in check.
他们很不放心把钱投给
They were not going to trust
史蒂夫·乔布斯这样的嬉皮士
their investment to a hippy like Steve Jobs.
因此 在早期
So from early on,
投资者都启用年长的
the money men brought in older,
更有经验的执行官
experienced executives to run
来经营苹果的电脑生意
the business of Apple computer.
乔布斯亲自招募了约翰·斯考利
Jobs himself recruits John Scully,
百事公司的前总裁来担任新CEO
former president of PePsiCo to become the new CEO.
他们最初相处很融洽
They get along well, at first.
但是斯考利想让苹果公司
But Scully wants to market the Mac
取代IBM在美国商用机界的地位
to corporate America taking on IBM
而乔布斯把Mac
while Jobs' sees the Mac
当成一种大众消费品
as a consumer product
并相信这会决定苹果的未来
and believes it will define apple's future.
他让自己的精英小组疯狂地工作
He works his A-team maniacally.
他告诉大家 他们是海盗
And he tells people that they are pirates
公司中其他的人则是海军
the rest of Apple was the navi,
而他们还真升起了海盗旗
and they literally fly the pirate flag.
他对员工不留情面
He could rip into people and
为他工作绝非易事
be tough to work for.
但是他太有魅力了
But he was so charismatic,
而难以置信的是 苹果公司的成员
and people at Apple put up with this
都能忍受这一点
incredibly demanding culture.
因为他们知道 为他工作
Because they knew working for him
是个千载难逢的机遇
was a once-in-a-lifetime opportunity.
史蒂夫能每周工作一百小时
Steve was perfectly content to continue the work
并完美地完成工作
100-hour weeks to get this done.
但是他的团队却不能
But his team could not.
他们之间有许多摩擦
There was a lot of friction,
关系也很紧张
there was a lot of tension.
在苹果公司内部
And there was inside Apple
大家都感觉史蒂夫并未准备好
a feeling that Steve was not ready
经营管理一个部门
to manage a division
或担任公司高管人员
or to be a high-ranking official inside the company.
1984年初 Mac首次登台亮相
When the Mac is released in early 1984,
其销售成绩却令人大失所望
sales are underwhelming.
史蒂夫·乔布斯身陷窘境 进退维谷
Ssteve Jobs hits the wall, hard.
Mac电脑实属败笔
And the Macintosh is a flop.
他在苹果公司的股票迅速缩水
And his stock within Apple is diminished
因为他全力研发的新机器
because he's focused on creating this new machine
遭遇惨败
that has failed.
终于 Mac的销量有所好转
Eventually, things get better for the Mac,
但乔布斯和斯考利之间的关系
but they get a whole lot worse
却逐步恶化
between Jobs and Scully.
1985年初 二人甚至互不搭理
By early 1985, the two aren't even talking.
我把他们叫到一起 试着让他们和解
I got them together to try to resolve the issue.
杰伊·艾略特
1980-1986年任苹果公司资深副总裁
那次会议上 史蒂夫情绪波动很大
At that meeting Steve got very emotional,
几度落泪
he actually started crying and
而我发现斯考利
I started to look at Scully,
却冷眼看穿史蒂夫的弱点
sort of steel eyes that he saw weakness in Steve
并利用这些弱点对付他
that he probably would use against him.
我想他肯定告诉董事会
And I believe he went to the board and said,
史蒂夫靠不住
this guy is unstable
应该采取一些措施
and so we need to take action here.
二虎相争 必有一伤
Sooner or later, titans are going to clash.
肯定会出现牺牲品
Something's got to give,
而被丢弃的正是史蒂夫·乔布斯
and what gave was Steve Jobs.
他退出了苹果的舞台
Out the window he went.
远见卓识的海盗船长
The visionary pirate is being forced
只好被迫离开自己的战舰
to walk the plank off his own ship.
他不知所措
He's devastated.
大概是半夜两点钟
It was about two in the morning
我接到了史蒂夫的电话
and I got a phone call.
他在电话那头泣不成声 很烦恼
And Steve was sobbing on the other end of the phone, very upset.
他说 "天啊 我快要崩溃了"
And Steve said, "oh my god, I've been pushed to the sidelines."
但失败只会让史蒂夫越挫越勇
But failure only strengthened Steve Jobs's drive.
他的下一项再发明将震惊世界
His next re-invention would be a big one--
那就是他自己
himself.
史蒂夫·乔布斯
改变世界的力量
远见卓识 才华横溢
Visionary, genius,
引领时代 独树一帜
guru, artist.
在谈到史蒂夫·乔布斯时
Words that get thrown around a lot
会让人不自觉地想到这些词语
when you're talking about Steve Jobs.
实际上他还是一个讲故事的能手
He was also at heart a storyteller.
他似乎生来就深知
He intuitively understood that
当人们知道了事物背后的故事之后
people create personal bonds with things
会更容易产生情感上的共鸣
when they know their stories.
离职苹果公司几年后
When he got bounced from Apple
他才终于有了新故事可以述说
it took him a few years to find a new one to tell.
这一次 他不再是
This time, instead of telling
讲述关于电脑的故事 而是和他的团队
the story of computers, his new team
用电脑讲述一群玩具的故事
used computers to tell the story of some toys.
结果大获成功
It turned out pretty well.
这是他目前为止最成功的故事
His best story yet.
1995年11月22日
November 22, 1995,
全美各地万人空巷
audiences across America are
翘首期盼着这一部
lining up for a ground-breaking movie
彻底改变电影界的惊天大片
that will change the film industry forever.
《玩具总动员》
"Toy Story."
这部电影绝对让人眼前一亮
It would just knock your socks off.
这之前从来没有一部像这样的
Never seen it an animated move like
完全由电脑制作的动画电影
this computer-generated movie.
安迪·瑟威尔
《财富》杂志 执行编辑
其故事情节感人至深
The story was incredibly moving.
名不见经传的皮克斯动画工作室
The world is dazzled by the very first release
其第一部作品就令世界啧啧称奇
from a small unconventional film studio called "Pixar",
而工作室的掌舵人正是史蒂夫·乔布斯
with Steve Jobs at the helm.
其作品美妙绝伦 令人沉醉其中
You just got sucked in to the beauty
图雷
微软全国广播公司撰稿人 文化评论员
目不暇接
and the sort of retina explodes.
有史以来 电脑人物头一次显得
For the first time, computer characters
如此有血有肉 活泼可爱 栩栩如生
are warm, cuddly, relatable.
虽然他们只是动画人物
These were animated characters
但他们就好像是
but they seemed like
汤姆·布罗考
美国国家广播公司新闻网
我们的家人
they belonged in our family or
或是家里的一部分
that we'd have them in our house.
这正是史蒂夫·乔布斯
It's the big comeback
期盼多年的华丽回归
Steve Jobs has been waiting for.
然而乔布斯和皮克斯工作室
But it has taken Jobs and Pixar
花了将近十年才走到这一步
nearly ten years to get this far.
而且差一点就功亏一篑
And it almost didn't happen at all.
1985年离开苹果公司后
After he got the boot in 1985,
他将其股份全部出售 仅保留一股
he sold all of his Apple shares but one.
他当时拥有几百万美元
He had millions of dollars
堪称巨富
burning a hole in his pocket.
换做别人定会选择退休
Anyone but Jobs might have retired.
他经历了生命中真正的低谷
He went through a real period of personal crisis.
大卫·普莱斯
《皮克斯总动员》作者
现在看来很难想象
And there's a period of time,
但有那么一段时间
it's hard to imagine today,
他差不多是硅谷众人皆知的笑柄
when he was more or less a laughing stock of Silicon Valley.
我对他说 史蒂夫
I said, Steve,
坚持你的梦想
keep your vision intact
会没事的
and you'll be fine.
坚持自我
You just keep going the way you are.
在当时 史蒂夫极力想要
At the time, Steve's obsession
打造出新一代至尊电脑 即NeXT
was to build the best possible new computer, NeXT.
NeXT将对计算机产业有什么影响
What impact will the computer have on the computer industry?
我们则更侧重于
We think more in terms of
NeXT电脑对于计算机用户
what impact is this computer going to have on the people
会有什么样的影响
that use it.
他在寻求最先进的图形技术的过程中
Scouting for the most advanced graphics,
邂逅了皮克斯
he ran across Pixar.
说起皮克斯工作室
When it comes to Pixar,
史蒂夫·乔布斯可谓是无心插柳
Steve Jobs was really an accidental visionary.
他买下皮克斯的初衷
He bought the company,
是想将其打造成
expecting it to be another computer company
像苹果和NeXT一样的电脑公司
like Apple, like NeXT.
当时 史蒂夫·乔布斯
And Steve Jobs was also really not that
大卫·科亨
《Variety》杂志 特写副主编
对电脑动画并不怎么感兴趣
interested at the time in computer animation.
但后来他碰巧看到了
And as it turned out he saw
约翰·拉赛特和他团队的研究
what John Lasseter and the gang
便喜欢上了
were doing and he liked it.
皮克斯之前是一台电脑的名字
Pixar was a computer before it was a company,
由乔治·卢卡斯负责研发
developed under the direction of
主要用于制作《星球大战》等电影中
George Lucas to enhance special effects
震撼的视觉特效
for movies like Star Wars.
皮克斯的创始人和史蒂夫·乔布斯
But both Pixar's inventers and
都坚信这项技术的潜力远不止于此
Steve Jobs believed the technology can do much more.
最初人们认为数字动画简直是天方夜谭
At first people said, digital animation, impossible.
谷川道雄
纽约城市学院 理论物理学家
电脑制作时间过长
Too much computer time.
画质怪异
Too awkward.
耗资巨大 难以市场化
It would be too expensive to bring it to market.
但乔布斯和他的团队坚持己见
But Jobs and his team stick to their vision.
1991年 皮克斯工作室时来运转
In 1991, Pixar gets its break.
与迪士尼签约
Signing a deal with Disney to
制作了三部电脑动画长片
produce three full-length computer-animated films.
我超喜欢《玩具总动员》系列电影
I love the "Toy Story" series.
乔·诺塞拉
《纽约时报》商务专栏作家
就是喜欢
I just do.
继《玩具总动员》后
"Toy Story" is followed by
皮克斯制作的卖座动画接连不断
one hit after another.
史蒂夫·乔布斯再一次用事实证明
We were all proved wrong,
我们之前的看法是错的
yet again, by Steve Jobs.
他早已看出
He had it figured out
电脑动画将会成为一个大产业
that this was going to be a big thing.
而他则要将这块蛋糕做大
And he was going to help make it a big thing.
我不只是喜爱《超人总动员》
I don't just love The Incredibles,
我爱的是皮克斯
I love Pixar.
我喜爱他们的一切
I love what they're about,
他们的工作 他们的理念
what they do and what they stand for.
以及他们的产品
The product they put out.
那是真正尊重观众意愿的产品
The product respects the audience.
该产业的规模甚至超出乔布斯的想象
It's bigger than Steve Jobs could have imagined.
2006年
In 2006,
迪士尼以74亿美元的价格收购皮克斯
Disney buys Pixar for $7.4 billion.
对于乔布斯 米老鼠与鼠标相比
This mouse proves to be more
带来了更为可观的利润
lucrative for Jobs than this one.
当初仅投入几百万的皮克斯却卖了几十亿
Pixar with millions and the payout was billions.
光这些足以说明一切
That's really all you need to know.
或许乔布斯对皮克斯做出的最大贡献
Perhaps Jobs greatest contribution to Pixar
就是发掘其隐藏的潜力
was recognizing its hidden potential
并且坚持投入资金
and standing by his investment,
而这些正是他1997年回归苹果
something he would do again and again
买下NeXT科技之后
after his return to Apple in 1997,
屡试不爽的制胜奇招
after buying NeXT Technology.
他真正懂科技 科技本身没表情
He was somebody who saw technology, which was faceless,
是冰冷的 是机械的 但他能洞悉
cold, mechanical, and saw in it,
其中令人熟悉
the promise of a world that is warm,
触动人心的一面
that reaches out, that touches people
因为这也就是计算机革命的本质
because that's what the computer revolution is all about.
触动人心
Touching people.
乔布斯将他的传奇从机器拓展到音乐领域
Jobs' sequel takes him from play things to play lists
世界成为他的舞台
and the world becomes his theater.
史蒂夫·乔布斯
改变世界的力量
你的播放列表里有什么歌
What's on your playlist?
你知道的 电子舞曲之类的
Uh, you know, definite, techno, the usual.
在史蒂夫·乔布斯之前
Before Steve Jobs
有"播放列表"这个词吗
did the word play list exist?
我当电台DJ那会儿我们就用播放列表
When I was a radio DJ we used play lists.
好吧 不说这个了
All right ,never mind.
他的确让我们以一种全新的方式来听音乐
He did gave us an entirely new way to listen to music.
他并没有发明MP3播放器
He didn't invent the MP3 player.
他只是发现了
He just saw possibilities in it
那些被别人忽视的可能性
that others had overlooked.
他让它变得简洁 坚固和漂亮
He made it simple, sturdy and sexy.
看看这小家伙
Look at this thing.
他改变的不仅仅是我们听音乐的方式
And he didn't just change the way we listen to music
而是整个音乐产业
he changed the entire music business.
其实他改变了...一切
He changed...well everything.
史蒂夫·乔布斯经历过摇滚乐的全盛时期
Steve Jobs came of age in the heyday of rock n' roll
而且他自己也是个乐迷
and he was a music junky.
他是鲍勃·迪伦和披头士的粉丝
He was a fanatic about Bob Dylan and the Beatles.
而且我认为他对音乐的那份热爱
And I think that love for music really shaped
比尔·沃德
美国公告牌排行榜 编辑部总监
在他重回苹果CEO之位后
some of his interests as he returned to CEO of Apple
影响了他复兴苹果的决策
and thought about he could revitalize the company.
当乔布斯于九十年代末回归苹果后
As Jobs' begins his second tour at Apple in the late '90s,
他将人生中的两大最爱 电脑与音乐
he fuses his two lifelong passions
融合到一起 创造了一个革命性的新产品
music and computers to created a revolutionary new gadget.
这个神奇的小设备可以储存一千首歌
This amazing little device holds 1,000 songs.
刚好可以放进我的口袋
It fits right in my pocket.
苹果于2001年10月推出iPod
In October of 2001, Apple launches the iPod,
它立刻变成音乐播放器中的超级明星
the rock star of all music players.
这不仅仅是个音乐播放器
This thing was not just a music player.
简直就是一件艺术品
It was a sculpture.
你会情不自禁地
It was something that
乔·布朗
Gizmodo 网站总编辑［泄漏爱疯四的那家］
想触碰 想使用
you wanted to touch it and interact with it.
"苹果"树结出最新果实
The latest fruit of the apple tree
立刻变成人人向往的单品
immediately becomes an object of lust.
你不知道你想要它
You didn't know you wanted it
直到看见你朋友拿着它
until you saw it in your friends' hand
然后突然间你意识到它真的很棒
and all of a sudden you realize how great it was.
本吉·杰西曼
O.A.R. 乐队贝司手
令人兴奋
How exciting.
很便捷 可以把所有歌曲放到口袋里
It's so convenient to have all of your music in your pocket.
太神奇了
Just crazy.
太厉害了
It was great.
可以说是我口袋里
Like the coolest thing, I don't Know,
装的最酷的东西
to hit my pocket in a while.
一个按键都没有 真的
There's no buttons, really.
小哈利·沈
演员兼舞者
好像只要轻轻一碰
You --you know it was like a touch and
神奇的音乐即现 只要一转
something miraculous happen. You scroll.
我觉得史蒂夫·乔布斯应该有一个帮标
I feel like Steve Jobs should have a gang sign.
这个就是乔帮的帮标
Like this is gang sign.
耳机 变成了一种潮物
The headphones became a style icon.
在大街上戴着耳机
You would wear them on the street
你就是一个果粉
and you're immediately an Apple person.
在地铁里戴着耳机
And you wear them on the subway,
就立刻比别人更酷一些
you're immediately little bit cooler than everybody else at first,
因为你是个果粉
cause you're a Apple person.
曾经的音乐分享形式是公开的
The once communal medium of music is transformed into
现在变成私密的听觉体验
an almost exclusively private experience.
我成长于五十年代
I grew up in the '50s.
我们那一代人还听点唱机
I was a member of the juke box generation.
汤姆·布罗考
美国国家广播公司新闻网
现在这就是我的点唱机 多亏了史蒂夫
This is my juke box. Thanks to Steve.
但iPod也带来一个日益突出的问题
But the iPod come upons a growing problem.
果粉们逐渐通过像Napster之类的
Fans turn to a illegal file sharing websites like Napster
非法分享网站 免费下载音乐
where they can download songs for free.
问题由此而生
And that spells trouble.
不仅是整个音乐产业
Not only for the music industry
还有那些既要赚认知度
but for the artist who want exposure
又要捍卫收入的音乐人
while protecting their livelihood.
有人曾经说 拜托
There was someone saying ,look,
史提夫·汪达
让人们免费下载歌曲其实是在帮你们
by downloading music for free we're doing you a favor.
这样可以让人们认识你
These people are knowing about you.
而这是我这辈子听过的
And that's the most ridiculous thing
最荒唐的事情
I ever heard in my life.
所有人都一筹莫展
Everyone's scrambling and
想知道该如何应对
trying to figuring out what do we do.
要把所有人都告上法庭吗
Do we sue everybody?
难道要告那些从妈妈的电脑上
Do we sue the 14-year-old kid
马克·罗伯吉
O.A.R. 主唱兼吉他手
非法下载音乐的14岁孩子吗
on his mom's computer stealing your music?
音乐通过口口相传 通过心灵交流
Music travels by word of mouth and word of heart,
想收回是不可能的
and it's impossible to hold it back.
当有人用你赖以营生的劳动成果
When you have people making millions
赚得盆满钵满
and millions of dollars off of something
而你则连一个子都没有得到
that is your livelihood and you're getting nothing
这实在是太不公平了
out of it that's just unfair.
音乐产业需要的是一个天才的想法
What the music industry needs is a touch of genius.
现在他们需要一个局外人
There almost needed to be an outside perspective
帮他们走出困境
that could come in and shake things up.
整个产业变得死气沉沉
The business would become to so stagnant.
皮特·温兹
Fall out boy 和 Black cards 乐队音乐人
需要一个跳跃性的进步
It really needed to jump forward like light years.
乔布斯不仅仅找到了
Jobs not only finds a way
公平的竞争平台
to level the playing field,
他还改变了整个产业的游戏规则
he establishes ground rules for a whole new game.
他说 我要你们
He said, I want all of you
以同样的价格出售你们所有的歌曲
to sell all of your songs for the same price,
安迪·瑟威尔
《财富》杂志 执行编辑
一美元一首
$1.
然后他们说 什么
and they said, what?
我们不能这么做
We can't do that.
有些歌比别的歌值钱多了
Some songs are worth more than others.
他却说 那样太复杂了
He said, it gets too complicated.
每首99美分
必须是每首只卖一美元
They have to worth $1 each.
最终 六家唱片公司达成一致
Finally, half dozen record companies,
他居然把他们全部说服了
he basicly got them all to agree,
简直前无古人 但他做到了
never been done before in the history of the world, but he did it.
我们把它称作iTunes音乐商店
The iTunes music store is what we gonna call this.
苹果于2003年四月推出iTunes商店
In april of 2003, Apple launches the iTunes store,
立刻变成音乐爱好者的在线圣地
an intuitive online mecca for music.
音乐产业被颠覆了
The landscape of the music industry
之后便再次趋于稳定
just completely changed and was stable again.
行业里每个人知道
It was like, you knew that there
听众分享你音乐的同时
was a source of revenue from the
你能得到一笔收益
sharing of your music all of the sudden.
这个模式对我们来说这很棒
That was beautiful. That was great for us.
粉丝们不再需要去买整张专辑
No longer required to buy full albums,
他们可精挑细选自己喜欢的歌曲
fans cherry-pick their favorite song,
创建播放列表 然后随机播放
create play list and start to shuffle.
突然之间 你就能找到新的歌曲
Suddenly you're just discovering these jams you'll finding new songs
我相信 这一代人
and I really believe that this generation
成长在播放列表的时代
that grew up in the age of play lists,
成长在随机播放的时代
that grew up in the age of shuffle
因此对音乐会有更广泛的了解
has broader tastes of music because of it.
当苹果在iTunes上收获巨大成功时
While apple is flying high on the success of iTunes,
乔布斯自己生活的节奏却被打乱了
the Rhythm of Jobs' own life is interrupted.
2004年7月
In July of 2004,
他接受了胰腺恶性肿瘤的切除手术
he under goes Surgery to remove a malignant tumor in his pancreas.
其实 我认为这加速了他的创新步伐
If anything, I think it helped to accelerate his timetable,
谷川道雄
纽约城市学院 理论物理学家
因为他意识到生命的有限性
realizing he had a finite number of days on the earth.
乔布斯再接再厉
Jobs pushes forward
iPod帝国相继推出了mini
adding the mini, shuffle,
shuffle和nano
and nano to his iPod empire.
从诞生之日起 每一代产品都更进一步
From the time it launched, every generation just got kind of smaller,
更苗条 更性感 更细腻 更小巧
slimmer, sexier, slicker, tinier.
iPod体型不可思议越来越小
The incredible shrinking iPod
《周六夜现场》对此恶搞了下苹果
earned Apple a parody on "Saturday night live".
好的 稍等
Okay, wait a minute.
史蒂夫·乔布斯 你手上什么也没有啊
Steve Jobs, I don't even think you really holding anything.
我有 透明版iPod
I am, iPod Invsi
完美的圣诞礼物 能存储八百万首歌
Perfect stocking stuffer and it holds 8 million songs.
随后iPod可以播放电视节目
The iPod would soon hold TV shows,
音乐视频 甚至电影
music video, even feature films,
均可从iTunes上下载 不分地域
all downloadable on iTunes globally.
无论是在亚洲还是澳洲
Whether it was in Asia, Australia,
都和在美国一样
they were able to interact with music
在音乐的国度没有时差
almost instantly as people could in the U.S.
iPod如此成功
The iPod is so popular,
即使是它的广告都能创造事业奇迹
even its commercials are capable of catapulting careers.
一 二 三 四
One, two, three, four,
告诉我 你更爱我
tell me that you love me more.
比如说歌手菲斯特
You look at an artist like Feist
她的歌《一二三四》
and her song "One, two, three, four"
这首歌
I mean this is the song that...
它在公告牌榜单上几乎是垫底的
it had cracked the very very bottom part of the billboard chart.
但当它成为苹果广告的背景音乐后
But it started running in apple commercials
仅仅一周
and literally like the next week,
它便冲进了前二十
boom, it's at like number 20.
很快又进入前十
Boom, number ten.
哈利·沈是热播剧集《欢乐合唱团》的主角
Harry Schum, the star of the hit TV serious "Glee."
但在这个苹果黑影舞蹈广告中
But you might not recognize him here,
你可能认不出来他
in apple's dancing silhouette commercial.
我时常听说史蒂夫·乔布斯想要证明
I always heard that Steve Jobs has to prove it.
他很特别 想把事情变得简单
He's particular and he wants thing simple and
我想这就是黑影舞蹈的设计初衷
I think that's what shaped the form of silhouettes.
这是哈利
一个人在跳舞 做一些精彩的动作
A person dancing, maybe doing extraordinary moves,
但是以黑影的形式
but in silhouette.
这让你感觉
So it made you feel that,
我也可以这样 手持iPod 尽享乐趣
hey, I could be one of those people holding those iPods having fun
我认为这太有才了
and I just thought it was so genius.
苹果对音乐界影响越来越大
But not everybody is a fan of Apple's growing influence
并非皆大欢喜
on the music world.
iTunes几乎一手抹掉了
iTunes almost single-handedly
所有传统音乐商店
wipes out traditional music stores.
淘儿唱片宣布破产
Tower Records declares bankruptcy.
淘儿唱片 美国连锁唱片零售商
国家音乐连锁相继破产
The national music chains.
有些歌手对iTunes也产生抵触情绪
Then plus there has been some holdouts to iTunes.
我能够理解他们
I can understand their point.
为什么我的歌和其他人的一个价
Why is my song worth the same as some,
比如 巴伐利亚风格［不入流的］
you know, Bavarian folk tune.
我做的是流行音乐
Right? It's not. I mean, this is pop music.
我可是摇滚小子啊
I'm Kid Rock.
音乐产业满足不了乔布斯的胃口
But the music industry is no match for Steve Jobs.
苹果重新定位 将产品线多元化
Now defining itself as more than any single product,
将"电脑"从公司的官方名称中去掉
Apple drops the word "Computer" from its official corporate name.
相比较于其他产品
You just look at your apple product
你会在苹果的产品上看到个性
a little bit more than you would look at something else.
你在家里的沙发上 手拿遥控器
You don't sit there with you remote control at home and
大概很难跟眼前的电视产生共鸣
just like ogle it and sort of just mentally feel it up.
但苹果的产品却能做到这点
But you do with apple products
iPod便是如此
and you did with the iPod.
史蒂夫·乔布斯和苹果成为全球时尚大使
Steve Jobs and Apple become the global ambassador of cool.
奥巴马总统
President Obama gives one,
图雷
微软全国广播公司撰稿人 文化评论员
把iPod装满他喜欢的歌
preloaded with all the music that he loves,
再送给了伊莉莎白女王
to Queen Elizabeth.
这一台空白iPod的意义完全不同
And a blank iPod is nothing compared to a loaded iPod.
音乐诠释了我们的生活
Music defines our lives and
而史蒂夫让音乐触手可得
Steve made it highly portable and easy to access.
这真是一份厚礼
That's a pretty big gift.
但对乔布斯来说 这仅仅是华章前的序曲
But for Jobs, just a stocking stuffer compared to the gifts to come.
史蒂夫·乔布斯
改变世界的力量
看看这些东西是多么可爱
Look at how lovely these things are.
我是说即使不使用它们
I mean, even when they're off
拿在手里都觉得漂亮
they're beautiful to hold.
在他们的设计中
In their design,
乔布斯把简洁作为首要理念
Jobs' went for simplicity above all else.
如果他有格言的话 很可能就是"简洁"
If he had a mantra it could have just been "Simple."
简洁
Simple.
似乎一个按键或无按键是他不言而喻的理念
It seems like his unspoken rule was one button or less,
即使追溯到第一台Mac的第一只鼠标
even going all the way back to the first mouse on the first Mac.
只有一个按键
One button.
而最具代表性的
And the most iconic of them all
大概便是这个按键
is probably the one button right here.
这种设备 大屏幕
And that device, big screen,
少按键 没有多余的东西
little button, nothing else,
强烈冲击了另一个巨大产业
blew up, yet, another entire industry,
或许比iPod对音乐的影响更甚
maybe even more than the iPod affected the music business.
每过一段时间 就会出现一个革命性产品
Every once in a while a revolutionary product comes along
它将改变了一切
that changes everything.
在2007年1月9日
On January 9th, 2007,
华章奏响
the bomb dropped.
iPhone横空出世 席卷了整个市场
The iPhone came on the marketplace it totally blew the market away.
杰伊·艾略特
《乔氏风范》作者
在iPhone上 你可以随心所欲
You could do anything you wanted on it.
史蒂夫·乔布斯推出了
Steve Jobs introduces what
一款公认最具革命性的乔氏产品
many consider to be his most revolutionary product.
iPod 电话
An iPod, a phone,
网络连接功能
and an internet communicate.
集大成的产品
This is one device!
我们将其命名为 iPhone
And we are calling it, iPhone.
变革始于iPhone
The revolution really began with the iPhone.
它把人们的奇思异想
It took this idea that had been in the air,
乔·诺塞拉
《纽约时报》商务专栏作家
比如 有一天能把电脑装进口袋里
i.e. someday you'll have your computer in your pocket
将其变为现实
and turned it into a reality.
我们想要生产一种跨时代的产品
What we want to do is make a leap-frog product
它要比现有的任何手机都更加智能
that's way smarter than any mobile device
更加简单易用
has ever been and super easy to use.
它功能如此强大
It was so powerful.
1969年NASA的计算机
It had more computer power than
谷川道雄
纽约城市学院 理论物理学家
足以把人类送上月球
all of NASA in 1969
却也比不过iPhone
when they put two men on the moon!
试想 将NASA全部的运算能力握在手中
Imagine, having the entire computer power of NASA
那是怎样的感觉
right in your hand.
就连以狂妄著称的乔布斯
Even the famously immodest Jobs
也没有预料到
can't predict how transformative
这款新产品会带来如此神奇的变革
his new piece of techno wizardry will be.
我觉得iPhone可能会改变整个手机产业
I think the iPhone may really change the whole phone industry.
从某种意义上说 iPhone也改变了世界
The iPhone, in some sense, also changed the world.
它改变了一切
It changed everything.
我们可以实时转播抗议游行
This is about blogging protests in realtime.
随时随地知道你的祖母在做什么
This is about getting news about your grandmother in realtime.
通过手上的这个小小的设备
It's about seeing people you haven't seen
与多年未见的朋友重聚首
in years through a device that you're holding on to.
最重要的是 无论何时何地
And that's what's powerful about having something so connected
我们都能与人紧密相连
in such a really meaningful way at all times.
乔布斯事无巨细 全程参与iPhone开发
Jobs micromanages every step of the iPhone's development,
他否掉了不少设计原型
rejecting several prototypes.
你需要了解乔布斯这个人
The thing you have to understand about Jobs is that
他是这个世界上最极端的控制狂
he was the world's greatest control freak.
他对自己的团队要求很高 近乎苛刻
He pushes his team to the edge and beyond.
工程师把草稿拿给他看
Engineers come in and show him things
他会说 "不 我们不能这么做"
and he'll say, "No. We can't do that."
安迪·瑟威尔
《财富》杂志 执行编辑
"这行不通" 他们会说
"It doesn't work." They'd say,
"我们还有点技术难题没攻克"
"Well, we haveing a little problems making this do this and--"
"做好了再来见我"
"Don't come back until it works right."
iPhone奉行简洁美观的原则
The iPhone is infused with simplicity and beauty.
这是乔布斯设计理念的独到之处
The hallmarks of Jobs' design philosophy.
形式与功能完美结合
It's the perfect marriage of form and function.
它看起来很漂亮 迷人
It's beautiful, it's gorgeous,
辛迪·盖洛普
IfWeRanTheWorld 网站创始人兼CEO
每次我看到它
and every time I look at it,
拿在手里 触摸它的时候
every time I feel it, I touch it,
都感觉它是美妙绝伦的艺术品
it has enormous aesthetic reward.
而且它非常实用
And then it is enormously practical.
我孩子拿起iPhone 马上就知道怎么用
My kids can grab my iPhone and immediately know how to use it
图雷
微软全国广播公司撰稿人 文化评论员
他们只有两三岁而已
and my kids are 3 and 2.
iPhone最引人注目的地方
Perhaps the iPhone's biggest draw?
是它的触摸屏
The touch screen.
它完美地诠释了乔布斯的终身理念
It's the culmination of Jobs' life-long believe that the hand
即 手是最重要的人机互动工具
is the most important human interface with the computer.
我们将使用世界上最先进的指针设备
We're going to use the best pointing device in the world.
这种设备我们与生俱来
We're going to use a pointing device that we're all born with
每个人都有十个 那就是我们的手指
and we've got ten of them. We're gonna use our fingers.
就像魔法一样
It works like magic.
一直以来 史蒂夫对双手
Steve was always absolutely
有着极大的兴趣
incredibly interested in hands.
不管是站着开会还是坐着休息 有时候
In fact, he would stand in meetings and sometimes be
他会盯着自己的手看
sitting there looking at his hands.
鼠标是
The mouse is the beginning of
双手与数字信息进行交互的开端
using the hand to interact with digital information.
现在更进一步 变成了手指
So now it's down to a finger.
触摸屏并不是乔布斯发明的
Jobs didn't invent the touchscreen but once again,
但他再一次预见了新兴技术的巨大潜力
he recognizes an emerging technology as the future.
并将它展现给全世界
And brings it to the world.
最开始是鼠标
First it's the mouse.
接着便是iPod操控板
Second, was the click wheel.
现在我们带来了多点触控
And now we're going to bring multitouch to the market.
iPhone同时引入了"应用"这一概念
The iPhone also introduces the world to Apps,
即应用于生活各个方面的软件
software that can be designed for every niche of life
手指轻轻一碰便可运行
and launched with the touch of a finger.
是的 有这样一款应用
Yup, there's an app for that.
人们需要各种应用软件
People want to use applications.
它们让生活多姿多彩
It enriches our lives.
拓展了我们的能力
It expands our capabilities.
我们可以做更多的事情
We can reach out and do more things.
就像与音乐产业的合作一样
As with the music industry,
乔布斯强势的手腕迫使移动运营商
Jobs' skill is a relentless negotiator forces wireless companies
接受全新的经营模式
to adopt an entirely new business model.
他坚持全面控制着
He insists on maintaining total control of the design,
手机的设计 制造和销售环节
manufacturing and marketing of the phone
先搞定手机产业
and industry first.
反对他的人 最终都乖乖听话了
Those that resist, eventually fall into line.
你能想象吗
Can you imagine the confidence of this guy
他自信满满地告诉运营商
to walk into these cell phone companies,
乔·布朗
Gizmodo 网站总编辑
他们可是通讯产业的巨头
the biggest companies in telecommunications,
他说 从现在起 按我的方式经营
and he says so this is how you're going to start doing business now.
你能想象他的脑子里 都在考虑什么吗
Can you imagine what it's like to be in that person's head?
反正我不行
I can't.
这就是乔布斯的惊人之处
This is what was amazing about Jobs.
他确实有狂妄的资本
He really had some swagger.
iPhone的热潮蔓延到了全球
Demand for the iPhone goes global.
仅用了一年 就销售了1000万台
In just over a year, 10 million iPhones are sold,
追随者对其的狂热
inspiring a fanatic following
不亚于摇滚歌星和好莱坞明星
once reserved for rock stars and Hollywood celebrities.
我们是从日本过来买iPhone的
We came here from Japan to get new iPhone.
我离不了我的iPhone
I can't live without my iPhone,
有点可悲 但事实就是这样
which is, you know, sad but definitely true.
每次iPhone的新品发布会
Each introduction with the new iPhone with Jobs and
乔布斯穿着标志性的黑色高领毛衣
his signature black turtleneck,
牛仔裤和运动鞋登台
jeans and sneaker,
都是世界级的新闻
is a worldwide news event.
这是真的吗
And it's real now, isn't?
是的
It's real.
特别是当人们把Wi-fi关掉的时候
Especially when people turn their Wi-Fi stuff off.
他能带给你的刺激感
He generated the same kind of an excitement
与布鲁斯·斯普林斯汀演唱会不相上下
that you would get from the Bruce Springsteen concerts.
美国70年代以来大红大紫的摇滚乐巨星之一
他就有那种能力
He was in that groove
汤姆·布罗考
美国国家广播公司新闻网
很清楚观众是哪些人
and understood who his audience was.
iPhone则带来了更多的观众
The iPhone only expands that audience.
对于残疾人来说
For those with disabilities,
这是创造奇迹的设备
it's a miracle device.
我无法想象失去你 我的爱会怎样
*As I can't imagine love without you*
我点触屏幕的不同位置
It allowed me to touch the various places on the actual phone
史提夫·汪达
它会给我不同的反馈
and it will give you feedback
让你知道点中了什么
to know where you were.
我可以下载书籍
I was able to download books.
下载音乐
I was able to download music.
阅读短信
I was able to read text messages
发送短信
and send them here.
这是我儿子托米给我发的短信
Here's a text from my son Quami.
爸 我没来得及送你上飞机
Dad, I didn't get to see you before you took off.
我希望你在飞机上好好休息
I hope you got some rest on the plane and
放松一下
continue to get rest.
你的身体需要休息 我爱你
Your body deserves it. Love you.
我要回复他
So I just write him
大写K
Capital K.
大写O
Capital O.
大写I
Capital I.
您的信息是 我也爱你 :)
Your Message, I love you back, smiley.
看到千千万万的盲人和聋哑人
It was exciting to know that
还有许多身体残疾的人
millions of blind people and deaf people
都能很快熟悉iPhone的使用
and those with physical disabilities
这很令人激动
were able to do it instantly.
iPhone的强大功能以及其受喜爱程度
The massive power and unprecedented popularity of the iPhone
《时代周刊》
走进史蒂夫的Pad
让乔布斯从一个远见卓识的人
pushes Jobs from visionary
《财富》
史蒂夫·乔布斯 十年最佳CEO
成为绝世天才
to iGenius.
但不幸的是
But unfortunately,
这个看似攻无不克的人
the man who seems to have a solution for almost everything
却在健康问题上频频出现危机
is increasingly haunted by his most personal challenge.
我现在的肝脏来自一个二十多岁年轻人
I now have the liver of a mid 20's person
他不幸死于车祸
who died in a car crash
非常慷慨地捐献了他的器官
and was generous enough to donate their organs.
不是他的慷慨 我绝不能站在这里
And I wouldn't be here without such generosity.
我又站起来了
So I'm vertical.
回到了苹果公司
I'm back at Apple.
享受在这的每一天
Loving every day of it.
这确实鼓舞着他
It did inspire him.
使他工作更加发奋
It did motivate him to work more
提高产品创新的速度
and faster and create more things.
事实上 他最后的五六年
And in fact, his creative output
是他最多产的阶段
over the last five and six years is probably
最巅峰的时期
his greatest his most prolific period.
时日不多 但不能碌碌无为
Running out of time but not drive,
乔布斯又写下新的篇章
Jobs writes his next chapter
一部引人入胜的华章
and it's a page-turner!
史蒂夫·乔布斯
改变世界的力量
我们一直称史蒂夫·乔布斯为行业领袖
Okay, so we called Steve Jobs a guru a few times already.
让我们想想原因吧
Let's think about that.
人们为了这个人和他的公司
People can definitely go overboard about their enthusiasm
近乎疯癫
for the man and his company.
我承认 我也有点这样
And I admit, I'm partly guilty of that.
但那是乔布斯伟大计划的一部分
But that was also part of steve Jobs' grand plan.
这些年来
Over the years,
他创造了这个自给自足的生态系统
he created this self-contained ecosystem where
你的设备就是进入这个世界的钥匙
your device was your portal into this universe,
就像一枚会员徽章一样
like a badge of membership.
而整个世界的主宰者就是乔布斯
And the king of that universe was Joebs himself,
首席执行官兼摇滚明星
equal parts CEO and rock star.
诱人的产品 公司形象加人格魅力
The devices, the company, the man himself,
在商界 这是前无古人
the corporate world has never seen anything like it.
估计也后无来者了
And maybe never will again.
是不是感觉像拿到了圣杯
You are holding it like it's the Holy Grail.
是的
Yes.
对我而言 品牌的涵义很简单
To me, a brand is one simple thing.
那就是 信任
And that is, trust.
史蒂夫·乔布斯就是苹果公司
Steve Jobs was Apple.
而苹果公司也是史蒂夫·乔布斯
And Apple was Steve Jobs.
他坚信他比我们更懂得自己的需求
He trusted that he knew what we needed before we did.
他们如此诱人 你无法拒绝
They look so good you kind of want to lick them.
在华尔街上 有一些焦点小组
You know, on Wall Street they have focus groups where
他们让人们体验厂家的产品
they have people and they try to test out products and
然后人们要填写一张调查问卷
you have to fill out a questionnaire afterwards.
史蒂夫·乔布斯说 切 骗人的把戏
Steve Jobs says, bah humbug.
谷川道雄
纽约城市学院 理论物理学家
只需要把产品交给一个孩子
All you have to do is to take a product and give it to a kid
在两分钟之后
and in two minutes,
成功与否 即见分晓
you know whether it's a hit or a failure.
史蒂夫对苹果产品的激情与喜爱
Steve's passion and joy about all things Apple
使他成为了完美的表演家
made him a consummate showman.
快看发生了什么
Look what happens.
使他能不停地 大卖特卖
And enabled him to sell, sell, sell.
这就是世界发展的方向
This is where the world's going.
它就是如此小巧
This is how tiny it is.
苹果的狂热信徒不断增加
The cult of Apple was vine all of us.
他致力于将科技人性化
He was about humanizing technology
让其变得无与伦比地便捷
in a way that made it extraordinarily easy,
辛迪·盖洛普
IfWeRanTheWorld 网站创始人兼CEO
使操作变成一种享受和乐趣
intuitive and an absolute joy and pleasure to use.
一个品牌 做到这一点时
And when you do that, as a brand,
就能得到人们的喜爱
you make people love you.
因为他们会觉得你懂得他们的心思
Because they feel that you as a brand get them.
而你确实在创造某种
And you really are creating something
以他们的体验为中心的产品
to put them at the center of the experience.
就连广告也做得如此与众不同
Even the ads were designed to be iconic.
你好 我是Mac
Hello, I'm a Mac.
你好 我是个人电脑
Hello, I'm a PC.
苹果公司的计划很简单
Apple's plan was simple.
尘封个人电脑
Leave PCs in the dust.
在iPod和iPhone取得巨大的成功后
And if there was any doubt as to who that would happen,
还有谁质疑这一点的话
even after the megasuccess of the iPod and the iPhone,
乔布斯将施展帽子戏法
Jobs hit the trifecta
推出一款颠覆性的产品
with his next paradigm shifter.
一款神奇且具革命性的产品
A truly magical and revolutionary product.
iPad降临人间
The iPad.
这个产品将带来非凡体验
What this device does is extraordinary.
你可以用它浏览网页
You can browse the web with it.
它将带给你最棒的浏览体验
It's the best browsing experience you've ever had.
网页完整呈现 不同凡响
It's phenomenal to see a whole web page right in front of you.
不用再担心操作系统
No more worrying about operating systems.
应用程序帮你料理一切
Now, Apps do it all.
你其他的电子产品怎么办
And all those other electronic devices you had?
扔了吧
Recycle them.
从发布会上的介绍
The introduction of the rollout,
到人们对iPad的接纳 速度之快
the acceptance of the iPad has been one of the fastest
安迪·瑟威尔
《财富》杂志 执行编辑
在消费类电子产品史上名列前茅
of any consumer technology product in the history of mankind.
史蒂夫·乔布斯建立了一个生态系统
Steve Jobs had created an ecosystem,
在这里所有的苹果产品相互依赖
one in which all things Apple were interdependent.
一旦你通过某个苹果产品 进入这个世界
Once you enter the Apple world through one of its products
你就很可能无法自拔
you were likely to move right in.
所以这个系统的内容包括
So the ecosystem of content,
安迪·米勒
苹果公司移动广告部 前任副总裁
应用程序 书 音乐 电影
of Apps, of books, of music, of movies,
游戏 iTunes 还有应用商店
of games, the itunes, the App Store,
还有Mac商店
the Mac Store.
你可以用这些设备做很多事情
There's so many things you can do with these devices.
有一段时间
For a time,
苹果公司成为全球市值最高的公司
Apple became the planet's most valuable company.
苹果园区
苹果公司总部
甚至高于微软和因特尔市值之和
Bigger than Microsoft and Intel combined.
他曾被迫离开自己创立的公司
Vindication for someone who was once
这便是最好的回击
kicked out of his own company.
乔布斯专注
Steve Jobs was focused,
对人严厉 要求极高
intense, driven.
有人甚至说他很刻薄
Some even say, mean.
他不能忍受平庸
He could not tolerate mediocrity.
他有时候是很吓人的
He was intimidating at times.
非常令人头疼
Very nerve-wracking.
他的要求非常之多
He demanded a lot.
如果他认为你很努力 并且不是笨蛋
If he felt you were trying and you were not a bozo,
这个词也是他的口头禅
which was a big word of his,
他就会给你很多时间 培养你
he would give you a lot of time and attention.
伙计们 别拍了
Guys, we're done.
那这些苹果零售商店呢
And how about all the Apple retail stores?
令人无法抗拒的天堂
An irresistible haven
在那里 人们可以触摸和体验所有产品
where people can touch and feel everything
也可以到天才吧那里
and can even take a seat at the genius bar
解决他们的问题
to solve their problems.
短短十年间
In just over a decade,
苹果就在世界各地
there are more than 350 of these temples
建立了350多家这样的神殿
to Apple across the world.
我们不单销售产品
We're not just going to sell products.
我们将帮助我们的客户
We're going to help our customers and
帮助那些一直使用Windows
we're going to help customers using Windows,
这种劣等产品的客户
which is sort of inferior product,
升级到Mac系统
move up to a Mac and
我们会让大家知道 这是更好的选择
we'll show them how much better it is.
在他致胜的决心下
Under his competitive focus,
苹果的事业蒸蒸日上
Apple continued to flourish.
但史蒂夫·乔布斯却日益憔悴
But Steve Jobs was increasingly gaunt
身体每况愈下
and getting sicker.
但他仍是公司的中流砥柱
But he remained firmly at the head of his company.
我们想和你们分享一些激动人心的消息
We got some really exciting stuff to share with you.
在此之前
Before we do,
我想先说说这个
I just wanted to mention this.
关于我去世的报道实属夸大其词
新的危机降临了
New fear set in.
没有乔布斯的苹果还是苹果吗
Could Apple be Apple without him?
苹果的股价时不时得会下跌
Occasionally, the stock fell.
这证实了 他和公司已合为一体
Proof positive that he and his company were one.
但史蒂夫·乔布斯还继续规划着未来
But Steve Jobs continued to plan for the future.
你一生中的大部时间
Your work is going to fill
都会在工作中度过
a large part of your life
要想活得充实而精彩
and the only way to be truly satisfied
一定要实践自己坚信的事业
is to do what you believe is great work.
热爱你的工作 是成就事业的唯一途径
And the only way to do great work is to love what you do.
如果你还未找到
If you haven't found it yet,
那就继续寻找
keep looking.
不要轻易放弃
And don't settle.
你的心 你的直觉
As with all matters of the heart,
将引领你走向梦想
you'll know when you find it.
他带来的革命已席卷全球
His revolution, now fully set in motion,
乔布斯向世界发起了挑战
Jobs issues a challenge to the world.
史蒂夫·乔布斯
改变世界的力量
死亡很可能是生命最杰出的产物
Death is very likely the single-best invention of life.
它是生命变革的推动者
It's life's change agent.
老一代退出舞台 新一代徐徐登场
It clears out the old to make way for the new.
2005年 史蒂夫·乔布斯在斯坦福大学
When Steve Jobs gave the commencement address at
发表毕业典礼演说时
Stanford University in 2005,
他不得不怀疑 自己的梦想之路
he had to have suspected the ride
将在他设定的终点前 提前结束
was going to be over well before he would have liked.
一般而言 罹患胰腺癌的病人
In general, people diagnosed
都会在一年内去世
with pancreatic cancer die within a year.
史蒂夫·乔布斯却与病魔抗争了七年
Steve Jobs lived with the disease for seven years.
2011年八月
In August of 2011,
重病缠身的他已无法继续工作
too sick to continue his duties,
他辞去了在苹果的职务
he stepped down from Apple.
然而 六周之后
And then, six weeks to the day,
史蒂夫·乔布斯就去世了
Steve Jobs was gone.
世界各地陷入一片悲伤
And mourned across the globe.
整夜我都不能自已
*I'm underneath it all tonight.*
看窗外万家灯火
*Out my window there's a million lights.*
许多人与我心心相印
*Thousand hearts feeling just like me.*
天呐 这感觉简直胜似天堂
*Man, it feels like heaven out here in the street.*
史蒂夫·乔布斯已离我们而去
Steve Jobs, the man, is gone,
但他留下的一切 却是非比寻常
but what he left behind is so extraordinary.
特别是 他激励了那些
Particularly in inspiring
也许能成为下一个乔布斯的人
every other potential Steve Jobs out there.
卡米尔·苏克里于乔布斯发表演讲那年毕业
Camille Shukri was in the Stanford class addressed by Steve Jobs
原本她打算做一名企业白领
and was planning to find a job in the corporate world.
然而 她听到了那次演讲
But then, she heard that speech.
你的生命是有限的
Your time is limited,
所以不要浪费生命 去为别人而活
so don't waste it living someone else's life.
一切因此改变
And everything changed.
从18岁起
I had been
我就一直在非盈利组织里做志愿者
volunteering for nonprofits, you know, since I was 18.
我想 也许我可以把我拥有的
And I thought, what if I could put together
这三样东西融合在一起
these three things I have.
商科学历的背景
Which is a business background,
对科技的热爱和行善乐施的爱心
a love for technology and this want to do good.
卡米尔付诸行动
Camille took action.
创立了一个名为"赋权"的非盈利组织
Co-founding a nonprofit called "Empowering"
她说是史蒂夫·乔布斯鼓励了她
She says Steve Jobs inspired
开创自己的事业
her to carve her own path.
求知若饥 虚怀若愚
Stay hungry. Stay foolish.
有无数人
It's impossible
直接或间接地受到他的深刻影响
to ask that how many people he deeply influenced directly or indirectly.
世界因你而改变
但有一点却毫无疑问
But it's certain that
史蒂夫·乔布斯连锁效应
the Steve Jobs ripple effect
在某种程度上会永远延续下去
will continue in some degree, forever.
他没有发明电脑
He didn't invent the computer
便携式音乐播放器 抑或是智能手机
or the portable music player or the smartphone.
但史蒂夫·乔布斯的确改变了我们的想法
But Steve Jobs sure transformed our thinking from
从"我真的需要它吗"
do I really need this?
到"我已经离不开它了"
To -- I can't live without it.
我们将会缅怀他
His absence will be felt and
而且我们都将受益于他的遗产
we'll all benefit from his legacy.
史蒂夫·乔布斯的离去对我们而言
I think the Steve Jobs we lost more than
不单是失去了一个朋友和创新者
just a friend and innovator.
我们失去的是一台引擎
We lost the person who was the engine,
一台发动了此次革命的引擎
the engine of this revolution
一位将其赋予人性的伟人
and a person who personified it.
他是位领袖
He was the face.
五百年后 人们会谈起
500 years from now people will talk
个人电脑的诞生
about the introduction of personal computers
及其带来的影响
and all that came with them
如何从各方面改变了这个世界
and how it changed the world in every way.
史蒂夫绝对是人们首先想到的
And Steve was at the forefront of it.
他一生澹泊明志 宁静致远
He never really kind of went out there like he wanted fame,
从不争名逐利
he wanted money or anything like that.
他只想要制造优秀的产品
He just wanted to make good products.
我想每当你
I think every time you hear
听到电话或iPad上的提示音
that little thing on your phone or your iPad,
你就会想起他
you remember him.
他激励了成千上万的人
He has inspired millions and millions of people.
苹果拥有一支非常出色的团队
They got a really good team at Apple,
但是史蒂夫本人的激情和活力
but Steve, himself, that passion and energy,
那种重整旗鼓并东山再起的能力
that ability to rally the troops and
是无人能取代的
make it happen will never be replaced.
没错 一个人真的可以改变世界
It's true. One person can really change the world.
只是这种事实在太罕见了
And we just -- you just don't see that very often.
有人曾说过 遵循前人走过的道路
Somebody once said to follow the path others have laid before you
才是正确合理的选择
is a reasonable course of action.
但人类的进步都得益于那些不寻常的人
And therefore, all human progress is made by unreasonable men.
史蒂夫·乔布斯就是其中之一
Well, Steve Jobs was an unreasonable man.
小羽iApple iGhost
iTanK 阳仔是索饭
iStefan iMogu
iBear 大鸭梨
翻译:
希望他的这段传奇人生能激励你
Hopefully, our little journey into his life will inspire you
去走不寻常的道路
to go out and be unreasonable as well.
iYa 爱果临风 月月
怡纸爱陈萌萌
雨际想调戏Siri
时间轴:
校对:
正如他自己说的
As the man himself said
求知若饥 虚怀若愚
Stay hungry. Stay foolish.
i丢phone
后期:
总监:
月月立志进Apple
我最后说一句
And one more thing...
谢谢你 史蒂夫
Thanks Steve!
