1997-09-23 Steve Jobs.Introduced the “Think Different”.
Speech to Apple Employees
对苹果员工的讲话
“We believe that people with passion can change the world for the better.”
“我们相信，有激情的人可以让世界变得更好。”
Steve introduced the “Think Different” advertising campaign to a small group of Apple employees on September 23, 1997. The ad would go on to win an Emmy Award for Outstanding Commercial.
史蒂夫于 1997 年 9 月 23 日向一小群苹果员工介绍了“Think Different”的广告活动。该广告后来获得了艾美奖杰出商业广告奖。
Howdy. Good morning. We were up till three o’clock last night finishing this advertising, and I want to show it to you in a minute—see what you think of it.
你好。早上好。我们昨晚熬夜到三点才完成这个广告，我想一会儿给你们看一下——看看你们觉得怎么样。
I’ve been back about eight to ten weeks, and we’ve been working really hard. What we’re trying to do is not something really highfalutin. We’re trying to get back to the basics. We’re trying to get back to the basics of great products, great marketing, and great distribution. I think that Apple has pockets of greatness but in some ways has drifted away from doing the basics really well.
我回来了大约八到十周，我们一直在努力工作。我们想做的并不是一些高大上的事情，我们想回归基础。我们正在努力回归那些基本要素：优秀的产品、优秀的营销和优秀的分销。我认为苹果有一些优秀的地方，但在某些方面已经偏离了做好基础的方向。
聪明人的思维方式都是一样的，参考：《2025-11-26 Ilya Sutskever.We're moving from the age of scaling to the age of research》。
You kind of ask yourself, is something fundamental or not fundamental? How things should be.
你会不断地问自己：什么东西是“基本的”、是“底层”的，什么不是？事物“应该是怎样的”？
We started with the product line. We looked at the product road map, going out for a few years, and we said, “A lot of this doesn’t make sense, and it’s way too much stuff, and there’s not enough focus.” We actually got rid of 70 percent of the stuff on the product road map. I couldn’t even figure out the damn product line after a few weeks. I kept saying, “What is this model? How does this fit?”
我们从产品线入手，审视了未来几年的产品路线图，然后发现，“这里面有很多东西不合理，而且太多了，缺乏重点。”实际上，我们砍掉了路线图上70%的内容。在几周之后，我甚至都弄不清楚产品线了。我不断问自己，“这个型号是什么？它在整个产品线中有什么作用？”
I started talking to customers, and they couldn’t figure it out either.
我开始和客户交谈，他们也搞不清楚。
You’re going to see the product line get much simpler, and you’re going to see the product line get much better. There’s some new stuff coming out that’s incredibly nice. In addition, we’ve been able to focus a lot more on the 30 percent of the gems and add some new stuff in that is going to take us in some whole new directions. So we are incredibly excited about the products. I think we’re really thinking differently about the kinds of products we have to build. The engineering team is incredibly excited. I mean, I came out of the meeting with people that had just gotten their projects canceled, and they were three feet off the ground with excitement ’cause they finally understood where in the heck we were going, and they were really excited about the strategy.
你会看到产品线变得简单得多，同时也会看到产品线变得更好。有一些新产品即将推出，非常出色。此外，我们能够更多地关注那 30%的宝石，并添加一些新内容，这将带我们走向全新的方向。因此，我们对这些产品感到无比兴奋。我认为我们真的在重新思考我们需要构建的产品种类。工程团队也非常兴奋。我是说，我刚从一个会议出来，会议上有些人刚刚被取消了项目，但他们兴奋得像离地三尺，因为他们终于明白我们到底要去哪里，他们对这个战略感到非常兴奋。
In the same way we, I think, have not been as … we have not kept up with innovations in our distribution. I’ll give you an example. I’m sure it was talked about this morning, but we’ve got anywhere from two to three months of inventory in our manufacturing supplier pipeline, and about an equal amount in our distribution channel pipeline. We’re having to make guesses four or five, six months in advance, about what the customer wants.
我认为我们在分销方面没有跟上创新。我给你举个例子。我相信今天早上已经讨论过这个问题，但我们在制造供应商的供应链中有两到三个月的库存，在我们的分销渠道中也差不多。我们不得不提前四、五、六个月猜测客户的需求。
We’re not smart enough to do that. I don’t think Einstein’s smart enough to do that. So what we’re going to do is get really simple and start taking inventory out of those pipelines so we can let the customer tell us what they want, and we can respond to it super fast. You’re going to see us be doing a lot of things like that. Today is just the first of many things we’re going to be doing with you.
我们没有那么聪明，我认为即使是爱因斯坦也做不到。所以我们要做的就是简化流程，从那些渠道中清理库存，这样我们就可以让客户告诉我们他们想要什么，并能够快速回应。你会看到我们在这方面做很多类似的事情。今天只是我们将要和你们一起做的众多事情中的第一步。
We’re going to be not only, I think, catching up to where the best of the best are in distribution, but we’re going to actually be innovating and be breaking some new ground, I think, in the coming several months. I’m pretty excited about that as well, in the distribution manufacturing side of things.
我们不仅会赶上分销领域的佼佼者，我认为我们还会在接下来的几个月里进行创新，开辟一些新领域。我对此感到非常兴奋，尤其是在分销制造方面。
That gets us to the marketing side of things.
这让我们进入了市场营销的方面。
To me, marketing is about values. This is a very complicated world. It’s a very noisy world, and we’re not gonna get a chance to get people to remember much about us. No company is.
对我来说，marketing 讲的是价值观。这是一个非常复杂的世界。这个世界非常嘈杂，我们没有机会让人们记住我们太多。没有哪家公司能做到。
1年前划的重点是下一句，Attention Is All You Need，最好是高度压缩、简单优雅又到处适用的价值观。
And so we have to be really clear on what we want them to know about us. Now, Apple, fortunately, is one of the half-a-dozen best brands in the whole world—right up there with Nike, Disney, Coke, Sony. It is one of the greats of the greats, not just in this country but all around the globe.
因此，我们必须清楚我们希望他们了解我们的哪些信息。幸运的是，苹果是全球六大最佳品牌之一——与耐克、迪士尼、可口可乐、索尼齐名。它是伟大品牌中的伟大品牌，不仅在这个国家，在全球范围内都是如此。
贝佐斯在一个备忘录中列了一个相似的表，事实上对自己有怀疑不等于能想明白，已经在错误的路径上走了很远，最好的方式不是成为乔布斯，参考：《2011 Amazon.The Everything Store-Amazon.Love》。
Some big companies develop ardent fan bases, are widely loved by their customers, and are even perceived as cool,’ he wrote. For different reasons, in different ways and to different degrees, companies like Apple, Nike, Disney, Google, Whole Foods, Costco and even UPS strike me as examples of large companies that are well- liked by their customers.”
“有些大公司拥有狂热粉丝群体，深受顾客喜爱，甚至被认为很酷，”他写道，“基于不同的原因、以不同的方式、在不同程度上，像苹果、耐克、迪士尼、谷歌、Whole Foods、好市多，甚至UPS，都是客户普遍喜欢的大型企业。”
On the other end of spectrum, he added, companies like Walmart, Microsoft, Goldman Sachs, and ExxonMobil tended to be feared.
在光谱的另一端，他补充道，沃尔玛、微软、高盛和埃克森美孚这类公司往往令人畏惧。
But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back. The way to do that is not to talk about speeds and feeds. It’s not to talk about MIPS and megahertz. It’s not to talk about why we are better than Windows. The dairy industry tried for twenty years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were going like this [hand mimics a line running down and to the right]. And then they tried “Got Milk?” and the sales started going like this [hand goes up and to the right]. “Got Milk?” doesn’t even talk about the product! As a matter of fact, the focus is on the absence of the product.
即使是一个伟大的品牌，如果想保持其相关性和活力，也需要投资和关注。而在过去几年里，苹果品牌显然在这方面被忽视了。我们需要将它重新带回正轨。要做到这一点，不是通过谈论速度和性能参数，不是通过讨论MIPS和兆赫兹，也不是通过说我们为什么比Windows更好。乳制品行业用了二十年的时间试图说服你牛奶对你有好处。这是个谎言，但他们还是努力了。然而，销售额却在持续下滑【手势模拟出一条向右下方倾斜的线】。然后他们推出了“Got Milk?”的广告，销售额开始上升【手势模拟出一条向右上方倾斜的线】。“Got Milk?”广告甚至没有谈论产品！事实上，广告的重点在于产品的缺失。
雷军，以及一帮跟相似的都喜欢做的事，喜欢这么做是因为没有更好的想法，换一种说法，没有正确价值观的指引，公司所强调的这些偏离正确方向的说辞等同于错误激励，总有一天把路走偏了，参考：《I.H.183.Warren Buffett.Wrong Incentives》。
But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember: Nike sells a commodity! They sell shoes! And yet when you think of Nike, you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the products. They don’t ever tell you about their air soles, and why they are better than Reebok’s air soles. What does Nike do in their advertising? They honor great athletes, and they honor great athletics. That’s who they are. That’s what they are about.
但所有例子中最好的一个，也是宇宙中最伟大的营销工作之一，就是耐克。记住：耐克销售的是商品！他们卖鞋子！然而，当你想到耐克时，你感受到的却与鞋公司不同。在他们的广告中，正如你所知道的，他们从不谈论产品。他们从不告诉你他们的气垫鞋底，以及为什么它们比锐步的气垫鞋底更好。耐克在广告中做什么？他们尊敬伟大的运动员，尊敬伟大的体育精神。这就是他们。这就是他们所代表的。
Apple spends a fortune on advertising. You’d never know it. You’d never know it.
苹果在广告上花费了巨额资金。你永远不会知道。你永远不会知道。
So when I got here, Apple had just fired their agency, and there was a competition with twenty-three agencies, and, you know, four years from now, we would pick one. We blew that up, and we hired Chiat/Day, the ad agency I was fortunate enough to work with several years ago. We created some award-winning work, including the commercial voted the best ad ever made, “1984,” by advertising professionals.
当我来到这里时，苹果刚刚解雇了他们的广告代理机构，并与二十三家代理机构展开竞争，你知道，可能要四年后我们才会选出一个代理。我们打破了这种局面，重新聘用了Chiat/Day广告公司，这家广告公司是我几年前有幸合作过的。我们一起创造了一些屡获殊荣的作品，包括被广告业界人士评为史上最佳广告的“1984”商业广告。
We started working about eight weeks ago. The question we asked was, “Our customers want to know: Who is Apple, and what is it that we stand for? Where do we fit in this world?”
我们大约八周前开始工作。我们问的问题是：“我们的客户想知道：苹果是谁，我们代表什么？我们在这个世界中处于什么位置？”
And what we’re about isn’t making boxes for people to get their jobs done, although we do that well. We do that better than almost anybody, in some cases.
我们所追求的并不仅仅是制造让人们完成工作的盒子，尽管我们做得很好。在某些情况下，我们做得比几乎任何人都要好。
But Apple is about something more than that. Apple, at the core—its core value—is that we believe that people with passion can change the world for the better. That’s what we believe.
但苹果的意义不仅仅如此。苹果的核心——其核心价值——是我们相信有激情的人可以让世界变得更好。这就是我们的信念。
Make something wonderful，Put Something Back。
And we’ve had the opportunity to work with people like that. We’ve had the opportunity to work with people like you, with software developers, with customers, who have done it—in some big and some small ways.
我们有机会与这样的人合作。我们有机会与像您这样的软件开发人员、客户合作，他们在某些大大小小的方面都做到了。
And we believe that in this world, people can change it for the better. And that those people that are crazy enough to think that they can change the world are the ones that actually do.
我们相信，在这个世界上，人们可以使其变得更好。而那些疯狂到认为自己能够改变世界的人，正是那些真正做到的人。
And so, what we’re going to do, in our first brand-marketing campaign in several years, is to get back to that core value. A lot of things have changed. The market is a totally different place than it was a decade ago. And Apple’s totally different, and Apple’s place in it is totally different. And believe me: the products, and the distribution strategy, and manufacturing are totally different—and we understand that. But values and core values: those things shouldn’t change. The things that Apple believed in at its core are the same things that Apple really stands for today. And so we wanted to find a way to communicate this. And what we have is something that I am very moved by. It honors those people who have changed the world. Some of them are living. Some of them are not. But the ones that aren’t, as you’ll see, you know that if they ever used a computer, it would have been a Mac.
因此，我们在几年内第一次品牌营销活动中要做的，就是回归那个核心价值。很多事情都发生了变化。市场与十年前完全不同。苹果也完全不同，苹果在其中的位置也完全不同。相信我：产品、分销策略和制造都是完全不同的——我们对此有清晰的认识。但价值观和核心价值观：这些东西不应该改变。苹果在其核心信仰的东西，正是今天苹果真正代表的东西。因此，我们想找到一种方式来传达这一点。而我们所拥有的，是让我非常感动的东西。它向那些改变世界的人致敬。其中一些人还在世，一些人则不在。但那些不在的人，正如你将看到的，你知道如果他们曾经使用过电脑，那一定是 Mac。
And the theme of the campaign is “Think Different.” It’s honoring the people who think different and who move this world forward. It is what we are about. It touches the soul of this company.
这次活动的主题是“Think Different.”。它在向那些与众不同、推动世界前进的人致敬。这就是我们的宗旨。这触动了公司的灵魂。
So I’m going to go ahead and roll it, and I hope that you feel the same way about it that I do.
所以我将继续进行，希望你们对它的感觉和我一样。
[Steve runs the video.] 史蒂夫播放视频。
“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.”
“致那些疯狂的人。那些不合群的人。那些叛逆者。那些麻烦制造者。那些圆形的钉子在方形的孔里。那些以不同方式看待事物的人。他们不喜欢规则。并且对现状毫无尊重。你可以引用他们，反对他们，赞美或诋毁他们。唯一不能做的就是忽视他们。因为他们改变了事物。他们推动了人类的进步。虽然有些人可能把他们视为疯狂的人，但我们看到的是天才。因为那些疯狂到认为自己可以改变世界的人，正是那些真正做到的人。”
[Music]
[音乐]
[Applause]
[掌声]
Steve Jobs: So that puts it out there.
Steve Jobs：所以，这就把我们的态度摆在那儿了。
That puts us out there saying, this is who we are. This is what we stand for. I don't know, do you like it? Yeah? Good.
它把我们摆在公众面前，说的就是：这就是我们是谁，这就是我们所坚持的东西。我也不知道，你们喜欢吗？嗯？喜欢？那就太好了。
[Applause]
[掌声]
I know that some people will criticize us for not talking about all those things about why we have better plug and play. But we've got to let people know who Apple is and why it's still relevant in this world. And I think this will do a pretty good job. We are breaking this campaign this Sunday in a rather poetic way. The Wonderful World of Disney is restarting on ABC. And the first thing they're showing this Sunday night, I believe it's at 7 o'clock, is the network premiere of Toy Story. And we
我知道会有人批评我们，说我们为什么不去讲那些“为什么我们的即插即用更好”之类的东西。但我们必须先让人们知道 Apple 是谁，以及为什么 Apple 在这个世界上依然有意义。我认为这个 campaign 会把这一点做得相当不错。本周日我们会用一种很“诗意”的方式正式推出这次活动。The Wonderful World of Disney 将在 ABC 复播。而本周日晚上他们播出的第一部节目——我记得是七点——是 Toy Story 的电视网首播。而我们——
文化锁死了很多东西，参考：《1997-05-05 Berkshire Hathaway Annual Meeting》。
And they built a lot of bottling plants to take care of that. That sort of positioning can be incredible. It seems to work especially well for American products. I mean, people want certain types of American products worldwide, you know, our music, our moves, our soft drinks, our fast food. You can’t imagine, at least I can’t, a French firm or a German firm or a Japanese firm having that — selling 47 or 48 percent of the world’s soft drinks. I mean, it just doesn’t happen that way. It’s part of something you could broadly call an American culture. And the world hungers for it. And Kodak, for example, probably does not have quite the same — and George Fisher’s doing a great job with the company. This goes back before that. But Kodak probably does not have the same place in people’s mind worldwide quite as it had 20 years ago. I mean, people didn’t think of Fuji in those days, we’ll say, as being in quite the same place. And, then, Fuji took the Olympics, as I remember, in Los Angeles.
他们为此建了许多装瓶厂。这种“占位”能力是惊人的。它似乎对美国产品格外有效。我的意思是，全世界的人都想要某些美国产品：我们的音乐、电影、软饮、快餐。你很难想象，至少我无法想象，一家法国、德国或日本公司能做到那样——卖出全球 47% 或 48% 的软饮。这种事并不是那样发生的。这是你可以笼统称为美国文化的一部分，而全世界对此“饥渴”。再比如 Kodak，也许如今在全球消费者心中的地位，已经不完全等同于 20 年前了——且先不说 George Fisher 把公司带得很好，那些变化发生在他之前。换句话说，人们在当年并不把 Fuji 视为与 Kodak 地位相当的品牌。随后，Fuji（据我记得）在 Los Angeles 的 Olympics 上拿下了赞助。
[Applause]
[掌声]
We're going to have two 60-second spots. This commercial will run twice, once in the first hour and once in the second hour. We are then going to break some newspaper ads in the Journal, the Times, the Mercury, the Examiner, USA Today, really stating the manifesto, the words. And then I'm going to show you what's going to break within two weeks.
我们会在里面投两支 60 秒的广告。这支 commercial 会播两次：第一小时一次，第二小时一次。接着我们会在 Journal、the Times、the Mercury、the Examiner、USA Today 上登一些报纸广告，把这篇“宣言”、这些文字真正完整地呈现出来。然后，我会给你们看一下接下来两周内要推出的东西。
We've got some phenomenal print. This ad will run throughout most of October on television. And we're breaking some phenomenal print within a few weeks, mostly on the back covers of magazines, some on the inside. We've got some incredible billboards.
我们做了一些非常出色的平面广告。这支电视广告会在整个十月的大部分时间里持续播放。同时，在接下来几周内，我们会推出一批非常棒的印刷品，大多会放在杂志的封底位置，也有一些放在内页。我们还准备了一些令人惊艳的 billboards（巨幅户外广告牌）。
And we're even painting some giant walls in about five or six major cities. Before I show you this stuff, I want to let you know that in this day and age, to use any of these people, whether alive or dead, you need major permission from either themselves, if they're alive, or their estates
representatives if they're dead. Almost all of these people have never appeared in an advertisement before and never would until we asked them.
我们甚至会在大约五到六个大城市里，把一些巨大的墙面整个涂成我们的广告。在给你们看这些东西之前，我想先说明一点：在今天这个时代，要在广告中使用这些人物——无论他们是在世还是已经去世——你都需要获得非常正式的许可：活着的要得到他们本人的同意，已经去世的要得到他们遗产管理方代表的同意。几乎所有这些人以前从未出现在任何广告里，也从来不会考虑这么做，直到我们去找他们。
I mean, I got permission from Yoko Ono a few days ago to use John. And it's been an incredibly moving experience for me that these people, both living and dead, their estates, have felt so strongly about Apple that they were willing to let us do this. I don't think there is another company on earth that could have done this campaign. And that, to me, is something very special. So I got a videotape here of some of the print and the outdoor stuff.
举个例子，我几天前刚刚从 Yoko Ono 那里拿到许可，可以使用 John 的形象。对我个人来说，这个过程非常打动人——这些人物，无论是在世的，还是已经去世的，他们或者他们的 estates，如此强烈地认同 Apple，愿意让我们这样使用他们。我不认为地球上还有第二家公司能做成这样一场 campaign。而这对我而言，意义非常特别。所以我这儿有一盘录像带，里面是一些 print 和 outdoor 的东西。
And if we could just run that, I want you to get a feel for that. This is an example of a print ad you might see in the back of the magazine. This was an image owned by Time Warner that they've never released before. Martha Graham. Thomas Edison. Alfred Hitchcock. You can't see it on the video, but these images are just stunning. Look at this. Outdoor Muhammad Ali.
如果我们现在可以放一下，我想让你们先感受一下。这个是一个 print 的例子，你们可能会在杂志封底看到它。这张图片的版权在 Time Warner 手里，他们之前从未公开过。Martha Graham，Thomas Edison，Alfred Hitchcock。你们在视频上不一定看得很清楚，但这些图片本身真是惊人的漂亮，再看这个——outdoor 的 Muhammad Ali。
[Applause]
[掌声]
All this stuff is going up in the next two weeks. You know who that is? Rosa Parks. There'll be five buses running around five major cities like that. So that's what we're doing.
所有这些东西都会在接下来两周内上线。你知道那是谁吗？Rosa Parks。会有五辆这样的公交车开在五个大城市的街头。所以这就是我们要做的事情。
[Applause]
[掌声]
We've been working pretty hard to wrap this up the last few days and nights, but it's the best work I've seen in an awful long time. I think it's the best work Apple's ever done. Now, advertising is not everything. And we've got some incredibly exciting product announcements coming up soon. Some incredibly exciting things in general are going to be happening over the next 90 to 120 days.
在过去这几天几夜里，我们一直非常拼命地把这件事收尾。但这是我许久以来见过的、最好的作品。我甚至觉得，这是 Apple 有史以来做得最好的东西。当然，广告不是一切。我们很快还会有一些令人无比兴奋的产品发布。在接下来 90 到 120 天里，总体上会有一连串极其激动人心的事情发生。
And I really deeply appreciate all of the commitment that's in this room and with the people not in this room to turning this company around. This company is absolutely going to turn around. As a matter of fact, I think the question now is not, can we turn around Apple? I think that's the booby prize. I think it's, can we make Apple really great again? So thank you for your time.
我真心非常感激在座各位，以及那些不在现场的人，为扭转这家公司所付出的全部承诺和努力。这家公司绝对会被扭转过来。事实上，我觉得现在真正的问题已经不再是“我们能不能让 Apple 起死回生”，那种问题顶多算个安慰奖，只是个安慰奖而已。真正的问题是：我们能不能让 Apple 再一次真正伟大起来？所以，非常感谢你们的时间。
[Applause]
[掌声]
Lee Clow: Hi, everybody. Most of you have heard the news. We are working for Apple Computer again. It's an amazingly fun opportunity to work with Steve Jobs, who founded this company. And I think he's on a mission from God to prove that the people that took the company away from him didn't get it and made mistakes. And now that he's back, I think he'd like nothing more than to make Apple into one of those most talked about brands in the world again and it's the reason I'm so excited about being able to do this as well.
Lee Clow：大家好。你们大多数人应该已经听到这个消息了，我们又重新开始为 Apple Computer 工作了。能再次和创立这家公司的 Steve Jobs 合作，是一件非常有趣、也非常难得的事情。在我看来，他简直像是带着“来自上帝的使命”回来，想要证明那些把公司从他手里拿走的人根本不懂这家公司，在过去做错了很多决定。而如今他回来了，我觉得他最想做的事情，就是再一次把 Apple 变成这个世界上被谈论最多的品牌之一——这也是我对这份工作如此兴奋的原因。
They started talking about having a review at Apple and we basically decided not to participate when it was the marketing team that had been handling Apple for the last year or two because basically I felt like they were desperate and didn't know what they were doing and it would have been booking passage on the Titanic. But I think Steve Jobs is one of the most amazing people I've ever worked with and has a real chance of making this brand famous and great again. And in that regard, I think we're going to have a real good opportunity to not only capture and articulate what Apple the brand and the products are in America, but I think that it would make very good sense for them to use TBWA all over the world to articulate the brand the persona of the brand and and I think it will go a long way for our company in terms of taking one of those beautiful symbols, you know, a striped apple, and making it important and famous everywhere in the world.
他们一开始在谈要在 Apple 做一次 agency review，当时负责 Apple 的是过去一两年一直在操盘的那支 marketing 团队，在那个阶段我们基本上选择不参加。因为在我看来，他们已经非常绝望、完全不知道自己在干什么，参与进去简直就像是订了 Titanic 的船票一样。但我认为，Steve Jobs 是我职业生涯中合作过的最了不起的人之一，他真的有机会让这个品牌再次变得既有名又伟大。从这个角度说，我觉得我们会迎来一个非常好的机会，不仅能够在美国去捕捉并清晰表达 Apple 这个品牌及其产品的内涵，而且我认为，让他们在全球范围内都使用 TBWA 来塑造和传达这个品牌、这个品牌的角色，是非常有意义的。对我们公司来说，这也会走出非常重要的一步——把那只漂亮的符号，你知道的，那只带彩色条纹的苹果，变成在全世界都重要、都家喻户晓的标志。
So, I'm making this tape for offices in many parts of the world to understand what we, so far, have talked to Apple about, so that you can have a leg up when you meet with whoever is... are the representatives of Apple in... in Europe, South Africa, Asia, Australia, wherever. I think we have zeroed in on a way of thinking about Apple that, one, is true to the company and true to the spirit of what Steve Jobs intended when he created Apple, and also one that I think will translate well into a lot of different cultures.
所以，我录这盘带子，是给世界各地的办公室看的，让大家了解目前为止我们和 Apple 讨论了些什么，这样当你们在欧洲、南非、亚洲、澳大利亚，或任何地方，去见当地的 Apple 代表时，能够先占一点先机。我认为，我们已经聚焦出一套关于 Apple 的思考方式：第一，它忠实于这家公司本身，也忠实于当年 Steve Jobs 创立 Apple 时所赋予它的精神；第二，我相信这套思路能够很好地被翻译并适配到许多不同的文化当中。
When Steve started Apple, his vision was that a computer should be a tool that helps you think, that helps you create, that helps you imagine things and do things. He referred to it as a bicycle for your mind. Today, with the proliferation of PCs and Windows, It's becoming a very, you know, the reality is that it's in every office place as a tool, but it's much more of a glorified typewriter, adding machine, information system than a tool to help you think and imagine and be creative.
当 Steve 创办 Apple 时，他的愿景是：computer 应该是一件工具，能帮助你思考，帮助你创造，帮助你去想象、去做事情。他把它称作“你大脑的自行车”（a bicycle for your mind）。而今天，随着 PCs 和 Windows 的遍地开花，现实情况变成：它虽说已经作为一种工具出现在每一个办公室里，但本质上更像是一台被美化了的打字机、加法机、信息系统，而不是一件真正帮助你思考、想象和发挥创造力的工具。
现在实现这个愿景的是OpenAI，一批主要来自Google的人，既不是苹果也不是Google。
Where Macintosh, from its beginning, And Apple from its beginning was always dedicated to making tools that did much more than just allowed you to manipulate information. So I think the idea for Apple in the future is to dedicate itself to the creative people, to the thinkers, to the idea people in business, in the arts, in graphic design, in film making, dedicate the brand to those creative thinkers who would like to have a tool that, in its way of interfacing with you, allowed you to be better than you would be without the tool, but was not something that complicated your life.
而 Macintosh 从一开始，以及 Apple 从一开始，就一直致力于打造那种远远不止“让你处理信息”这么简单的工具。所以我认为，Apple 未来的理念，是要把自己献给那些有创造力的人、那些思想者、那些“idea people”——不管他们是在 business、在 arts、在 graphic design 还是在 film making 领域——要把这个品牌献给那些创造型思考者。他们希望拥有一件工具，在和他们交互的方式上，能够让他们的表现比没有这件工具时更好，而这件工具本身不会把他们的生活搞得更复杂。
So, Apple has a real place to live. Macintosh has a real place to live as a tool that creative people use. Creative people, at least in this country, swear by Macintosh. The graphic designers, the filmmakers, the editors, the website designers, the video game designers, and even the creative business people who create presentations and try and represent their thinking graphically, truly believe in Macintosh and Apple the machine.
所以，Apple 是有一个真正可以安身立命的位置的。Macintosh 也有一个真正的定位——作为创造型人群使用的工具。至少在这个国家，creative people 是“发誓”拥护 Macintosh 的。那些 graphic designers、filmmakers、editors、website designers、video game designers，甚至那些制作演示文稿、尝试用图像表达自己思考的 creative business people，都由衷地相信 Macintosh，相信 Apple 这台 machine。
And there's some pretty amazing, famous people who swear by Macintosh and swear by Apple and believe it's a tool that they desperately need. But in America, the first job we have to do is to get people to believe again in Apple that it's that great company, and the tools are those great tools that the company was founded on. And again, in this country, to convince people that they are not going out of business, and they are not going to stop making Macintosh, but in fact, they are going to find themselves again, and find their soul, and find their center, is the first job of advertising. To go out and celebrate the notion that Apple understands why they're in business, who they make these tools for, and celebrate the creativity of the people who basically love the machines.
而且，还有一些非常了不起、非常有名的人，同样是 Macintosh 和 Apple 的“死忠”，他们坚信这是自己离不开的工具。但在美国，我们首先要做的，是让人们重新相信 Apple——相信它依然是那家伟大的公司，相信这些工具依然是当初支撑公司诞生的那些伟大工具。同时，在这个国家，我们还必须让人们相信：Apple 不会倒闭，不会停止生产 Macintosh；相反，他们会重新找回自己，找回他们的 soul，找回他们的 center——这才是 advertising 的第一要务。要走出去，去“celebrate”这样一个观念：Apple 明白自己为什么存在，明白这些工具是为谁而做，并且去赞颂那些基本上爱这些 machines、用它们来发挥创造力的人。
Therefore, the positioning for the Apple brand, as we articulate, is tools for creative minds. And that kind of leaves wide open where they might go in the future in terms of what kind of tools they're going to create for these creative minds that want to use Macintosh today, whether it's a new operating system or whether it's better software, whatever it is in the future, if Apple can stay focused and dedicated to the more creative thinkers in our society, it's a beautiful and wonderful and special niche.
因此，我们给 Apple brand 所做的定位，就是“tools for creative minds”（为创造性思维服务的工具）。而这样的定位，在未来也为他们留下了很大的想象空间——在“要为今天使用 Macintosh 的这些 creative minds 打造什么样的工具”这件事上，无论是一个全新的 operating system，还是更好的 software，只要在未来 Apple 能持续专注、持续致力于服务这个社会里的创造型思考者，那就是一个美丽的、精彩的、与众不同的小众市场。
Because if you can own that, Who wouldn't want to see themselves as a creative thinker as opposed to just a worker? So I would like to think that it's a huge niche as opposed to a small niche for the Apple brand to occupy. Creative people, idea people, have a Macintosh sitting on their desk or carry a PowerBook in their briefcase or on airplanes with them.
因为如果你能真正“own”这个位置——谁会不想把自己看成一个 creative thinker，而只是一个“worker”呢？所以我更愿意把它看作是一个巨大的小众市场，而不是一个狭小的小众市场，是 Apple brand 可以占据的领域。Creative people、idea people，要么在自己的桌上放着一台 Macintosh，要么在公文包里、在飞机上随身带着一台 PowerBook。
The regular workers of our society carry a Compaq or an IBM and, you know, can deal with Windows and be content with that. So, tools for creative minds and then so therefore the strategy is to act, to do our damnedest, to not act like a computer company and celebrate creativity and individuality in all of us, whether it be the people in the world today that are doing amazing and great things, the people in our history that change the world and the next generation, the children who are potentially going to change the world even more. And we are dedicated to making tools for those people. As you can sense, I get kind of excited and passionate about this.
我们社会里的普通 workers，随身带着一台 Compaq 或者 IBM，你懂的，会用 Windows，也就心满意足了。所以，“tools for creative minds”——接下来的 strategy，就是竭尽全力，不要像一家传统的 computer company 那样去行事，而是要去“celebrate”我们每个人身上的 creativity 和 individuality——无论是当今世界上正在做惊人伟大事情的那些人，还是历史上改变了世界的人，抑或是下一代，那些有可能把世界改变得更厉害的孩子们。而我们要做的，就是专注为这些人打造工具。你也能感觉到，我对这件事是真的很兴奋、也很有激情。
This is a brand that I think you need to be emotionally involved in to do the work that needs to be done for them. I know the brand is in different stages of development in different parts of the world. I know in Scandinavia, nobody knows of the problems in America in terms of Apple and Windows, and Macintosh and Apple is hugely successful there.
这是一个 brand，我认为，想要替它做好应该做的工作，你必须在情感上真正投入进去。我知道这个 brand 在世界不同地区所处的发展阶段并不相同。比如在 Scandinavia，几乎没有人知道在美国 Apple 和 Windows 之间发生过什么问题，而在那儿，Macintosh 和 Apple 的成功是非常巨大的。
In Japan, Apple has an incredible status as a great brand. As a matter of fact, I think they were very upset about any kind of relationship that Apple has with Microsoft because they think of Apple as being so special in Japan. And each of your countries, I think we're going to have to assess where Apple the brand is today. But I think ultimately, the idea that we are going to celebrate that Apple is for people who think outside the box, who look at the world differently and are probably going to change the world Apple is for people who think different, is going to be an idea that can be consistent in many parts of the world.
在 Japan，Apple 作为一个 great brand，拥有着不可思议的地位。事实上，我觉得他们对于 Apple 和 Microsoft 之间的任何合作关系都非常不高兴，因为在日本人眼中，Apple 是非常特别的。而在你们各自所在的国家，我们都需要重新评估一下，今天 Apple 这个 brand 所处的位置。但我觉得，从最终来看，有这样一个核心 idea：我们要去“celebrate”这样一种事实——Apple 是为那些“think outside the box”的人、为那些看世界的方式与众不同、并且很可能会改变世界的人而存在的；Apple is for people who think different——这是一个可以在世界很多地方保持一致的 idea。
If we celebrate the most creative thinkers in any part, in every part of the world, and basically claim to be a tool for those kinds of people, I think it gives Apple a very special place to live. So, we are sending along Some ideas that we've created for an initial outdoor campaign that kind of gets people rethinking the Apple brand.
如果我们在世界任何地方、每一个角落，都去“celebrate”那些最有创造力的思考者，并且公开宣称自己是为这一类人提供工具的公司，我认为这会为 Apple 带来一个非常特别的立足之地。所以，我们现在也在往外发一些想法，是我们为首轮 outdoor campaign 所做的创意，目的是让人们重新思考 Apple 这个 brand。
We sent along a couple of video pieces that we have done, which aren't commercials, but they were done to kind of celebrate the Apple brand and Steve Jobs' vision of what Apple should be about. And it in fact was part of what he used in his speech at Macworld in Boston, which I don't know about other parts of the world, but it was on the cover, the front page of every newspaper in America, that Steve Jobs was back in charge of Apple, and he was redefining the vision for Apple.
我们还一起发出了几段我们做的视频作品，它们并不是 commercials，而是用来“celebrate” Apple brand，以及 Steve Jobs 对 Apple 应该成为什么样的公司的愿景。实际上，这些内容也是他在 Boston 的 Macworld 演讲中所使用的一部分。我不知道在世界其他地方怎样，但在美国，这是登上几乎每一家报纸头版封面的新闻：Steve Jobs 回来重新掌舵 Apple，并且在重新定义 Apple 的愿景。
So we're getting on this thing at an incredibly exciting time. So the elements of what we've already presented to them, a strategic paper and some of the work, hopefully will get you in a place where you can talk to the Apple people in your part of the world about where Apple is going in America and what Steve Jobs is expecting of the Apple brand.
所以我们是在一个极其令人兴奋的时刻接手这件事的。我们已经向他们呈现过的一些内容——一份战略性文件以及部分创意成果——希望能帮助你们，在各自所在的区域，与当地的 Apple 团队对话时，有足够的依据去讨论 Apple 在美国正在走向何方，以及 Steve Jobs 对 Apple brand 的期望到底是什么。
It's his child and he wants to see it grow up into an amazing adult And it's had a very rough adolescence with maybe not the best care and feeding from the people who have been there. And Steve and I would like nothing more than to make Apple one of the most formidable brands in the world. It would be one of the giant satisfaction of Steve's life. And I think it would be a huge accomplishment for this agency and for all of us to be part of putting them back on the map.
这是他的孩子，他希望看到它长成一个了不起的“adult”。而在此之前，它经历了非常坎坷的青春期，期间可能并没有得到当时那些管理者最好的照顾与“喂养”。Steve 和我此刻最大的愿望，就是把 Apple 打造成全世界最强大的品牌之一。对 Steve 来说，那将是他人生中巨大的满足之一。而对我们这家 agency、对在座的每一个人来说，能参与把他们重新放回世界版图的过程，本身也将是一项非常了不起的成就。
So I'm wearing my Apple t-shirt today. The idea that you're going to be seeing in all the videos is "Think Different". "Think Different" is the idea for the Apple brand and grab hold of it. See how it fits into your particular part of the world and try and get the people who work for Apple in the other parts of the world to be as passionate as we are here in California. And we can have a great deal of fun working for this company.
所以我今天特意穿了 Apple 的 T 恤。你们在所有视频里都会看到的那个核心 idea，就是“Think Different”。“Think Different” 是 Apple brand 的核心理念——请牢牢抓住它，去思考它如何融入你所在的那一部分世界，并努力让在其他地区为 Apple 工作的人，也能像我们在 California 这边一样充满激情。这样一来，我们就能在为这家公司工作的过程中，获得巨大的乐趣。
So good luck.
所以，祝你们好运。
Peter Economides is going to be trying to help shepherd this through. We are available in L.A., myself, Jessica Shulman, Laurie Kutz, if we can do anything that will help as you start talking to Apple clients in different parts of the world. This is kind of a long stream of consciousness thing, so I hope it made some sense, but it seemed like a better way than trying to write this all out on paper. With the, uh, stuff that we pack into this thing, hopefully you all get a good picture of what, uh, what we need to do next.
接下来，Peter Economides 会努力把这件事情一路“shepherd”下去。我们一直在 L.A.，包括我自己、Jessica Shulman、Laurie Kutz——如果在你们开始与世界各地的 Apple clients 对话时，我们能为你们提供任何帮助，请随时来找我们。这段录音有点像一串“意识流”，我也希望它多少是说得通的；但在我看来，这比把所有内容一条条写在纸上要好得多。再加上我们一起打包给你们的那些材料，希望能让你们更清楚地看到，接下来——嗯——我们需要一起去做些什么。
Thanks.
谢谢。
This is gonna be fun. Always something interesting going on.
这会很有意思。总有有趣的事情在发生。
♪ Seal - Crazy ♪
♪ Seal - 《Crazy》♪
♪ No we're never gonna survive unless ♪
♪ 我们不可能活下去，除非…… ♪
♪ We are a little crazy ♪
♪ 我们得有点 crazy 才行 ♪
♪ No no, never survive, unless we get a little bit crazy ♪
♪ 不，不，我们没法活下去，除非我们变得有那么一点 crazy ♪
♪ No no, never survive, unless we get a little bit ♪
♪ 不，不，我们没法活下去，除非我们多出那么一点点不寻常 ♪
♪ In a sky full of people, only some want to fly ♪
♪ 在一片“挤满了人的天空”之下，只有少数人真的想要飞翔 ♪
♪ Isn't that crazy ♪
♪ 这难道不算 crazy 吗 ♪
♪ In a world full of people, only some want to fly ♪
♪ 在一个“挤满了人的世界”里，只有少数人想要展翅高飞 ♪
♪ Isn't that crazy ♪
♪ 这难道不算 crazy 吗 ♪
♪ Seal - Crazy ♪
♪ Seal - 《Crazy》♪
Lee Clow: So we are now working on a commercial celebrating the misfits, the rebels, the troublemakers, the crazy ones who turned out to be the geniuses. But here's another commercial that we did a little rough idea piece on because we thought celebrating Steve Jobs coming back to the company was an important message.
Lee Clow：所以，我们现在正在做一支 commercial，是去“celebrate”那些 misfits、rebels、troublemakers——那些被认为是 crazy ones、结果却证明是 geniuses 的人。但这里还有另一支 commercial，是我们之前做的一个粗略的 idea piece，因为我们认为，用一支广告来“celebrate” Steve Jobs 回到公司，是一个非常重要的讯息。
In fact, when Steve went to Boston and Macworld, he got so much news and so much attention that we don't need to do this commercial, but we thought you'd like to see it.
事实上，当 Steve 去 Boston 参加 Macworld 的时候，他已经获得了铺天盖地的报道和关注，以至于我们都不再“需要”这支 commercial 了，但我们想你们还是会愿意看看它。
Narrator: There were these two guys, one named Wozniak and one named Jobs, who got together in a garage and decided to create something special.
Narrator：当年有两个家伙，一个叫 Wozniak，一个叫 Jobs，他们在一间车库里聚在一起，决定要创造一些不一样、很特别的东西。
The first personal computer.
第一台 personal computer。
Nobody thought the idea would fly, but they did.
没人认为这个点子会飞起来，但他们相信。
So they started a company and they named it Apple.
于是他们创办了一家公司，取名叫 Apple。
It was a simple name, but that was what their company was about.
这是一个很简单的名字，但正是这家公司本身所代表的东西。
So it was perfect.
所以，这个名字再合适不过。
Now Folklore has it that they gave their logo rainbow colors because they knew that Apple was their pot of gold.
现在有一则“民间传说”说，他们给 logo 涂上彩虹色，是因为他们知道 Apple 会成为自己的“金罐子”（pot of gold）。
But really, they just did it because they thought it looked cool.
但实际上，他们那样做只是因为觉得那样看起来很酷。
Anyway, before you knew it, these two guys and their company became famous.
总之，在你还没反应过来之前，这两个人和他们的公司就已经出名了。
And people all over the world were soon able to do incredible things that had never been done before.
全世界的人很快就能做成一些前所未有的、不可思议的事情。
As the years went on, the company got big, and the two guys became rich, and they left.
随着时间推移，公司做大了，这两个人也变得富有，然后他们都离开了。
The company still created amazing computers, because while a body changes, the soul has a way of staying the same.
但这家公司仍然在创造 amazing 的 computers，因为即使“身体”会改变，“soul”总有办法保持不变。
Wozniak has since gone on to teach school children.
Wozniak 后来投身去教学校里的孩子们。
As for Jobs, he's just come back home.
至于 Jobs，他刚刚又回到了家。
[Music]
[音乐]
Apple.
Apple。
Think different.
非同凡想
[Music]
[音乐]
[Music]
[音乐]
Richard Dreyfuss: Here's to the crazy ones.
Richard Dreyfuss：献给那群 crazy ones。
The misfits.
那些特立独行的人。
The rebels.
那些叛逆者。
The troublemakers.
那些麻烦制造者。
The round pegs in the square holes.
那些像圆钉硬塞进方孔里的家伙。
The ones who see things differently.
那些看世界方式与众不同的人。
They're not fond of rules, and they have no respect for the status quo.
他们不喜欢规矩，也不会对现状报以尊敬。
You can quote them, disagree with them, glorify or vilify them, but the only thing you can't do is ignore them.
你可以引用他们，可以反对他们，可以赞美他们，也可以诋毁他们，但有一件事你绝对不能做：你不能无视他们。
Because they change things.
因为他们会改变事物的样子。
They push the human race forward.
他们推动人类向前。
And while some may see them as the crazy ones, we see genius.
当有些人只把他们看作 crazy ones 的时候，我们看到的却是 genius。
Because the people who are crazy enough to think they can change the world are the ones who do.
因为那些疯狂到相信自己可以改变世界的人，往往就是最终真正做到的那一群人。
[Music]
[音乐]
[Music]
[音乐]
Some people think the Pentium II is the fastest processor in the world.
有些人认为，Pentium II 是这个世界上最快的处理器。
Not quite.
不完全是这样。
The chip inside every new Power Macintosh G3 is up to twice as fast.
每一台全新 Power Macintosh G3 里那颗芯片，速度最高可以达到它的两倍。
[Music]
[音乐]
[Music]
[音乐]
Apple Computer would like to apologize for toasting the Pentium II processor in public.
Apple Computer 想就公开“烤”Pentium II 处理器一事表示一下歉意。
But the fact remains, the chip inside every new Power Macintosh G3 is up to twice as fast.
但事实依然是：每一台全新 Power Macintosh G3 里的那颗芯片，速度最高可以达到它的两倍。
There's a time and a place for subtlety.
有些时候、在某些场合，确实应该含蓄一点。
This is definitely not the time or the place.
但现在绝对不是那样的时间和场合。
Because the entire Pentium notebook world has just been flattened by a machine with a chip that's up to twice as fast.
因为，整个 Pentium notebook 的世界，刚刚被一台搭载最高可快两倍芯片的机器彻底“压扁”了。
[Music]
[音乐]
[Music]
[音乐]
Jeff Goldblum: The PC.
Jeff Goldblum：The PC。
Perpetually complicated, profusely corded, physically conspicuous, particularly costly.
永远复杂，线缆成堆，占地方，还特别贵。
Oh, and then there's the new iMac, which is about as un-PC as you can get.
哦，然后再看这台全新的 iMac——它简直“un-PC” 到了极点。
[Music]
[音乐]
[Music]
[音乐]
Jeff Goldblum: Presenting three easy steps to the internet.
Jeff Goldblum：向你介绍三步轻松上 Internet 的方法。
Step one, plug in.
第一步，插上电源和线缆。
Step two, get connected.
第二步，连上网络。
Step three, there's no step three.
第三步——没有第三步。
There's no step three.
根本没有第三步。
[Music]
[音乐]
[Music]
[音乐]
Jeff Goldblum: You are getting tired.
Jeff Goldblum：你已经开始觉得累了。
You are getting sick and tired of slow, complicated, and confusing.
你已经受够了那些又慢、又复杂、又让人摸不着头脑的东西。
What you want is one mouse click to the internet.
你真正想要的，是一下鼠标就上 Internet。
[Music]
[音乐]
Jeff Goldblum: Hmm, two roads diverged on the way to the Internet.
Jeff Goldblum：嗯，在通往 Internet 的路上，眼前分出两条路。
And I, I took the faster, simpler, less expensive, and far more colorful one.
而我——我选择了那一条更快、更简单、更省钱、而且色彩丰富得多的那一条。
And that made all the difference.
而这，改变了一切。
[Music]
Jeff Goldblum: So, you know, it seems like there's a big party going on these days.
Jeff Goldblum：所以，你看，现在好像外面正在开一场大派对。
Everybody's saying, what's your email address?
每个人见面都在说：你的 email address 是什么？
What's your email address?
你的 email address 是什么？
Hey, everybody, I'll email you.
嘿，大家，我给你们发 email。
I don't have an email.
我没有 email。
What's this?
这是什么东西？
You know, like that?
就像这样一来一回。
And you feel left out.
然后你会觉得自己被排除在外。
You feel confused.
你会觉得困惑。
It's too expensive or something.
太贵了之类的。
Well, now good news.
不过，现在有个好消息。
There's a computer so easy.
有一台 computer，简单到——
Ten minutes out of the box, you're onto the internet.
从箱子里拿出来十分钟，你就已经上了 internet。
You're emailing everybody.
你在给所有人发 email。
You're part of the party.
你已经成了这场派对的一份子。
It's as easy as, you know, licking a stamp.
这一切的容易程度，就像——你知道的——舔一张邮票那么简单。
[Music]
[音乐]
Jeff Goldblum: Hey, did you ever ask anybody what their favorite color is?
Jeff Goldblum：嘿，你有没有问过别人，他们最喜欢的颜色是什么？
I'm sure you have, or people have asked you.
我敢肯定你问过，或者别人问过你。
It's not the most interesting question.
这并不是一个多有趣的问题。
But how many times do you say beige?
但是，你有多少次会回答浅褐色呢？
Never.
从来没有。
Because it's one of the worst colors.
因为那是最糟糕的颜色之一。
It's hardly even a color.
它几乎都算不上是一种颜色。
It's like oatmeal or sand.
它就像燕麦粥一样，或者沙子一样。
There's nothing.
什么都没有的感觉。
It's beige.
它就是浅褐色。
It's boring.
它很无聊。
It's bland.
它很寡淡。
Now, computers, why in heaven's name have the people who've made computers before never done anything but beige?
然后说到 computers，为什么这些年造电脑的人，居然就只会做浅褐色这一种颜色？
That's nuts.
这简直疯了。
Have they been in thinking jail?
他们的脑子是不是被关进了“思维监狱”？
That's crazy.
太 crazy 了。
[Music]
[音乐]
Email to Apple Employees
“Newton protest today.”
“今天的牛顿抗议。”
When Steve returned to Apple, he jettisoned many product lines developed during his time away. His goal was to focus the company’s offerings. Some fans rebelled.
当史蒂夫回到苹果时，他抛弃了许多在他离开期间开发的产品线。他的目标是集中公司的产品。一些粉丝反对。
From: Steve Jobs
To: Apple employees
Subject: Newton protest today
主题：今天的牛顿抗议
Date: March 6, 1998, 8:09 a.m.
Some people are understandably upset that Apple has decided to stop developing future Newton OS based computers, especially the MessagePad. Today some of them are coming to Apple to protest our decision. This is OK. We are reserving a space for them on our campus and will provide them with coffee and other hot drinks (it may be cold out there!).
一些人对苹果决定停止开发未来的基于 Newton OS 的电脑，尤其是 MessagePad，感到非常不满。今天，他们中的一些人来到苹果抗议我们的决定。这没关系。我们为他们在园内预留了一个空间，并将为他们提供咖啡和其他热饮（外面可能很冷！）。
Our decision to end Newton development was not taken lightly, and is unlikely to be reversed. Even so, let’s welcome the Newton customers and developers who come to protest this decision. Hopefully they will feel our enthusiasm about the future of Apple, and leave more settled than they arrived.
我们决定结束 Newton 开发并非轻率之举，也不太可能被逆转。即便如此，让我们欢迎前来抗议这一决定的 Newton 客户和开发者。希望他们能感受到我们对苹果未来的热情，并比到达时更加平静。
Thanks
Steve
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