2007-01-08 Steve Jobs.Every once in a while, a revolutionary product comes along that changes everything.
Speech at Macworld
在 Macworld 的演讲
“Every once in a while, a revolutionary product comes along that changes everything.”
“偶尔会出现一款革命性的产品，改变一切。”
Steve introduced the iPhone on January 9, 2007.
史蒂夫于 2007 年 1 月 9 日推出了 iPhone。
This is a day I’ve been looking forward to for two and a half years.
这是我期待了两年半的一天。
Every once in a while, a revolutionary product comes along that changes everything. And Apple has been—well, first of all, one’s very fortunate if you get to work on just one of these in your career. Apple’s been very fortunate. It’s been able to introduce a few of these into the world.
时不时会出现一款革命性的产品，改变一切。而苹果公司一直以来——首先，如果你在职业生涯中能参与其中一款产品的开发，那真是非常幸运。苹果公司非常幸运，能够将几款这样的产品推向世界。
In 1984, we introduced the Macintosh. It didn’t just change Apple, it changed the whole computer industry. In 2001, we introduced the first iPod, and it didn’t just change the way we all listen to music, it changed the entire music industry.
1984 年，我们推出了 Macintosh。它不仅改变了苹果公司，还改变了整个计算机行业。2001 年，我们推出了第一款 iPod，它不仅改变了我们听音乐的方式，还改变了整个音乐产业。
Well, today, we’re introducing three revolutionary products of this class.
好吧，今天我们要介绍三款革命性的产品。
The first one is a widescreen iPod with touch controls. The second is a revolutionary mobile phone. And the third is a breakthrough internet communications device. So, three things: a widescreen iPod with touch controls; a revolutionary mobile phone; and a breakthrough internet communications device.
第一个是带触控的宽屏 iPod。第二个是革命性的手机。第三个是突破性的互联网通信设备。所以，三样东西：带触控的宽屏 iPod；革命性的手机；和突破性的互联网通信设备。
An iPod, a phone, and an Internet communicator. An iPod, a phone … Are you getting it?
一个 iPod，一个手机，还有一个互联网通讯器。一个 iPod，一个手机……你明白了吗？
These are not three separate devices; this is one device. And we are calling it iPhone.
这不是三个独立的设备；这是一个设备。我们称之为 iPhone。
Today … today Apple is going to reinvent the phone, and here it is. [The screen displays an iPod with a rotary phone-style dial where the click wheel would be.]
今天……今天苹果将重新定义手机，看看这个。[屏幕显示一个带有旋转拨号盘的 iPod，拨号盘的位置是点击轮。]
No, actually, here it is. [Slides an iPhone out of his pocket.]
不，其实在这里。[从口袋里滑出一部 iPhone。]
But we’re going to leave it there for now. [Pockets the iPhone again.]
但我们暂时就到此为止。[再次把 iPhone 放进口袋里。]
So, before we get into it, let me talk about a category of things. The most advanced phones are called smartphones. So they say. And they typically combine a phone, plus some email capability, plus they say it’s the internet—it’s sort of the baby internet—into one device. And they all have these plastic little keyboards on them.
所以，在我们开始之前，让我谈谈一个类别的东西。最先进的手机被称为智能手机。他们是这么说的。它们通常将电话、一些电子邮件功能，以及他们所说的互联网——这算是婴儿互联网——结合成一个设备。它们都有这些塑料小键盘。
And the problem is that they’re not so smart, and they’re not so easy to use. So if you kinda make a Business School 101 graph of the smart axis and the easy-to-use axis—phones, regular cellphones, are kinda right there. [Points to a spot indicating “not so smart, somewhat easy to use.”] They’re not so smart, and they’re not so easy to use. Smartphones are definitely a little smarter, but they actually are harder to use. They’re really complicated. Just for the basic stuff, people have a hard time figuring out how to use them.
问题在于它们并不是那么智能，也不是那么容易使用。所以如果你画一个商业学校 101 的图表，标出智能轴和易用性轴——普通手机大致就在这里。[指向一个表示“不是那么智能，有点容易使用”的位置。] 它们不是那么智能，也不是那么容易使用。智能手机确实聪明一些，但实际上使用起来更难。它们非常复杂。仅仅是基本的功能，人们就很难弄清楚如何使用它们。
Well, we don’t want to do either one of these things. What we want to do is make a leapfrog product that is way smarter than any mobile device has ever been and super easy to use. This is what iPhone is. OK?
好吧，我们不想做这两件事。我们想做的是一个跳跃式的产品，它比任何移动设备都要聪明得多，并且超级易于使用。这就是 iPhone。明白了吗？
So we’re going to reinvent the phone. Now, we’re going to start … with a revolutionary user interface … the result of years of research and development, and, of course, it’s an interplay of hardware and software. Now, why do we need a revolutionary user interface? I mean, here’s four smartphones, right? Motorola Q, the BlackBerry, Palm Treo, Nokia E62—the usual suspects. And what’s wrong with their user interfaces? Well, the problem with them is really sort of in the bottom forty [keys] there. It’s, it’s this stuff right here. They all have these keyboards that are there whether you need them or not to be there. And they all have these control buttons that are fixed in plastic and are the same for every application.
所以我们要重新定义手机。现在，我们将从……一个革命性的用户界面开始……这是多年研究和开发的结果，当然，它是硬件和软件的相互作用。那么，我们为什么需要一个革命性的用户界面呢？我意思是，这里有四款智能手机，对吧？摩托罗拉 Q，黑莓，Palm Treo，诺基亚 E62——这些都是常见的选择。它们的用户界面有什么问题呢？嗯，问题实际上在于底部的四十个按键。就是这些东西。它们都有这些键盘，无论你是否需要，它们都在那里。而且它们都有这些固定在塑料上的控制按钮，对于每个应用程序都是一样的。
Well, every application wants a slightly different user interface, a slightly optimized set of buttons, just for it. And what happens if you think of a great idea six months from now? You can’t run around and add a button to these things. They’re already shipped. So what do you do? It doesn’t work, because the buttons and the controls can’t change. They can’t change for each application, and they can’t change down the road if you think of another great idea you want to add to this product.
好吧，每个应用程序都希望有一个稍微不同的用户界面，一套稍微优化的按钮，仅仅为了它。如果你在六个月后想到一个好主意，那该怎么办？你不能四处跑去给这些东西添加一个按钮。它们已经发货了。那么你该怎么办？这行不通，因为按钮和控件不能改变。它们不能为每个应用程序改变，如果你想到另一个想要添加到这个产品的好主意，它们也不能在未来改变。
Well, how do you solve this? Hmm. It turns out, we have solved it! We solved it in computers twenty years ago. We solved it with a bitmapped screen that could display anything we want. Put any user interface up. And a pointing device. We solved it with the mouse. Right? We solved this problem.
好吧，你怎么解决这个问题？嗯。结果是，我们已经解决了！我们在二十年前的计算机上解决了这个问题。我们用一个可以显示我们想要的任何内容的位图屏幕解决了这个问题。放上任何用户界面。还有一个指向设备。我们用鼠标解决了这个问题。对吧？我们解决了这个问题。
So how are we going to take this to a mobile device? What we’re going to do is get rid of all these buttons and just make a giant screen. A giant screen. Now, how are we going to communicate with this? We don’t want to carry around a mouse, right? So what are we going to do? Oh, a stylus, right? We’re going to use a stylus. No. No. Who wants a stylus? You have to get them and put them away, and you lose them. Yuck. Nobody wants a stylus. So, let’s not use a stylus.
那么我们要如何将这个移到移动设备上呢？我们要做的是去掉所有这些按钮，只做一个巨大的屏幕。一个巨大的屏幕。那么，我们要如何与这个进行沟通呢？我们不想随身携带鼠标，对吧？那我们要怎么做呢？哦，手写笔，对吧？我们要使用手写笔。不，不。谁想要手写笔？你得拿着它们，然后放起来，还会丢失。真糟糕。没有人想要手写笔。那么，我们就不使用手写笔。
We’re going to use the best pointing device in the world. We’re going to use a pointing device that we’re all born with—we’re born with ten of them. We’re going to use our fingers. We’re going to touch this with our fingers. And we have invented a new technology called multitouch, which is phenomenal. It works like magic. You don’t need a stylus. It’s far more accurate than any touch display that’s ever been shipped. It ignores unintended touches, it’s super smart. You can do multi-finger gestures on it. And boy, have we patented it.
我们将使用世界上最好的指点设备。我们将使用一种我们天生就有的指点设备——我们每个人都有十个。我们将使用我们的手指。我们将用手指触摸这个。我们发明了一种叫做多点触控的新技术，这真是太棒了。它像魔法一样运作。你不需要手写笔。它比任何曾经出货的触摸显示器都要准确得多。它可以忽略意外的触摸，超级智能。你可以在上面进行多指手势。我们已经为此申请了专利。
So, so, we have been very lucky to have brought a few revolutionary user interfaces to the market in our time. First was the mouse. The second was the click wheel. And now we’re going to bring multitouch to the market. And each of these revolutionary user interfaces has made possible a revolutionary product—the Mac, the iPod, and now the iPhone. So, a revolutionary user interface.
所以，我们非常幸运在我们的时代推出了一些革命性的用户界面。第一个是鼠标。第二个是点击轮。现在我们将把多点触控带入市场。每一个革命性的用户界面都使得革命性产品的诞生成为可能——Mac、iPod，现在是 iPhone。所以，这是一个革命性的用户界面。
We’re going to build on top of that with software. Now, software on mobile phones is like, is like baby software. It’s not so powerful. Today we are going to show you a software breakthrough. Software that’s at least five years ahead of what’s on any other phone. Now, how do we do this? Well, we start with a strong foundation: iPhone runs OS X.
我们将基于此构建软件。现在，手机上的软件就像是婴儿软件，功能不强大。今天我们将向您展示一个软件突破。这个软件至少领先于其他手机上的软件五年。那么，我们是如何做到的呢？我们从一个强大的基础开始：iPhone 运行 OS X。
Now, why, why would we want to run such a sophisticated operating system on a mobile device? Well, because it’s got everything we need. It’s got multitasking. It’s got the best networking. It already knows how to power manage. We’ve been doing this on mobile computers for years. It’s got awesome security. And the right apps. It’s got everything from Cocoa and the graphics, and it’s got core animation built in, and it’s got the audio and video that OS X is famous for. It’s got all the stuff we want. And it’s built right into iPhone. And that has let us create desktop-class applications and networking, right. Not the crippled stuff that you find on most phones. This is real, desktop-class applications.
现在，为什么我们想在移动设备上运行如此复杂的操作系统呢？因为它拥有我们所需的一切。它支持多任务处理，拥有最佳的网络功能，已经知道如何进行电源管理。我们在移动计算机上已经做了很多年。它具有出色的安全性和合适的应用程序。它拥有从 Cocoa 和图形到内置的核心动画，以及 OS X 闻名的音频和视频。它拥有我们想要的所有东西。而且它直接集成在 iPhone 中。这使我们能够创建桌面级的应用程序和网络，而不是大多数手机上找到的那些受限的东西。这是真正的桌面级应用程序。
Now, you know, one of the pioneers of our industry, Alan Kay, has had a lot of great quotes throughout the years. And I ran across one of them recently that explains how we look at this—explains why we go about doing things the way we do, ’cause we love software. And here’s the quote: “People who are really serious about software should make their own hardware.” You know, Alan said this thirty years ago, and this is how we feel about it. And so we’re bringing breakthrough software to a mobile device for the first time. It’s five years ahead of anything on any other phone.
现在，你知道，我们行业的先驱之一，艾伦·凯，多年来有很多精彩的名言。我最近遇到了一句，解释了我们是如何看待这一点的——解释了我们为什么以这样的方式做事，因为我们热爱软件。引用是：“真正认真对待软件的人应该自己制造硬件。”你知道，艾伦在三十年前就说过这句话，这正是我们的感受。因此，我们首次将突破性软件带入移动设备。这比任何其他手机上的任何东西都领先五年。
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