2007-01-08 Steve Jobs.The day before the release of the iPhone in 2007

Speech to Apple Employees

对苹果员工的讲话

“We thought we could make a contribution by making something truly great that we loved.”

“我们认为通过创造一些我们真正热爱的伟大事物可以做出贡献。”

The day before the release of the iPhone in 2007, Steve held a meeting with Apple employees. In his invitation, he wrote, “We’re launching the most revolutionary and exciting product in Apple’s history this Friday. And given Apple’s legacy of breakthrough products, that’s saying a lot.”

在 2007 年 iPhone 发布的前一天，史蒂夫召开了一次苹果员工会议。在他的邀请中，他写道：“我们将在这个星期五发布苹果历史上最具革命性和最令人兴奋的产品。鉴于苹果突破性产品的传统，这真的是意义重大”。

You know, one of the reasons we started doing this [was] we could see that we were getting better and better at iPods, and we could see that there was an opportunity to maybe do the next thing—and what should it be?

你知道，我们开始这样做的原因之一是我们看到自己在 iPod 上越来越出色，并且我们看到有机会去做下一件事情——那应该是什么呢？

BRK的企业集团也是一步步走到现在的结果。

And it wasn’t driven by a bunch of market research or financial spreadsheets about how big certain markets were. It wasn’t driven by that at all. It was driven by the fact that we all hated our phones. We talked to all of our friends and all the people we knew, and they all hated their phones.

这并不是由一堆市场调研或关于某些市场有多大的财务表格驱动的，根本不是。它是因为我们都讨厌我们的手机。我们和所有的朋友以及我们认识的所有人交谈，他们都讨厌他们的手机。

And we thought, “This is a really important device, and everybody hates it. They don’t know how to use even 10 percent of the features that are on these phones!”

我们想，“这是一个非常重要的设备，但大家都讨厌它。他们甚至不知道如何使用这些手机上 10%的功能！”

I mean, I’ll use this as an example: you’ve seen how slick it is to set up a conference call on an iPhone, right? You know, almost every phone lets you set up a conference call. Nobody knows it! They’ll never figure it out! It’s on page 93 of the manual they didn’t read, and it’s seven, eight cryptic keys! And you can do it, and nobody ever does it—because they don’t know it’s there. And that’s true of feature after feature after feature.

我的意思是，我举个例子：你见过在 iPhone 上设置电话会议有多方便吧？你知道，几乎每部手机都可以让你设置电话会议。可没人知道！他们永远搞不懂！这功能在手册的第 93 页，而他们根本没读过，需要按下七八个晦涩的按键！你是可以做到的，但没人会去做——因为他们根本不知道有这个功能。而这样的情况在许多其他功能上也是如此，一次又一次地发生。

And what our competence is, is making complex technology easy to use and self-discoverable. And we’ve done it in spades on the iPhone. So that’s how we got here. We thought we could make a contribution by making something truly great that we loved.

我们的能力在于让复杂的技术变得易于使用和自我发现。我们在 iPhone 上做得非常出色。这就是我们走到这里的原因。我们认为通过创造一些我们真正热爱的伟大事物，我们可以做出贡献。

And we’ve done it. We love this thing. And starting tomorrow at 6 p.m., we’re going to find out if other people love it as much as we do.

我们做到了。我们喜欢这个东西。从明天晚上 6 点开始，我们将找出其他人是否和我们一样喜欢它。

2007-01-08 Steve Jobs.The day before the release of the iPhone in 2007

2007-01-08 Steve Jobs.The day before the release of the iPhone in 2007

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