I.H.10.Steve Jobs.App Store
Apple recently marked the 10th anniversary of the App Store—its online vehicle for distributing iPhone and iPad applications—with a retrospective on its website, noting that developers have earned more than $100 billion through the store over its life span.
苹果最近庆祝了 App Store 的 10 周年——这是其分发 iPhone 和 iPad 应用的在线平台——并在其网站上发布了一篇回顾，指出开发者在这段时间内通过该商店赚取了超过 1000 亿美元。
Shortly after the App Store opened for business a decade ago, Apple CEO Steven P. Jobs was thrilled to have paid just $21 million to developers in the first 30 days after its launch. In early August 2008, he invited Nick Wingfield, then a reporter for The Wall Street Journal, to the company’s headquarters in Cupertino, Calif., for an on-the-record interview.
在应用商店十年前开业后不久，苹果首席执行官史蒂文·乔布斯兴奋地宣布，在该应用商店推出后的第一个 30 天内，他已向开发者支付了 2100 万美元。2008 年 8 月初，他邀请了当时《华尔街日报》的记者尼克·温菲尔德到该公司位于加州库比蒂诺的总部，进行了一次正式采访。
In the interview, which Mr. Jobs allowed to be recorded, the Apple chief predicted that the mobile business could one day become far larger—forecasts that, in hindsight, were not bold enough.
在乔布斯先生允许录制的采访中，这位苹果公司的掌门人预言，移动业务有朝一日会变得更加庞大--事后看来，这一预言还不够大胆。
Below is the lightly edited audio recording and transcript of that interview from Aug. 7, 2008, which the Journal is jointly publishing for the first time with The Information, a technology news site where Mr. Wingfield is now a senior editor.
以下是 2008 年 8 月 7 日采访的轻微编辑音频录音和文字记录，《华尔街日报》与《信息》共同首次发布，这是一个技术新闻网站，Wingfield 先生现在是该网站的高级编辑。
NICK WINGFIELD: Monday is the one month anniversary, right?
尼克·温菲尔德： 星期一是一个月的纪念日，对吗？
STEVE JOBS: Yes, 30 days.
史蒂夫·乔布斯： 是的，30 天。
MR. WINGFIELD: 30 days. How’s it doing?
温菲尔德先生： 30 天。情况怎么样？
MR. JOBS: It’s doing great. Could I start off by giving you a little bit of a conceptual framework?
乔布斯先生： 一切都很好。我可以先给你一个概念框架吗？
MR. WINGFIELD: Yeah.
温菲尔德先生：是的。
MR. JOBS: The way we think about this is that the App Store is to iPhone like iTunes is to iPod. Just like with the iPod, where we enhanced it with an internet service to bring content to it, we’re doing the same thing with the iPhone.
乔布斯先生：我们对这件事的看法是，App Store 对 iPhone 的意义就像 iTunes 对 iPod 的意义。就像 iPod，我们通过一个互联网服务增强它，以便为它提供内容，我们对 iPhone 也在做同样的事情。
We’re enhancing it with an internet service to deliver content right to the phone. In this case, since we already bring the iTunes music content to the phone, we’re bringing applications.
我们通过一个互联网服务来增强它，以便将内容直接传送到手机上。在这种情况下，由于我们已经将 iTunes 的音乐内容引入到手机上，所以我们现在带来了应用程序。
We think that the result...It’s the same exact strategy as the iPod. Enhance the device with internet-delivered content. Beyond iTunes, we can wirelessly deliver the content right on the device, without a PC. We can automatically update the apps. It’s standing on the shoulders of iTunes.
我们认为，结果...这与 iPod 的策略完全相同。用互联网传送的内容来增强设备。除了 iTunes，我们还可以无线传输内容，直接在设备上，而不需要 PC。我们可以自动更新应用程序。这一切都是建立在 iTunes 的基础之上的。
It’s built on the same iTunes infrastructure, including all the storage and all the billing and getting email receipts and all of that kind of stuff.
它建立在相同的 iTunes 基础设施上，包括所有的存储、所有的计费、获取电子邮件收据以及所有这些东西。
The downloads are fast and reliable because it’s the same system as iTunes. Customer reviews, buying with one tap, just like one click on music and stuff. No one’s ever duplicated iTunes in over five years. This’ll be even harder because it’s built on top of it.
下载速度快且可靠，因为它使用的是与 iTunes 相同的系统。客户评论、一次点击购买，就像音乐和其他内容上一样。五年来没有人能复制 iTunes。这将更加困难，因为它是在其基础之上构建的。
We think strategically it’s a pretty big deal. How’s it done? We have over 1,500 applications on the App Store today. We thought that the input would start to slow down from developers, but it’s accelerating.
我们认为，从战略上来看，这是一个相当重要的事情。怎么做的？今天，App Store 上有超过 1,500 个应用程序。我们曾以为开发者的投入会开始放缓，但实际上它在加速。
MR. WINGFIELD: How many new ones a day? Do you know?
温菲尔德先生： 一天有多少个新的吗？你知道吗？
MR. JOBS: I could find out for you. My gut is that we’re seeing around 50 new apps a day coming in.
乔布斯先生：我可以为您查一下。我的直觉是，我们每天大约有 50 个新应用程序上线。
MR. WINGFIELD: Those are all through some sort of vetting process, right?
温菲尔德先生： 这些都是经过某种审查程序的，对吧？
MR. JOBS: They’re submitted electronically. We set up this whole electronic submission process for music and TV shows and other things. We’re just using it with the developers to submit their apps.
乔布斯先生：它们是以电子方式提交的。我们为音乐、电视节目和其他内容设置了整个电子提交流程。我们只是用它来让开发者提交他们的应用程序。
We do look at them. We’re in the early stages of that. We have put up some apps that we’ve pulled down.
我们确实会查看它们。我们还处于这一过程的早期阶段。我们已经上架了一些应用程序，但也下架了一些。
MR. WINGFIELD: The I Am Rich app?
温菲尔德先生： 像“I Am Rich”应用？
MR. JOBS: The I Am Rich app. We pulled one down today, which was the...
乔布斯先生： “I Am Rich”应用。我们今天下架了一个，那个是...
[APPLE COMMUNICATIONS CHIEF] KATIE COTTON: [inaudible 3:05]
[苹果通讯负责人] 凯蒂·科顿： [听不清 3:05]
MR. JOBS: No, the knife app. What was that called? There was one that put up...Anyway.
乔布斯先生：不，是刀具应用。那叫什么来着？有一个应用上架了...无论如何。
MR. WINGFIELD: There’s taste issues.
温菲尔德先生： 这有品味问题。
MR. JOBS: There’s a few taste issues. We don’t put up porn, obviously, but there’s also copyright issues. There was one nice movie app that put up Rotten Tomatoes scores. Fox, who owns Rotten Tomatoes, called us up and said, “They don’t have the rights to do that.”
乔布斯先生： 确实有一些品味问题。显然，我们不放色情内容，但也有版权问题。有一个不错的电影应用，提供 Rotten Tomatoes 的评分。福克斯公司拥有 Rotten Tomatoes，给我们打电话说，“他们没有权利这么做。”
We have to go back to them and say, “Hey, we’ve got to take your app down.” Copyright owners have given some inputs here. We have to take the apps down until they work it out with the copyright owner.
我们必须回去告诉他们：“嘿，我们必须下架你的应用。”版权拥有者在这里提供了一些意见。我们必须下架这些应用，直到他们与版权拥有者达成协议。
MR. WINGFIELD: Have you had any malware issues at all?
温菲尔德先生：你们有没有遇到过任何恶意软件问题？
MR. JOBS: None.
乔布斯先生：没有。
MR. WINGFIELD: No?
温菲尔德先生：没有？
MR. JOBS: No. But you know...
乔布斯先生： 没有。不过你知道...
MR. WINGFIELD: It could happen.
温菲尔德先生： 这可能会发生。
MR. JOBS: [knocks on the table]
乔布斯先生： [敲击桌子]
MR. WINGFIELD: There was this other separate issue that came up this week about the iPhone “calling home” to some URL that might contain a blacklist. Is that just for deactivating something that’s been installed on iPhones out there?
温菲尔德先生：本周还有另一个独立的问题出现，关于 iPhone “打电话回家”到某个可能包含黑名单的 URL。这是为了停用那些已经在 iPhone 上安装的东西吗？
MR. JOBS: We’ve taken a multilayered approach to try to keep the iPhone reliable and secure for our customers.
乔布斯先生：我们采取了多层次的方法，以确保 iPhone 对我们的客户可靠和安全。
If an app was ever to get out there that we didn’t catch on the App Store, that did something malicious with your private data, as an example, we could stop selling it. But we’d also like a way to have it stop working on the current phones. Hopefully, we never have to pull that lever.
如果有一个应用程序在应用商店中未被我们发现，并且对您的私人数据做了恶意的事情，例如，我们可以停止销售它。但我们也希望有一种方法可以让它在当前的手机上停止工作。希望我们永远不需要采取这样的措施。
MR. WINGFIELD: It hasn’t happened yet.
温菲尔德先生： 这还没有发生。
MR. JOBS: No. Hopefully, it never will, but we would be irresponsible not to have a lever like that to pull.
乔布斯先生：没有。希望永远不会发生，但如果没有这样的手段，我们会很不负责任。
As I mentioned, over 1,500 apps, 27% of them are free, leaving 73% paid. Of the paid apps, over 90% are under $10.
如我所提到的，超过 1500 个应用程序，其中 27%是免费的，73%是付费的。在付费应用中，超过 90%售价低于 10 美元。
MS. COTTON: Nick asked me earlier if that was tracking to what we saw early on.
MS. COTTON: 尼克之前问我，这个数据是否与我们早期看到的情况一致。
MR. JOBS: Yes. 27 free, 73 paid, and of the paid, over 90% under $10. What you really want to know is how many apps have been downloaded. I’m going to put everything in terms of next Monday because we can project very accurately, over 60 million apps.
乔布斯先生： 是的。27% 是免费的，73% 是付费的，在付费应用中，超过 90% 的价格低于 10 美元。你真正想知道的是有多少个应用程序被下载。我会把一切都放在下周一的框架下，因为我们可以非常准确地预测，超过 6000 万次下载。
MR. WINGFIELD: [laughs]
温菲尔德先生： [笑]
MR. JOBS: Users have downloaded over 60 million apps from the App Store in the first 30 days.
乔布斯先生：用户在前 30 天内已经从 App Store 下载了超过 6000 万个应用程序。
MR. WINGFIELD: What’s the installed base of iPhones?
温菲尔德先生： iPhone 的安装基础是多少？
MR. JOBS: We can’t tell you that.
乔布斯先生：我们不能告诉你这个。
MR. WINGFIELD: The last publicly released figure was six [million].
温菲尔德先生：最后一次公开发布的数字是六[百万]。
MR. JOBS: Yeah, that’s...
乔布斯先生：是的，那是……
[crosstalk] [相声]
MR. WINGFIELD: This is iPod touches, as well, right?
温菲尔德先生： 这也是 iPod touch，对吗？
[crosstalk] [相声]
MR. JOBS: This is iPod touches, but not necessarily all of those six have upgraded to iPhone 2.0 software which lets you get the App Store, I can’t give you a number because we’re in the middle of the quarter.
乔布斯先生：这包括 iPod touch，但不一定所有这 600 万都升级到了可以访问 App Store 的 iPhone 2.0 软件。我不能给你一个确切的数字，因为我们正处于季度中。
MR. WINGFIELD: You couldn’t tell me how many apps per iPhone.
温菲尔德先生： 你能告诉我每部 iPhone 有多少个应用吗？
MR. JOBS: I can’t do that either, but I can tell you an interesting fact in just a second. Users have downloaded over 60 million apps from the App Store in the first 30 days. Let’s say we’re talking on Monday. That is 30% as big as iTunes for music downloads.
乔布斯先生：我也不能这样做，但我可以告诉你一个有趣的事实。用户在前 30 天内从 App Store 下载了超过 6000 万个应用程序。假设我们是在星期一谈话。这相当于 iTunes 音乐下载的 30%。
MR. WINGFIELD: In terms of on a unit basis.
温菲尔德先生： 从单位基础上来看。
MR. JOBS: Yeah. Let me say that again. App downloads equal 30% of all iTunes song downloads during the last 30 days.
乔布斯先生：是的。我再说一遍。应用程序下载量相当于过去 30 天所有 iTunes 歌曲下载量的 30%。
MR. WINGFIELD: On a unit basis, so 30%.
温菲尔德先生： 按单位计算，所以是 30%。
MR. JOBS: Unit basis, yes.
乔布斯先生： 单位基础，是的。
MR. WINGFIELD: There were 180 plus million.
温菲尔德先生： 超过一亿八千万。
MR. JOBS: No, 200 million.
乔布斯先生：不，2 亿。
MR. WINGFIELD: 200 million for the last 30 days.
温菲尔德先生：过去 30 天的 2 亿。
MR. JOBS: Roughly.
乔布斯先生： 大致上。
MR. WINGFIELD: What does that number say to you?
温菲尔德先生：那个数字对你来说意味着什么？
MR. JOBS: It says the App Store is much larger than we ever imagined, iTunes has been out for over five years. In 30 days, users downloaded 30% as many apps as everybody in the world downloaded songs from iTunes.
乔布斯先生：这表明 App Store 的规模超出了我们所有的想象，iTunes 已经推出了超过五年。在 30 天内，用户下载的应用程序数量达到了全球所有人下载的 iTunes 歌曲的 30%。
MR. WINGFIELD: What did you expect? What was your internal...
温菲尔德先生： 你期待什么？你的内心...
[crosstalk] [相声]
MR. JOBS: We didn’t expect it to be this big. The mobile industry’s never seen anything like this. To be honest, neither has the computer industry. [laughs] 60 million downloaded applications in the first 30 days. 30% as big as iTunes song downloads during the last 30 days, this is off the charts.
乔布斯先生：我们没有预料到会这么大。移动行业从未见过这样的情况。说实话，计算机行业也没有见过。[笑] 在前 30 天内下载了 6000 万个应用程序。这个数字是 iTunes 歌曲下载的 30%，完全超出了预期。
The mobile industry’s never seen anything like this. To be honest, neither has the computer industry.
移动行业从未见过这样的情况。老实说，计算机行业也没有。
MR. WINGFIELD: The 60 million downloaded is the percentage of those...I’m sure the percentage of free apps downloaded is quite high. Is that a safe assumption to make?
温菲尔德先生： 这 6000 万个下载中，免费应用的比例应该相当高吧？这是个安全的假设吗？
MR. JOBS: Yes.
乔布斯先生： 是的。
MR. WINGFIELD: Can you tell me what percentage of them were free versus paid?
温菲尔德先生：你能告诉我他们中有多少百分比是免费的，多少是付费的吗？
MR. JOBS: I don’t know off the top of my head, but the majority, clearly, which is great. Our purpose in the App Store is to add value to the iPhone. Free apps do that just as well as paid apps sometimes. We love free apps.
乔布斯先生：我不太清楚，但显然大多数是，这很好。我们在 App Store 的目的是为 iPhone 增加价值。免费应用有时和付费应用一样好。我们喜欢免费应用。
MR. WINGFIELD: You, as you said the last time we talked, don’t expect to make...
温菲尔德先生：正如你上次谈到的，你们并不期望...
MR. JOBS: By the way, some free apps have back-end service components that they charge for. A perfect example is like Epocrates. The Epocrates app is a free app. They’ll give you a free database when you go to their website and register, but then they have all of these other products that they will sell you the services for.
乔布斯先生： 顺便提一下，一些免费的应用有后端服务组件是收费的。比如 Epocrates 应用就是一个很好的例子。Epocrates 应用是免费的。你去他们的网站注册后，他们会给你一个免费的数据库，但他们还有很多其他产品会向你销售服务。
MR. WINGFIELD: Upsell.
温菲尔德先生： 追加销售。
MS. COTTON: [inaudible 9:25] talking about it, because his wife’s a doctor.
MS. COTTON: [听不清 9:25] 在谈论这件事，因为他的妻子是一名医生。
MR. JOBS: On Epocrates, you should go visit them.
乔布斯先生： 在 Epocrates 上，你应该去拜访他们。
MR. WINGFIELD: Yeah, I’ve talked to the...
温菲尔德先生： 是的，我和...谈过。
MR. JOBS: You should talk to Kurt. They exceeded their whole year forecast for iPhone downloads in the first two weeks. He could probably give you some pretty interesting...
乔布斯先生： 你应该和 Kurt 谈谈。他们在头两周内就超过了整年的 iPhone 下载预期。他可以给你一些相当有趣的数据...
[crosstalk] [相声]
MR. WINGFIELD: Do you know how it compares to their other platforms that they’re on? They’re a pretty mature product.
温菲尔德先生：你知道这和他们其他平台的比较如何吗？他们是个相当成熟的产品。
MR. JOBS: You should ask Kurt. He’s told me some things. I don’t know how much I’m free to say. They’re very happy.
乔布斯先生： 你应该问库尔特。他告诉我一些事情。我不知道我可以说多少。他们非常开心。
MR. WINGFIELD: The service fees, the advertising that appears, you guy don’t participate in that.
温菲尔德先生：服务费和出现的广告，你们没有参与其中。
MR. JOBS: No, we don’t.
乔布斯先生：不，我们没有。
MR. WINGFIELD: OK. The 70-30 split, are the economics of this working out the way that you had said when we last spoke, which is that you might make some money, but you don’t expect it to be a big source of profits?
温菲尔德先生：好的。那么 70-30 的分成，经济模式的运作情况是否如你上次所说的那样，就是你们可能会赚一些钱，但不期望这是一个大的利润来源？
MR. JOBS: Yeah. It’s just like iTunes.
乔布斯先生： 是的。这就像 iTunes。
MR. WINGFIELD: Even with the huge popularity of this, you don’t...
温菲尔德先生：即使这个非常受欢迎，你也不...
MR. JOBS: No. It costs money to run it. Those free apps cost money to store and to deliver wirelessly. The paid apps cost money, too. They have to pay for some of the free apps. We don’t expect this to be a big profit generator. We expect it to add value to the iPhone. We’ll sell more iPhones because of it.
乔布斯先生：不。这需要成本来运营。那些免费的应用在存储和无线传输上都要花钱。付费的应用也需要花钱，他们必须为一些免费的应用付费。我们不期望这会成为一个大的利润生成器。我们期望它为 iPhone 增值。我们会因此卖出更多的 iPhone。
MR. WINGFIELD: Do you think that’s started to happen?
温菲尔德先生：你认为这已经开始发生了吗？
MR. JOBS: I think the App Store has gotten a lot of attention. It takes it into a whole new category that no mobile device has ever been in before.
乔布斯先生：我认为 App Store 得到了很多关注。它将移动设备带入了一个前所未有的新类别。
MR. WINGFIELD: Every time I write about the amount of developer support that you have on iPhone, I hear from a bunch of other people who have been doing BREW applications for years. People say, “No, this is nothing new. There is a whole ecosystem around Windows Mobile, around Java, BREW, for other types of phones.” How do you think these apps compare to those?
温菲尔德先生：每次我写到你们在 iPhone 上的开发者支持数量时，我都会收到一些其他一直在做 BREW 应用的人发来的消息。他们说：“不，这没什么新鲜的。围绕 Windows Mobile、Java、BREW 和其他类型手机的生态系统早已存在。”你如何看待这些应用与它们的比较？
MR. JOBS: Two or three things. No. 1, if you talk to developers that are developing for the iPhone, what you’ll hear from them unanimously is two things. There’s never been a mobile platform that’s been this powerful before.
乔布斯先生： 有两三件事。第一，如果你和为 iPhone 开发的开发者交谈，他们会一致告诉你两件事：没有任何移动平台曾经如此强大。
As an example, when we were working with some of the first developers under the radar before we launched, they first sent their mobile teams here. When they realized how powerful the platform was, they sent their desktop teams here or their console teams here.
举个例子，当我们在推出之前与一些首批开发者合作时，他们最初派他们的移动团队过来。当他们意识到这个平台的强大后，他们又派来了他们的桌面团队或游戏机团队。
They realized that the quality of the graphics, the animation, the processing and the memory really made this much more capable as a platform than any other mobile platforms. We’re hearing that from every developer. You heard [videogame designer John] Carmack’s comments, right?
他们意识到图形、动画、处理和内存的质量使这个平台比其他任何移动平台更具能力。我们从每个开发者那里都听到了这一点。你听到[电子游戏设计师约翰]卡马克的评论了吗？
MR. WINGFIELD: Mm hmm.
温菲尔德先生：嗯哼。
MR. JOBS: The second thing we’re hearing is that the development environment is far more advanced than they had ever seen on a mobile platform before. The APIs are in another league, the whole development cycle, the debug tools, etc. That’s just to develop the app.
乔布斯先生：我们听到的第二件事是，开发环境比他们在移动平台上见过的任何环境都要先进得多。API 处于另一个层次，整个开发周期、调试工具等等。这只是为了开发应用程序。
Once your app is developed, to be able to submit it to Apple and have us take care of all of the marketing, wireless distribution, billing and all the transactional stuff for you, and deliver it right on the handset, that doesn’t exist today. There are some websites that will do some of that for you. They don’t deliver it to the phone.
一旦你的应用开发完成，可以提交给苹果，由我们来处理所有的市场营销、无线分发、计费和所有交易相关的事宜，并直接送到手机上，这种体验现在是不存在的。有些网站会为你做其中的一部分工作，但它们不会将应用送到手机上。
MR. WINGFIELD: They go and...
温菲尔德先生：它们会...
[crosstalk] [相声]
MR. JOBS: Yeah, they’ll deliver it to your PC. You can sideload it, this and that. They charge a lot more than we do for doing a fraction of what we do.
乔布斯先生： 是的，它们会将其送到你的 PC 上。你可以通过其他方式下载，但它们收费远高于我们的收费，而它们提供的服务仅仅是我们的一小部分。
MR. WINGFIELD: Do you know what the revenue split is on these other sites?
温菲尔德先生: 你知道这些其他网站的收入分成是多少吗？
MR. JOBS: The minimum is 50-50. Generally, it can go into the 70% or more.
乔布斯先生： 最低是 50-50。一般来说，可以达到 70%或更高。
MR .WINGFIELD: On the other side of the equation, 70 to the distributor and 30 to the developer?
温菲尔德先生： 在这个方程的另一边，70 给分销商，30 给开发者？
MR. JOBS: Yes. It’s at least 50. We’ve heard it goes up to 70. They do a lot less than we do. They don’t get it in front of every user. You have to go to a website. You have to buy it on your PC, blah blah blah.
乔布斯先生： 是的。至少有 50。我们听说最高可以达到 70。他们做的远远少于我们。他们并没有让每个用户都看到。你必须去一个网站。你必须在你的电脑上购买，等等。
MR. WINGFIELD: How does this feel in comparison with the early days of the Macintosh? Do you think the third-party apps for iPhone will be as important driving the appeal of the platform as third-party apps were for Mac?
温菲尔德先生：和早期 Macintosh 的感觉相比，这是什么样的体验？你认为 iPhone 的第三方应用在吸引平台用户方面是否会像 Macintosh 的第三方应用那样重要？
MR. JOBS: Take Epocrates. I mean, if you go talk to those guys, Epocrates has been huge. That allows medical professionals to use the iPhone for something that has nothing to do with making phone calls, nothing to do with browsing the web, and nothing to do with an iPod, the core things that we’ve put in there.
乔布斯先生： 使用 Epocrates。我是说，如果你去和那些人谈谈，Epocrates 已经非常庞大。这使得医疗专业人员可以使用 iPhone 来做一些与打电话无关、与浏览网页无关、与 iPod 无关的事情，这些都是我们放进去的核心功能。
It’s taking the iPhone into a territory that most mobile devices have never gone into before. I think that the developers are sensing something really different here than has ever existed.
这使得 iPhone 进入了一个大多数移动设备从未去过的领域。我认为开发者们感受到这里有些真正不同的东西。
MR. WINGFIELD: How much money has been made?
温菲尔德先生：赚了多少钱？
[laughter] [笑声]
MR. WINGFIELD: How much money for whom, for Apple or for developers?
温菲尔德先生：为谁赚的钱，苹果还是开发者？
MR. JOBS: I’ll tell you. The total revenue has been $30 million in the first 30 days. Developers get 70% of that. Developers get $21 million. Nine of that $21 million is going to the top 10 developers. A lot of small developers are making a lot of money. This is just in the first month.
乔布斯先生：我告诉你。在前 30 天，总收入达到了 3000 万美元。开发者获得其中的 70%。开发者获得 2100 万美元。其中 2100 万美元中的 900 万美元将分给前 10 名开发者。许多小型开发者赚了很多钱。这仅仅是第一个月的情况。
MR. WINGFIELD: That has exceeded your forecast?
温菲尔德先生：这超过了你们的预期吗？
MR. JOBS: Yeah. Look, just take 30...Remember, we’re on a ramp. There’s going to be even a lot more iPhones out there in the future and a lot more iPod touches. We’re already at a $360 million a year run rate. This thing is going to crest to half a billion soon.
乔布斯先生： 是的。看吧，记住，我们还在逐步提升。未来将有更多的 iPhone 和 iPod touch。我们现在的年化收入是 3.6 亿美元。这个市场很快就会达到 5 亿美元。
Who knows? Maybe it’ll be a billion dollar marketplace at some point in time. This doesn’t happen very often. A whole new billion dollar market opens up. 360 million in the first 30 days, I’ve never seen anything like this in my career for software.
谁知道呢？也许在某个时候它会成为一个十亿美元的市场。这种情况并不常见。一个全新的十亿美元市场出现。在前 30 天内达到 3.6 亿，我在我的职业生涯中从未见过这样的情况。
MR. WINGFIELD: You can’t tell me how many iPhones you have out there buying these, but...
温菲尔德先生：你不能告诉我有多少 iPhone 在购买这些应用，但...
MR. JOBS: I wish I could, but I can’t.
乔布斯先生：我希望我能，但我不能。
MR. WINGFIELD: Is it concentrated to a percentage of your user base, would you say, or...
温菲尔德先生： 你认为这些应用的购买主要集中在用户基础的某个百分比上，还是...
[crosstalk] [相声]
MR. JOBS: It appears to be very wide.
乔布斯先生： 似乎是很广泛的。
MR. WINGFIELD: It’s across...
温菲尔德先生：它是跨...
[crosstalk] [相声]
MR. JOBS: It appears to be very wide, yeah. I have met a few people who had bought 30 apps. Everybody I know that has an iPhone has bought a handful and enjoys it.
乔布斯先生： 看起来是非常广泛的，对。 我见过一些人买了 30 个应用。我认识的每个 iPhone 用户都买了几个应用，并享受其中。
MR. WINGFIELD: Looking at iTunes, if you sold 200 million in the past 30 days, that’s $200 million or so. Will you exceed the revenue for iTunes pretty soon on the music and movie side?
温菲尔德先生：看看 iTunes，如果你在过去 30 天销售了 2 亿美元，那就是大约 2 亿美元。你认为这很快就会超过 iTunes 在音乐和电影方面的收入吗？
MR. JOBS: If one is 30 million and the other is 200 million in music, that’s a ways to go.
乔布斯先生：如果一个是 3000 万，另一个是 2 亿在音乐上，那还有很长的路要走。
MR. WINGFIELD: I don’t know what the correct trajectory is for music. I’m assuming this is growing more quickly.
温菲尔德先生：我不知道音乐的正确轨迹是什么。我假设这正在更快地增长。
MR. JOBS: It is off a smaller base. It started from zero, obviously. Music is a two and a half billion dollar business a year for us. I’m thrilled at $360 million a year run rate. We’ll be dancing on the ceiling if we cross a half a billion. Maybe someday we’ll get to a billion.
乔布斯先生：它确实是基于一个较小的基础。显然，它是从零开始的。音乐对我们来说是一个每年 25 亿美元的业务。我对 3.6 亿美元的年化收入感到非常高兴。如果超过 5 亿美元，我们将非常兴奋。也许有一天我们会达到 10 亿美元。
I think we’re not quite in the same league as music, but I think this is really significant. Who knows, in the fullness of time? I don’t know.
我认为我们和音乐并不在同一个层次，但我认为这真的很重要。谁知道，随着时间的推移呢？我不知道。
MR. WINGFIELD: What are the top three...I can see the bestseller list. What are the top three paid apps or top...
温菲尔德先生： 三大畅销应用是什么……我可以看到畅销书榜单。三大付费应用或前三名……
[crosstalk] [相声]
MR. JOBS: You can see right on your iPhone. Look right now, [inaudible 18:42] . We’re very open.
乔布斯先生： 你可以在你的 iPhone 上看到。现在就看看，[听不清 18:42]。我们非常开放。
MR. WINGFIELD: It fluctuates. I’m sure some, right?
温菲尔德先生：它会波动。我相信某些应用是这样，对吧？
MR. JOBS: Yeah. You mean like who got the money?
乔布斯先生： 是的。你是说谁赚了钱？
MR. WINGFIELD: Yeah. For the first 30 days.
温菲尔德先生：是的。前 30 天。
MR. JOBS: I can’t say because they don’t actually...some of them don’t want people to know. We actually were putting the number of downloads on every app initially, if you went and looked...
乔布斯先生： 我不能说，因为他们实际上……有些人不想让人知道。我们最初在每个应用上都放了下载数量，如果你去看……
MR. WINGFIELD: So you could find them.
温菲尔德先生： 所以你可以找到他们。
MR. JOBS: ...but we were asked to take that down.
乔布斯先生： ...但我们被要求撤下那个。
MR. WINGFIELD: By the developers?
温菲尔德先生： 被开发者要求？
MR. JOBS: Yeah. OK. Let’s see.
乔布斯先生： 是的。好的。让我们看看。
MR. WINGFIELD: I’m sure SEGA is one of the happy bunch, right?
温菲尔德先生：我相信 SEGA 是其中一个高兴的公司，对吧？
MR. JOBS: I would say SEGA is very happy, yes. Here’s the top 25. You got paid, free. We separate it out because free would always be if there was this one list that would always be free.
乔布斯先生：我可以说 SEGA 非常高兴，是的。这是前 25 名。你可以看到，付费和免费的应用。我们将其分开，因为免费的应用总是会出现在这个列表上。
MR. WINGFIELD: Mostly games.
温菲尔德先生：主要是游戏。
MR. JOBS: I don’t know what Ambiance does. Recorder is not a game. It’s something you might find useful, [inaudible 19:40] that someday.
乔布斯先生：我不知道 Ambiance 是做什么的。Recorder 不是游戏。它是你可能会觉得有用的东西，[听不清 19:40] 将来有可能会用到。
MR. WINGFIELD: IBeer.
温菲尔德先生：IBeer。
MR. JOBS: IBeer yeah. [laughs] Units is not a game. Units is actually useful, a converter, but yes, a lot of games.
乔布斯先生： IBeer，对。[笑] Units 不是游戏。实际上它是一个有用的转换器，但确实，很多都是游戏。
MR. WINGFIELD: I think there was a story I read a couple days ago about some developers bringing the price down on the apps. Have you noticed that?
温菲尔德先生：我看到几天前有个报道，说一些开发者正在降低应用的价格。你注意到了吗？
MR. JOBS: Yes. There was an article written in CNET. I believe it was CNET. No. It was on MacDailyNews, where somebody was saying this was a terrible thing for developers. They cited this one company, Jirbo. I just copied down. Did you see Jirbo’s reply?
乔布斯先生： 是的。CNET 发表了一篇文章。我相信是 CNET。不，是在 MacDailyNews 上，有人说这对开发者来说是个糟糕的事情。他们提到了一个名为 Jirbo 的公司。我刚抄下来了。你看到 Jirbo 的回复了吗？
MR. WINGFIELD: No. No, I didn’t.
温菲尔德先生：不。不，我没有。
MR. JOBS: I copied it down. I thought you might want to take a look at this. I found this really fun. You’ll see what I meant. The founder replied and said, “We couldn’t agree more with your take. Jirbo sees the App Store…” because the magazine said this is ridiculous, or the website, “...App Store is the biggest boon in mobile history and we love Apple for it. Our experience is actually the exact opposite. That is, the iPhone halo effect actually has reached us and in fact exceeded any of our wildest expectations. Our highest grossing app is actually our most expensive, Paper Football, at $4.99.”
乔布斯先生：我抄下来了。我觉得你可能想看看这个。我觉得这非常有趣。你会明白我的意思。创始人回复说：“我们对你的看法完全同意。Jirbo 认为 App Store 是移动历史上最大的恩惠，我们非常感谢苹果。我们的体验实际上与我们的想法完全相反。也就是说，iPhone 的光环效应实际上达到了我们从未想象的程度。我们最高收入的应用实际上是我们最贵的，Paper Football，售价 4.99 美元。”
“The app store has revolutionized mobile. We have close to two million downloads in about three weeks. About 60,000 of them are paid. I’m hoping you can set the record straight that the App Store is providing companies with never before imagined distribution and revenue.” That’d be one to call up.
“应用商店彻底改变了移动领域。我们在大约三周内下载量接近两百万。其中大约有 60,000 个是付费的。我希望你能澄清一下，应用商店为公司提供了前所未有的分发和收入。”这值得一提。
MR. WINGFIELD: The prices that have come down, what do you make of that? Is it people just testing the waters initially, with prices that were...?
温菲尔德先生： 价格下跌了，你怎么看待这一点？这只是人们最初试探市场，价格是……？
[crosstalk] [相声]
MR. JOBS: It’s competition. Who knew what to price things at? I think some of the folks have come down from $10 to $5, and see their sales go up more than 2X. I think these guys are trying to maximize revenue and they’re experimenting.
乔布斯先生：这是竞争。谁知道该给东西定什么价？我认为有些人把价格从 10 美元降到了 5 美元，结果他们的销售额增长了超过两倍。我认为这些家伙正在努力最大化收入，并且他们在进行实验。
They could ask us, “What should we do?” and we’re going to say, “We don’t know.” Our opinions are no better than yours because this is so new.
他们可以问我们：“我们该怎么办？”我们会说：“我们不知道。”我们的意见和你们的一样，因为这太新了。
MR. WINGFIELD: If this isn’t a direct source of profits, are you counting on people getting to the point where the apps in some way are selling the device?
温菲尔德先生：如果这不是直接的利润来源，你是否指望人们最终会让这些应用以某种方式销售设备？
MR. JOBS: We’d love that idea. Music sells the iPod.
乔布斯先生： 我们非常喜欢这个主意。音乐让 iPod 畅销。
MR. WINGFIELD: Music is a little bit different, in that there are lots of different sources of music. iTunes is just one of them. There is piracy, there is...
温菲尔德先生： 音乐有些不同，因为有很多不同的音乐来源。iTunes 只是其中之一。还有盗版，还有...
MR. JOBS: iTunes is now the largest legal one.
乔布斯先生： iTunes 现在是最大的合法平台。
MR. WINGFIELD: How does it compare to the music? You yourself have said, in comparison with the...if you were to look at the average iPod, there’s probably a lot more pirated and stuff ripped from personal collections. In this case, you are the sole distributor of the apps. I’m wondering if there is that...
温菲尔德先生：这与音乐相比如何？你自己曾说过，与……相比，如果你看看普通的 iPod，里面可能有很多盗版和从个人收藏中提取的东西。在这种情况下，你是应用程序的唯一分发者。我在想是否有那种……
MR. JOBS: The question is?
乔布斯先生： 问题是什么？
MR. WINGFIELD: The question is, you got multiple channels, multiple places to go to get music. The music really is selling the devices. Can it ever reach to that level, when you’re trying to do it all yourself on the apps?
温菲尔德先生： 问题是，你有很多渠道，很多地方可以获取音乐。音乐确实在销售设备。应用能否达到那个水平，因为你们试图自己处理这些事情？
MR. JOBS: Remember, most mobile devices don’t have apps. Of the ones that do, the apps are typically really...what’s the right word? [laughs] Lame. It’s not very easy to find them or buy them. The iPhone experience is quite unique, both for users and for developers.
乔布斯先生：记住，大多数移动设备没有应用程序。那些有应用程序的设备，其应用程序通常真的……怎么说呢？[笑] 无聊。找到或购买它们并不容易。iPhone 的体验对于用户和开发者来说都是独特的。
I don’t know that the user requires 23 distribution channels. I think what they would like is as many great apps as they can get. What we’ve tried to do is to construct...a frictionless marketing, distribution and transaction system for both the developer and the user so that the user can get what they want.
我不知道用户需要 23 个分销渠道。我认为他们想要的是尽可能多的优秀应用程序。我们所尝试做的是为开发者和用户构建一个无摩擦的营销、分销和交易系统，以便用户能够获得他们想要的东西。
苹果应用商店有搜索也有推荐，品类上的扩展是早晚的事。
It’s a lot of work. I don’t know if other people will try to do it. I don’t think it’s about how many of the distribution systems you have. I think it’s about how many great apps you have. We think we’ll attract great developers to write great apps because our platform is so advanced, they can write way better apps on an iPhone than any other mobile device.
这是一项艰巨的工作。我不知道其他人是否会尝试去做。我认为这与你拥有多少分发系统无关。我认为这与你拥有多少优秀的应用程序有关。我们认为我们会吸引优秀的开发者来编写优秀的应用，因为我们的平台非常先进，他们可以在 iPhone 上编写比任何其他移动设备更好的应用。
When they get done, we have this frictionless marketing distribution transaction engine where they can get them right in front of the customer’s eyes.
当他们完成时，我们拥有这个无摩擦的营销分发交易引擎，他们可以将其直接展示在客户面前。
MR. WINGFIELD: How important is exclusivity when it comes to these apps?
温菲尔德先生： 在这些应用中，排他性有多重要？
MR. JOBS: We don’t have exclusivity with any developer.
乔布斯先生：我们没有与任何开发者要求排他性。
MR. WINGFIELD: But the...
温菲尔德先生：但是...
MR. JOBS: We have an app. We haven’t asked for exclusivity.
乔布斯先生：我们有应用。我们没有要求排他性。
MR. WINGFIELD: No, I realize that, but do you think at any point the appeal of iPhone will be you can get apps that you can’t get anywhere else?
温菲尔德先生：我意识到这一点，但你认为在某个时候 iPhone 的吸引力将会是你能获得其他地方没有的应用吗？
MR. JOBS: I think that’s true right now.
乔布斯先生：我认为这在现在是正确的。
MR. WINGFIELD: Because the platform’s more powerful?
温菲尔德先生：因为这个平台更强大吗？
MR. JOBS: Yeah, I think that’s true today. That’s what’s attracting all the developers. They can develop apps for iPhone that they could never develop on another platform. Developers are saying this, you’ve heard this. Our job is to stay ahead.
乔布斯先生： 是的，我认为今天确实如此。这就是吸引所有开发者的原因。他们可以为 iPhone 开发他们在其他平台上无法开发的应用程序。开发者们都在这么说，你也听说过。我们的工作是保持领先。
MR. WINGFIELD: What do you think this is going to mean for developers if you’re out there building software today, not necessarily mobile software, but can you look at this as a pure market for the PC and Mac market in terms of the revenue opportunity? Is it bigger?
温菲尔德先生： 如果你今天在开发软件，不一定是移动软件，你认为这对开发者意味着什么？你能否将其视为 PC 和 Mac 市场的纯市场，从收入机会的角度来看？它会更大吗？
MR. JOBS: Let me characterize what I’ve seen with my own eyes that’s happened in the last 90 days. I’ve seen one- or two-person teams develop amazing applications and they’re ready to go in less than 90 days, and that are up on the App Store—we’re running an average of 48 hours after submission and they’re up in the store. 48 hours after they submit, they are in front of millions and millions of customers.
乔布斯先生：让我描述一下我亲眼所见的过去 90 天发生的事情。我看到一两个人的团队开发出令人惊叹的应用程序，他们在不到 90 天的时间里就准备好了，并且已经上架到 App Store——我们在提交后平均 48 小时内就能上线。提交后 48 小时，他们就能在数百万客户面前展示。
MR. WINGFIELD: How automated is that process?
温菲尔德先生： 这个过程自动化程度有多高？
MR. JOBS: It’s reasonably automated. We do look at the apps, though. There are humans involved.
乔布斯先生： 这相对是自动化的。不过我们确实会查看应用程序。这里面有人工参与。
MR. WINGFIELD: There are humans that can tell if there’s something funky code-wise, if it’s going to do a bad thing?
温菲尔德先生： 有些人能够判断代码是否有问题，如果它会导致不好的结果吗？
MR. JOBS: We run tools on them, and we also look at them. I think we’ll be getting better at that over time.
乔布斯先生：我们对它们进行工具操作，同时也观察它们。我认为随着时间的推移，我们会在这方面变得更好。
MR. WINGFIELD: Are there people who can’t get their apps up and are frustrated by that, do you think?
温菲尔德先生：你认为有一些人无法上传他们的应用并因此感到沮丧吗？
MR. JOBS: We’ve had a few apps submitted that I don’t think will ever be on the store anymore.
乔布斯先生： 我们收到了一些应用程序的提交，我认为它们将永远不会出现在商店里。
MR. WINGFIELD: [laughs] Why?
温菲尔德先生： [笑] 为什么？
MR. JOBS: We’re not putting porn up. We have some editorial limits. We think we’re really reasonable, but there are certain places we don’t want to go.
乔布斯先生：我们不会发布色情内容。我们有一些编辑限制。我们认为我们的限制非常合理，但有些地方我们不想涉足。
MR. WINGFIELD: You’re saying that you’re describing what you’re seeing with your own eyes?
温菲尔德先生：你是在说你用自己的眼睛看到的东西吗？
MR. JOBS: Yeah. We’ve seen teams of one, two people in 90 days make a great app, that you could never make on a mobile device before, submit it in 48 hours. It’s up in front of millions and millions of customers with a full, robust, digital, wireless delivery system and transaction system and everything all done for them.
乔布斯先生： 是的。我们看到一两个人的团队在 90 天内制作出一个伟大的应用程序，这是以前在移动设备上无法实现的，并在 48 小时内提交。它展示给数百万客户，配备了完整、强大的数字无线交付系统和交易系统，所有一切都为他们完成。
They’re collecting checks 30 days later. By the way, we give them really good reporting too, unlike anything they’ve gotten before, because we develop extremely good reporting for the music industry in Hollywood and things like that.
他们在 30 天后收款。顺便说一下，我们也为他们提供非常好的报告，这与他们之前得到的任何东西都不同，因为我们为好莱坞的音乐行业等开发了极好的报告。
MR. WINGFIELD: How quickly do they get reports? Is it a weekly occurrence?
温菲尔德先生：他们多久能收到报告？这是每周发生一次吗？
MR. JOBS: They get reports, I believe weekly, yeah. Actually no, it’s a website that they can log into. They might be able to log into it daily. I don’t know. Hold on. I’ll find out real quick.
乔布斯先生：我相信他们每周会收到报告，是的。实际上不，是一个他们可以登录的网站。他们可能每天都能登录。我不知道。等一下。我会很快查出来。
[Mr. Jobs calls Apple executive Eddy Cue] Hi, Eddy. How often can developers check in to get their reports? Daily? Got it, thanks, all right. Bye, bye. They can check into it whenever they want. It updates once a day. It’s every developer, not just the big ones.
[乔布斯先生拨打苹果高管艾迪·库的电话] 嗨，艾迪。开发者多久可以查看他们的报告一次？每天吗？明白了，谢谢，好的。再见。他们可以随时查看。它每天更新一次。适用于每个开发者，而不仅仅是大公司。
MR. WINGFIELD: Can you tell me a little bit about how you’ve had, since this has blown away your expectations, off the charts success, have you had to do things differently internally to keep up with this demand?
温菲尔德先生：你能告诉我一些关于自从这超出了你的预期，取得了非凡的成功以来，你是否需要在内部做出不同的调整以跟上这种需求吗？
MR. JOBS: Sure.
乔布斯先生：当然。
MR. WINGFIELD: Like what for instance?
温菲尔德先生：例如，是什么？
MR. JOBS: As an example, Apple’s worked with developers for over 30 years. We think we understand some of the things that we can do to help. We’ve got a developer relations group that’s been working with developers on Mac OS X for many years that’s hundreds of people. We created a special group to work with developers on these new iPhone apps.
乔布斯先生： 举个例子，苹果与开发者合作已有超过 30 年。我们认为我们理解一些可以做的事情以提供帮助。我们有一个开发者关系团队，已经在 Mac OS X 上与开发者合作多年，团队有数百人。我们创建了一个特别小组来处理这些新的 iPhone 应用的开发者。
We created a special team also to vet the apps once they’re submitted. We’ve been able to staff up those teams to greater levels than we originally anticipated like that, just by moving people over here.
我们还成立了一个特别团队来审核提交的应用程序。通过将人员调动到这里，我们能够将这些团队的人员配置提升到比最初预期更高的水平。
MR. WINGFIELD: Moving them from Mac?
温菲尔德先生：从 Mac 转过来？
MR. JOBS: Yeah, as an example.
乔布斯先生： 是的，作为一个例子。
MR. WINGFIELD: Are those permanent moves?
温菲尔德先生： 那些是永久性调动吗？
MR. JOBS: We’ll backfill. We’ll obviously hire. For the time being, we can just move lots of people over.
乔布斯先生：我们会补充人员。显然，我们会招聘。暂时，我们可以将很多人调动过来。
MR. WINGFIELD: Can you say what percentage of the staffing you’re at in the iPhone group compared to Mac?
温菲尔德先生：你能说一下你在 iPhone 团队的人员配置与 Mac 相比的百分比吗？
MR. JOBS: I don’t know.
乔布斯先生：我不知道。
MR. WINGFIELD: Ballpark. Are we talking hundreds of people also for iPhone, or is it dozens?
温菲尔德先生：大致估计。我们谈的是 iPhone 是否有数百人，还是仅仅几十人？
MR. JOBS: No, I think you’re talking probably on the order of...well, to do which job?
乔布斯先生：不，我认为你谈论的人员编制大概在...那么，要做哪项工作呢？
MR. WINGFIELD: You said there’s the vetting and then there’s the potential helping and...
温菲尔德先生： 你说过审核，然后还有帮助和...
MR. JOBS: Yeah, developer relations. Developer relations is, for iPhone, we’ve been building that for a while. That’s somewhere between one and two hundred people. The vetting process is dozens. I don’t know how many exactly, but it’s dozens.
乔布斯先生： 是的，开发者关系。iPhone 的开发者关系团队，我们已经建立了一段时间。这个团队有大约一到两百人。审核流程的人员编制是几十人。我不确切知道，但就是几十人。
MR. WINGFIELD: It’s not an insignificant number of people compared to Mac. In other words...
温菲尔德先生：与 Mac 相比，虽然不是微不足道的人数，但仍然是个相当可观的数字。
MR. JOBS: Correct. This is a really big deal. This is a really big deal.
乔布斯先生：没错。这是非常重要的事情。这是一件非常重要的事情。
MS. COTTON: They’re helping the developers.
MS. COTTON: 他们正在帮助开发者。
MR. JOBS: Yeah, of course.
乔布斯先生： 是的，当然。
MS. COTTON: A lot of times, the developer will submit. They’ll have a problem. They’ll help them through it. They give [inaudible 31:44] .
MS. COTTON: 很多时候，开发者会提交。他们会遇到问题。他们会帮助他们解决。他们给[听不清 31:44]。
MR. JOBS: We help put processes together for them, that are developer friendly and stuff. We understand developers pretty well and want to help them be successful.
乔布斯先生： 我们帮助他们整合流程，使其对开发者友好等。我们对开发者有很好的理解，并希望帮助他们取得成功。
MR. WINGFIELD: Do you know roughly what the number of Mac applications sold or downloaded is compared to...I’m just wondering if there is some comparison.
温菲尔德先生：你大致知道 Mac 应用的销售或下载数量与...我只是想知道是否有任何比较。
MR. JOBS: There’s no central place, so I don’t know. I know compared to the mobile industry, we’re probably, of the apps downloaded in the last 30 days, I would imagine we’re 95% of them.
乔布斯先生：没有综合统计数据，所以我不知道。我知道与移动行业相比，我们可能占了过去 30 天下载的应用的 95%。
MR. WINGFIELD: You’re a relatively small installed base compared to some of these other platforms.
温菲尔德先生：你在安装基数上仍然相对较小，相较于其他平台。
MR. JOBS: Most of these other platforms, you can’t really run apps on.
乔布斯先生： 大多数其他平台上，你实际上无法运行应用程序。
MR. WINGFIELD: Windows Mobile, you can. There’s a lot of Windows Mobile phones, right?
温菲尔德先生： Windows Mobile 可以。有很多 Windows Mobile 手机，对吧？
MR. JOBS: Yeah.
乔布斯先生： 是的。
MR. WINGFIELD:Nokia phones, aren’t they...
温菲尔德先生：诺基亚手机，不是吗...
MR. JOBS: Not most of them, no. You could run these little Java games, but they’re so bad that nobody really does.
乔布斯先生： 不是大多数人，不。你可以运行这些小的 Java 游戏，但它们太糟糕了，以至于没有人真正去玩。
MR. WINGFIELD: Do you think that the competition is responding to your success on the app side in some visible way?
温菲尔德先生：你认为竞争对手在某种明显的方式上对你在应用程序方面的成功做出了回应吗？
MR. JOBS: Well, our theory on iPhone is that phone differentiation used to be about radios and antennas and things like that. We think going forward, the phone of the future will be differentiated by software.
乔布斯先生： 好吧，我们对 iPhone 的理论是，手机的差异化曾经是关于无线电和天线之类的东西。我们认为，未来的手机将通过软件来实现差异化。
That was our theory going into this market, that we were reasonably good at creating innovative software and that we could leverage a tremendous amount of software that we’ve been working on for the last decade and actually put it in a mobile device.
我们的理论是，我们在进入这个市场时，认为我们在创造创新软件方面相当出色，并且我们可以利用过去十年中开发的大量软件，实际上将其放入移动设备中。
The phone of the future will be differentiated by software.
未来的手机将通过软件来区分。
The core OS X, a UNIX operating system, all the graphics know-how, all the communications know-how, all the email know-how, and just all that, all the user interface know-how, we could bring that to bear on a phone.
核心的 OS X，一个 UNIX 操作系统，所有的图形技术，所有的通信技术，所有的电子邮件技术，以及所有这些，所有的用户界面技术，我们可以将这些应用到手机上。
The App Store is just one more example of software. It’s just like the iPod. It’s software on the device. It’s software in the cloud, in the backend service. So to compete with it, one needs a platform that’s capable of writing really good software on.
App Store 只是软件的一个例子。它就像 iPod 一样。它是设备上的软件。它是云端的，后端服务中的软件。因此，要与之竞争，需要一个能够编写真正优秀软件的平台。
Then one needs to be able to put together a whole system with a backend cloud, App Store, and the client, but then also sell developers that the phone itself has good enough software that’s worth writing apps on.
然后，需要将整个系统结合起来，包括后台云、应用商店和客户端，还需要向开发者宣传，手机本身的软件足够优秀，值得开发应用。
MR. WINGFIELD: Isn’t that the vision Google has as well though, with Android?
温菲尔德先生：不过，谷歌在 Android 上难道不是也有这样的愿景吗？
MR. JOBS: We’ll see. We’ll see what kind of apps they get.
乔布斯先生：我们拭目以待。我们看看他们会得到什么样的应用。
MR. WINGFIELD: Symbian? Nokia has now made some moves with respect to Symbian. Do you think that people are recognizing the increased importance of software as it could promote mobile devices?
温菲尔德先生：Symbian？诺基亚现在已经对 Symbian 做出了一些调整。你认为人们是否意识到软件的重要性在提升，以促进移动设备的发展？
MR. JOBS: Clearly, but recognizing it and delivering it are two different things.
乔布斯先生： 显然，认识到这一点和付诸实践是两回事。
MR. WINGFIELD: Are there any other statistics that you think I should ask you about right now, that I haven’t asked you?
温菲尔德先生： 你认为还有其他统计数据我应该询问的吗，目前我还没有问到的？
MR. JOBS: There’s only one other thing that’s interesting to me, which is that as you mentioned, the largest category of apps, by no means the majority, but the largest category of apps is games.
乔布斯先生：还有一件我觉得有趣的事情，就是正如你提到的，最大的应用类别，尽管绝不是多数，但最大的类别是游戏。
You’ve got everything from games to medical software to business analytics software to all sorts of stuff on it, but games is the single biggest category. I did dig up some information on the mobile gaming market for myself.
你拥有从游戏到医疗软件、商业分析软件以及各种其他东西，但游戏是最大的类别。我为自己挖掘了一些关于移动游戏市场的信息。
Also, I’ll share it with you. 20 million handheld gaming players are expected to be sold this holiday season, for about $3 billion in revenues.
我还会与你分享。预计这个假期将售出 2000 万台手持游戏机，收入约为 30 亿美元。
MR. WINGFIELD: 20 million handheld gaming devices.
温菲尔德先生： 2000 万台手持游戏设备。
MR. JOBS: Players.
乔布斯先生： 游戏机。
MR. WINGFIELD: Players, mobile phones?
温菲尔德先生：游戏机，移动电话？
MR. JOBS: No. This is the No. 1 and 2 are the Nintendo DS and the Sony PSP. We’ve got two contenders for that. We’ve got the iPhone, which costs zero if you have it as a phone, zero incremental to have it as a game player. Then we’ve got the iPod touch, which currently sells for $299, but who knows what could happen over time there.
乔布斯先生：不。这是第一和第二名是任天堂 DS 和索尼 PSP。我们有两个竞争者。我们有 iPhone，如果你把它当作手机，零成本，作为游戏机使用也没有额外成本。然后我们还有 iPod touch，目前售价 299 美元，但谁知道未来会发生什么。
On the Nintendo and Sony, the average game title, at the street level, costs $30. Our average game title’s less than 10, some are free. It’s delivered instantly right on your device, which of course is not the case with these other guys.
在任天堂和索尼平台上，单个游戏平均的市场售价为 30 美元。我们的单个游戏平均不到 10 美元，有些是免费的。它会立即在您的设备上交付，而这当然不是其他公司的情况。
I actually think the iPhone and the iPod touch may emerge as really viable devices in this mobile gaming market this holiday season.
我实际上认为，iPhone 和 iPod touch 可能在这个假期市场上崭露头角，成为真正有竞争力的设备。
MR. WINGFIELD: Is there anything that you’re doing to market those capabilities for the...?
温菲尔德先生：你们为这些能力做了什么来进行市场营销吗？
MR. JOBS: Not yet.
乔布斯先生：还没有。
MR. WINGFIELD: I’m not going to start seeing you at E3?
温菲尔德先生：我不会在 E3 见到你吗？
MR. JOBS: No.
乔布斯先生：不。
MR. WINGFIELD: Do you think we should look for advertising that stresses this message?
温菲尔德先生：你认为我们应该期待一些强调这个消息的广告吗？
MR. JOBS: I don’t know. I just find it very interesting.
乔布斯先生：我不知道。我只是觉得这非常有趣。
MR. WINGFIELD: Is gaming something that Apple has a lot of experience with, do you think?
温菲尔德先生：游戏是苹果的强项吗，你认为？
MR. JOBS: No, I don’t, except that we sure delivered a lot of games in the last 30 days.
乔布斯先生：不，我不这么认为，除了我们在过去 30 天内提供了大量游戏。
MR. WINGFIELD: Nintendo’s a company that’s firing on all cylinders.
温菲尔德先生：任天堂是一家表现非常出色的公司。
MR. JOBS: Yeah, they’re doing great.
乔布斯先生： 是的，他们做得很好。
MR. WINGFIELD: You guys are the upstarts in the games market here.
温菲尔德先生：你们是游戏市场的新秀。
MR. JOBS: We’re not even in the game, I’m just noting this as an interesting thing.
乔布斯先生： 我们甚至不在游戏中，我只是认为这很有趣。
MR. WINGFIELD: Was this thing even something that you thought when you were building this iPhone app business, the infrastructure for it, that, shoot, games is going to be the killer third-party app?
温菲尔德先生：你在建立这个 iPhone 应用程序业务的基础设施时，是否曾想过，这个东西，哎，游戏会成为杀手级的第三方应用？
MR. JOBS: No, we thought games would be a part of it, but I’ve always been excited about Epocrates and some of the medical apps. There’s people that are excited about this category, that category.
乔布斯先生：不，我们认为游戏会是其中的一部分，但我对 Epocrates 和一些医疗应用一直很兴奋。有些人对这个类别感到兴奋，另一些人对那个类别感到兴奋。
MR. WINGFIELD: I think you guys have said that you see the iPod that’s sort of stand-alone MP3 player evolving into a wireless-enabled device.
温菲尔德先生：我想你们已经说过，你们看到 iPod 从独立的 MP3 播放器演变为无线设备。
MR. JOBS: I think there’s going to be two kinds of devices in the music space. One is going to be just the pure evolved music device. People want it for music, maybe music videos, maybe occasional movie, but they really want it for music.
乔布斯先生：我认为音乐领域将会有两种设备。一种将是纯粹的音乐设备。人们希望用它听音乐，也许看音乐视频，甚至偶尔看电影，但他们真正想要的是音乐。
That would be a device that just keeps evolving, getting better.
那将是一个不断进化、变得更好的设备。
MR. WINGFIELD: Certain apps drain the battery life quickly. Have you give any reaction to that?
温菲尔德先生：某些应用程序会迅速耗尽电池寿命。你对此有任何反应吗？
MR. JOBS: It’s not that certain apps drain the battery life. It’s that if you sit around playing apps all day, you will use up the battery. [laughs] If you want to use apps all day, the battery life on here is over five hours of talk time and browse time and everything else.
乔布斯先生：并不是某些应用程序耗尽了电池寿命。问题在于，如果你整天玩应用程序，你会耗尽电池。[笑] 如果你想整天使用应用程序，这里的电池寿命超过五小时的通话时间和浏览时间以及其他所有功能。
If you want to use it for 10 hours a day, then you’re going to burn through that battery after about five. You’ll have to recharge it during the day or use it...
如果你想每天使用 10 个小时，那么大约五个小时后你就会耗尽电池。你需要在白天充电或者使用它...
MR. WINGFIELD: There’s been some discussion with the iPod, the fact that you invest all this money in music from iTunes. The only mobile device it works on is your iPod or your iPhone and that that somehow might keep people locked in to your platform.
温菲尔德先生：关于 iPod 有一些讨论，您在 iTunes 上投资了这么多音乐。唯一可以使用的移动设备是您的 iPod 或 iPhone，这可能会让人们被锁定在您的平台上。
I’m sure you would dispute that that’s part of Apple’s goal, but would you agree that when you invest in these apps as a consumer for iPhone that the switching cost will increase, that you retain people?
我相信你会反驳这并不是苹果的目标，但你是否同意，当你投资于 iPhone 的应用时，消费者的转换成本会增加，进而留住他们？
MR. JOBS: It’s just like if you buy a Windows computer and you buy a suite of apps for Windows. It’s harder for us to switch it to a Mac because you have to change your software. We run across that all the time as a switching...
乔布斯先生：这就像你买了一台 Windows 电脑，然后为 Windows 购买了一套应用程序。要切换到 Mac 会更困难，因为你必须更改软件。我们在切换时总是遇到这个问题……
MR. WINGFIELD: Can you talk at all about what you see for the coming year in terms of new apps? Do you have a number of apps that you expect to be up on the App Store by a particular date?
温菲尔德先生：你能谈谈你对未来一年新应用的看法吗？你是否有一些应用预计会在特定日期之前上架应用商店？
MR. JOBS: I would not trust any of our predictions because reality has so far exceeded them by such a great degree that we’ve been reduced to spectators just like you, watching this amazing phenomenon and just doing our best to try to help everybody get their apps done and get them on the store.
乔布斯先生： 我不会相信我们任何的预测，因为现实迄今为止已经远远超出了这些预测，以至于我们被迫成为像你一样的旁观者，观看这一惊人的现象，并尽力帮助每个人完成他们的应用程序并将其上架。
MR. WINGFIELD: What third-party apps are you using on your iPhone?
温菲尔德先生： 您在您的 iPhone 上使用哪些第三方应用程序？
MR. JOBS: I bought some games. Yelp. I like Yelp. I bought Mandarin. You know Mandarin Phrase? Have you seen that?
乔布斯先生：我买了一些游戏。Yelp。我喜欢 Yelp。我买了 Mandarin。你见过那个吗？
MR. WINGFIELD: No.
温菲尔德先生：不。
MR. JOBS: This one’s cool. It’s a Mandarin audio phrasebook. This would be great if you were at the Olympics today. I’ve got the New York Times app. The Wall Street Journal doesn’t have an app. [laughter] I’ve got Epocrates, I’ve got Anatomy. You’ve seen the Netter’s Anatomy, right?
乔布斯先生： 这个很酷。它是一个普通话音频短语书。如果你今天在奥运会上，这个非常有用。我有纽约时报的应用。华尔街日报没有应用。[笑] 我有 Epocrates，有 Anatomy。你见过 Netter 的解剖图吗？
MR. WINGFIELD: Yeah, that’s the one with all the colorful illustrations.
温菲尔德先生：是的，那是一本有很多彩色插图的书。
MR. JOBS: Yeah, I’ve had their book forever, and I love anatomical drawings. I’ve got Facebook, I’ve got Units, I’ve Sudoku. I’ve got a great Sudoku game, which I’m actually getting pretty good at. I’ve got Bloomberg. The Facebook app’s pretty cool. A lot of people are using it.
乔布斯先生：是的，我一直有他们的书，我喜欢解剖图。我有 Facebook，我有 Units，我有数独。我有一个很棒的数独游戏，实际上我已经变得相当不错了。我有彭博社。Facebook 应用程序非常酷。很多人都在使用它。
MR. WINGFIELD: Facebook is doing an app for BlackBerry.
温菲尔德先生： Facebook 正在为 黑莓 开发一个应用程序。
MR. JOBS: Yeah, but if you go talk to them, the best one by far is on the iPhone, so I’ll take that.
乔布斯先生： 是的，但如果你去和他们谈，最好的无疑是在 iPhone 上，所以我会选择那个。
MR. WINGFIELD: How much of the traffic to a site like Facebook might come from iPhone? How any of these guys...because I know Google I think has talked about iPhone being the No. 1, by far, mobile search product.
温菲尔德先生：你认为 Facebook 网站的流量中有多少来自 iPhone？我知道谷歌谈到 iPhone 是迄今为止的第一款移动搜索产品。
MR. JOBS: By far. And bought mobile maps and everything, Facebook would tell you. I believe if you talked to Facebook they would also tell you some statistics that are similar to that on the iPhone Facebook app.
乔布斯先生： 毫无疑问。并购买了移动地图等，Facebook 会告诉你。如果你和 Facebook 聊天，他们也会告诉你一些类似的统计数据，关于 iPhone Facebook 应用。
MR. WINGFIELD: If you looked at overall traffic...
温菲尔德先生：如果你查看整体流量...
MR. JOBS: How serious will mobile be relative to desktop is your question.
乔布斯先生： 您的问题是，移动设备相对于桌面设备将有多重要。
MR. WINGFIELD: Yeah.
温菲尔德先生：是的。
MR. JOBS: I think there are a lot of people and I’m one of them who believe that mobile’s going to get quite serious because there are things you can do...Obviously, mobile’s with you all the time, but there’s services you can provide with mobile that obviously are not relevant on a desktop, such as location-based services integrated into your application.
乔布斯先生：我认为有很多人，而我就是其中之一，相信移动将会变得相当重要，因为有一些事情你可以做...显然，移动设备随时都在你身边，但有一些服务可以提供的移动服务显然在桌面上并不相关，比如集成到应用中的基于位置的服务。
They can be mighty useful and we’re just at the tip of that. That’s going to be huge, I think.
它们可能非常有用，而我们只是刚刚开始。我认为这将是巨大的。
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