評論
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We Did iTunes Because We All Love Music
我們之所以去做iTunes是因為我們都熱愛音樂
Let’s start with the birth of the iPhone.
我們先從iPhone的起源談起吧，
How did you get the idea to create it?
您是怎么想到發明它的？
We all had cellphones.
我們都用過手機。
We just hated them, they were so awful to use.
我們都不喜 歡用手機，因為它們并不好用。
The software was terrible.
軟件爛得一塌糊涂，
The hardware wasn’t very good.
硬件也不怎么樣。
We talked to our friends, and they all hated their cellphones too.
我們和朋友聊天，他們也都非常痛恨自己的手機。
Everybody seemed to hate their phones.
似乎每個人都痛恨自己的手機。
And we saw that these things really could become much more powerful and interesting to license.
于是我們覺得，這些東西完全可以變得更加強大，擺出來也會很有意思。
It’s a huge market.
這是一個巨大的市場，
I mean a billion phones get shipped every year,
我是說每年有10億部手機被賣掉，
and that’s almost an order of magnitude greater than the number of music players.
這單生意在數量上可比音樂播放器龐大多了，
It’s four times the number of PCs that ship every year.
是每年個人電腦銷量的4倍。
It was a great challenge.
這是個巨大的挑戰。
Let’s make a great phone that we fall in love with.
我們要做出一款可以讓我們自己都一見鐘情的手機。
And we’ve got the technology.
我們手中有技術，
We’ve got the miniaturization from the iPod.
有源于iPod的微型制造工藝，
We’ve got the sophisticated operating system from Mac.
還有來自Mac電腦的精密操作系統。
Nobody had ever thought about putting operating systems as sophisticated as OS X inside a phone,
從未有人想過往手機里放進一個如OS X般精密的操作系統，
so that was a real question.
這看來確實是個問題。
We had a big debate inside the company whether we could do that or not.
關于我們能否做到這點，我們公司內部進行過激烈的討論。
And that was one where I had to adjudicate it and just say，“We，re going to do it. Let’s try.”
我不得不當機立斷地作出決定：“我們可以做到的。讓我們試試看吧。”
The smartest software guys were saying they can do it,
那些最聰明的軟件工程師說他們可以做得到，
so let’s give them a shot.
那么我們給他們這個機會。
And they did.
他們果然做到了。
How do Apple connected with its costumers?
蘋果和消費者之間的聯系是怎樣的？
We did iTunes because we all love music.
我們之所以去做iTunes，是因為我們都熱愛音樂。
We made what we thought was the best jukebox in iTunes.
我們在iTunes里做出了自認為是最好的自動唱片點唱機。
Then we all wanted to carry our whole music libraries around with us.
然后我們又都希望隨身攜帶全部的音樂資料庫。
The team worked really hard.
研發團隊展開了非常艱辛的工作。
And the reason that they worked so hard is because we all wanted one.You know?
他們之所以這么賣命，就是因為我們都需要一個這樣的產品。你知道嗎？
I mean, the first few hundred customers were us.
我是說我們自己就是最早的那幾百個用戶。
It’s not about pop culture, and it’s not about fooling people,
這事兒和流行文化無關，和坑蒙拐騙無關，
and it’s not about convincing people that they want something they don’t.
和說服人們接受一件他們壓根兒不需要的東西也關。
We figure out what we want.
我們只是在搞明白我們需要什么而已。
And I think we’re pretty good at having the right discipline to think through
而且我認為，我們已經建立了一套良好的思維體系，
whether a lot of other people are going to want it, too.
其他許多人都會需要。
That’s what we get paid to do.
我們收了錢就是來做這件事的。
So you can’t go out and ask people, you know, what the next big thing.
所以你沒法走上大街去問別人下一件大事會是什么。
There’s a great quote by Henry Ford,right? He said,
亨利福特曾經有過一句名言：
“If I’d have asked my customers what they wanted, they would have told me A faster horse.”
“如果我當年去問顧客他們想要什么，他們肯定會告訴我‘一匹更快的馬’。”
What will affect your decision?
你根據什么作出決定，
How do you make your strategy?
怎樣制定發展戰略？
We do no market research.
我們從不作市場調研，
We don’t hire consultants.
我們不招顧問。
The only consultants I’ve ever hired in my 10 years is one firm to analyze Gateway’s retail strategy
這10年來我只請過一家公司 幫忙分析Gateway的零售策略，
so I would not make some of the same mistakes they made (when launching Apple’s retail stores).
以免犯下與他們一樣的錯誤（開設蘋果零售店時）。
But we never hire consultants, per se.
但是，我們本身是不招顧問的。
We just want to make great products.
我們只是想制做出偉大的產品。
When we created the iTunes Music Store,
我們之所以開發iTunes音樂商店，
we did that because we thought it would be great to be able to buy music electronically,
是因為我們覺得，能夠以電子方式購買音樂會相當了不起，
not because we had plans to redefine the music industry.
而不是因為我們計劃去重新定義音樂產業。
I mean, it just seemed like writing on the wall, that eventually all music would be distributed electronically.
我的意思是，就像在墻上寫字，音樂最終還是要通過電子化來發行，
That seemed obvious.
這很明顯。
The music industry has huge returns.
音樂產業擁有巨大的回報。
Why have all this overhead when you can just send electrons around easily?
如果你可以簡單地通過電子進行傳播，為什么還要多花那些冤枉錢呢？
