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Today, Apple is going to reinvent the phone, and here it is.
今天，蘋果要重新發(fā)明手機，就是這樣的。
No, actually here it is, but we're going to leave it there for now.
不，實際上它在這里，但我們先收起來不說它。
So, before we get into it, let me talk about a category of things.
所以，在我們開始之前，我先來說一說一個分類。
The most advanced phones are called smart phones, so they say.
市場上最先進的手機被稱為智能手機。
And they typically combine a phone plus some e-mail capability, plus they say it's the Internet.
它們通常是結(jié)合了電話和一些電子郵件功能，還有一些互聯(lián)網(wǎng)的功能。
It's sort of the baby Internet, into one device, and they all have these little plastic keyboards on them.
也可以說是初級互聯(lián)網(wǎng)的功能，這些都融入到一個有著塑料鍵盤的設(shè)備里。
And the problem is that they're not so smart and they're not so easy to use,
但問題是，它們并不怎么智能，使用起來也不太容易，
and so if you kind of make a Business School 101 graph of the smart axis and the easy-to-use axis,
所以如果你做一個商學院101圖表，一個軸是智能度，另一個軸是易于使用度，
phones, regular cell phones are right there, they're not so smart, and they're not so easy to use.
我們可以看到，一般的手機位于這個位置，它們并不是很智能，使用起來也不太容易。
But smart phones are definitely a little smarter, but they actually are harder to use. They're really complicated.
智能手機確實更智能一些，不過它們實際上更難以使用。非常的繁瑣。
Just for the basic stuff people have a hard time figuring out how to use them.
僅僅是一些基本的功能，人們通常都很難弄清楚如何使用。
Well, we don't want to do either one of these things.
這兩種情況都不是我們想要的。
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.
我們想要做的是一個飛越性的產(chǎn)品，它比任何移動設(shè)備都要智能，而且超級容易使用。
This is what iPhone is. OK?
這就是iPhone的位置。
So, we're going to reinvent the phone.
所以，我們要重新發(fā)明手機。
Now, we're going to start with a revolutionary user interface.
接下來，我們將從一個革命性的用戶界面開始。
It is the result of years of research and development, and of course, it's an interplay of hardware and software.
這是多年研究和開發(fā)的結(jié)果，當然，也是硬件和軟件的完美結(jié)合。
Now, why do we need a revolutionary user interface, I mean, here's four smart phones, right?
那么，為什么我們需要一個革命性的用戶界面呢，這里有四款智能手機。
Motorola Q, the BlackBerry, Palm Treo, Nokia E62 -- the usual suspects.
摩托羅拉Q、黑莓、Palm Treo、諾基亞E62--這些都是常見的機型。
And, what's wrong with their user interfaces?
它們的用戶界面有什么問題？
Well, the problem with them is really sort of in the bottom 40 there. It's this stuff right there.
它們的問題就在于下面40%的位置。就是這個東西。
They all have these keyboards that are there whether or not you need them to be there.
它們的鍵盤一直在這里，不管你是否需要它們。
And they all have these control buttons that are fixed in plastic and are the same for every application.
而且這些控制按鈕都是固定在塑料里，對于每個應(yīng)用程序來說都是固定不變的。
Well, every application wants a slightly different user interface, a slightly optimized set of buttons, just for it.
每個應(yīng)用程序都需要一個稍微不同的用戶界面，都需要一組優(yōu)化過的按鈕。
And what happens if you think of a great idea six months from now?
如果六個月后你想出了一個好點子，會怎么樣呢？
You can't run around and add a button to these things. They're already shipped. So what do you do?
你沒辦法來回地給這些東西添加一個按鈕。它們已經(jīng)發(fā)布了。那么你該怎么辦呢？
It doesn't work because the buttons and the controls can't change.
沒有用的，因為按鈕和控件不能改變。
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.
它們不能隨著應(yīng)用程序的不同而改變，如果將來你想在這個產(chǎn)品中加入另一個好點子，它們也無法改變。
