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There was no vision of there's going to be an iPod, then an iPhone, then an iPad.
我們一開始并不知道后來(lái)會(huì)出現(xiàn)iPod iPhone和iPad
However, there was a vision that we're going to be more consumer,
不過(guò) 我們對(duì)公司的大方向十分明確
more of a consumer electronics company.
我們要成為一個(gè)消費(fèi)性電子產(chǎn)品公司
This is our store, and the store is divided into four parts.
這就是我們的店 它由四部分組成
The first quarter of the store has our home section...
第一部分是我們的家庭區(qū)域
Apple was on its way to becoming a global phenomenon.
蘋果文化正在逐漸地成為一種全球性現(xiàn)象
Wanting to build a consumer electronics company,
想要成為消費(fèi)性電子產(chǎn)品公司
the next step was to go into consumer electronics stores, Apple style,
下一步就是要設(shè)立消費(fèi)性電子產(chǎn)品商店
with shops designed to match the products in them.
與蘋果產(chǎn)品風(fēng)格相匹配的商店
What's interesting about Apple's move into retail
有趣的是 蘋果進(jìn)軍零售業(yè)的方式
is it wasn't so much Apple opening up a shop,
并不只是單單開設(shè)一個(gè)商店
but rather Apple opening up its experience
而是要給人們帶來(lái)一種全新的經(jīng)歷
and allowing people to buy Apple products in the kind of style,
讓顧客感受到獨(dú)屬于蘋果的購(gòu)買體驗(yàn)
in the kind of environment, that actually really suited that brand.
和獨(dú)屬于蘋果的購(gòu)買環(huán)境
Every facet of the way the stores look was influenced by Steve Jobs.
史蒂夫連店面設(shè)計(jì)的細(xì)節(jié)都親力親為
He even held the American patent for the design of the glass stairs.
他甚至是蘋果店玻璃樓梯的專利持有者
The fact that Steve Jobs was a sort of hippy control freak was an extraordinary collision,
史蒂夫·喬布斯身上嬉皮士的和控制狂的特質(zhì)看似矛盾
but it's worked absolutely brilliantly for Apple,
但在蘋果的經(jīng)營(yíng)上 兩者相得益彰
which is you've got this impression of hippy chic and relaxed and everything else,
使得蘋果看似自由不羈 充滿了嬉皮風(fēng)格
whereas actually this organisation is one of the most controlled organisations in the world.
卻又秩序井然 有條不紊 實(shí)為管理森嚴(yán)的大企業(yè)
Apple boasts some of the world's most profitable retail space,
蘋果店是世界上盈利最高的店鋪之一
but the shops are about far more than selling products.
但蘋果店的意義遠(yuǎn)不僅是商店而已
An Apple Store is a temple to a belief system.
它代表著一個(gè)信仰的殿堂
They conform to the structure of a religion.
其結(jié)構(gòu)與宗教場(chǎng)所一一對(duì)應(yīng)
They have the objects of veneration, the phone, the tablet,
手機(jī)和平板電腦如同祭品
they have a powerful priesthood.
能干的店員如同祭司
They have a congregation of people who belong and who believe in Apple,
蘋果的粉絲如同寺廟朝拜的信徒
but ultimately they have the Messiah, the religious leader,
最重要的是 他們有一個(gè)救世主 也就是宗教領(lǐng)袖
the late Steve Jobs.
過(guò)世的史蒂夫·喬布斯
