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Apple's ethos, defined by that Think Different slogan,
蘋果“非同凡想”的企業精神
turned out to be a remarkably valuable business philosophy.
是一種很有價值的經營理念
It had helped the company reinvent computing and retailing,
它幫助公司徹底改造了計算機行業和零售業
and next it would take Apple to yet another revolutionary endeavour.
并即將帶領蘋果走向另一個革命性的領域
Steve Jobs was one of those people who recognised that, in the digital age, content would be key.
史蒂夫·喬布斯注意到 在數字化時代 豐富的內容至關重要
The iPod was designed to be a way to synchronise your music
iPod的設計理念
from your computer to get it into your pocket.
是要把你電腦里的音樂放進你的口袋
It was after the success of the iPod that Apple said there's a market for us to sell music,
iPod取得成功后 蘋果發現它可以在音樂市場也占有一席之地
but that was not the original plan.
但這不在原本的計劃內
While Jobs needed music for the iPod,
當喬布斯需要為iPod創建音樂市場時
the music industry had a problem of its own.
唱片工業本身正面臨著難題
The rise of file-sharing websites like Napster was threatening the way the industry made money.
Napster等文件共享網站的崛起 對這個行業產生了莫大的威脅
So you went from a world in which you had to go buy stuff in a store
在這個時代 人們已經不再需要花錢去店里買唱片了
to a world in which you had this cloud of music
網絡上海量的共享資源
that was, in effect, an unlimited source of free music,
就是一個免費的無限量音樂庫
which was a very threatening idea to the music industry.
這對唱片公司來說如同晴天霹靂
Faced with this crisis, the record industry had tried to close Napster down
面對這樣的困境 唱片公司試圖叫停Napster
and sue people who downloaded music for free.
并指控那些免費下載音樂的用戶
They were alarmed by Apple's iPod.
但iPod卻給他們帶來了更大的危機感
The record labels were very unhappy with that and felt that,
唱片廠商開始感到恐慌
only because Napster was hard to use, could the music survive,
他們認為 由于Napster操作復雜 自己或許還能茍延殘喘
and here was Apple coming out with a digital music product
但蘋果推出的新數碼產品簡單易用
that was easy to use and was going to make it much more popular.
又成為了潮流所趨 是一個更大的威脅
