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  • Before we get a new iPhone,

    在我們拿到新iPhone之前。

  • we get an Apple keynote.

    我們得到一個蘋果的主題演講。

  • Tim Cook: We've got some really exciting things

    蒂姆-庫克我們有一些真正令人興奮的事情

  • to share with you,

    來與大家分享。

  • and we're gonna have some fun along the way.

    我們會有一些樂趣沿途。

  • Narrator: Apple has been holding this style

    旁白:蘋果公司一直保持著這種風格

  • of presentation for over 20 years.

    的介紹,20多年來。

  • But it isn't just showing new products;

    但它不僅僅是展示新產品。

  • it's telling a story.

    這是在講故事。

  • Over the years, the presentation has gotten flashier,

    這些年來,表現得越來越華麗。

  • but the story hasn't changed.

    但故事並沒有改變。

  • The keynotes always open with a video.

    主題演講總是以一段視頻開場。

  • Which conveys a theme or idea that the keynote echoes.

    這傳達了主旨呼應的主題或思想。

  • It's the introduction to the story.

    這是故事的介紹。

  • But it usually isn't about products.

    但它通常不是關於產品。

  • It's about imagination, accessibility,

    這就是想象力,無障礙。

  • or even New York City.

    甚至紐約市。

  • ♪ I happen to like New York

    我碰巧喜歡紐約

  • ♪ I happen to like this town

    我碰巧喜歡這個小鎮

  • Apple includes several more videos

    蘋果還包括幾個視頻

  • throughout its presentation.

    在其整個展示過程中。

  • These build suspense leading up to a product reveal.

    這些建立懸念,導致產品的揭示。

  • And make a product feel larger than life.

    並讓人感覺到產品大於生活。

  • Then, it's time for a history lesson.

    那麼,該上歷史課了。

  • Tim Cook takes the stage, says "good morning."

    蒂姆-庫克上臺,說 "早上好"。

  • Cook: Good morning.

    廚師。早晨好。

  • Narrator: And shows how Apple has been

    旁白:並展示了蘋果公司是如何

  • in your life for years.

    在你的生活中多年。

  • He also explains the positive impact Apple has had.

    他還解釋了蘋果公司產生的積極影響。

  • Part of that impact is growing communities.

    這種影響的一部分是壯大社區。

  • Apple products aren't presented as just computers or phones.

    蘋果的產品並不只是作為電腦或手機來呈現。

  • The devices bring people together.

    這些設備將人們聚集在一起。

  • And improve their lives.

    並改善他們的生活。

  • You might have also noticed that they exaggerate...a lot.

    你可能也注意到了,他們誇大了......很多。

  • Apple describes everything with superlatives.

    蘋果用超級形容詞來描述一切。

  • Just listen to this description of the Apple Watch.

    聽聽這段關於Apple Watch的描述就知道了。

  • That same segment says beautiful seven times.

    同樣的段子說了七次漂亮。

  • Repetitive exaggeration drives home Apple's message

    重複的誇張促使蘋果公司的資訊被傳遞出去

  • about a product.

    關於產品。

  • If a speaker keeps saying revolutionary,

    如果一個演講者一直說革命。

  • you walk away thinking this phone is revolutionary.

    你走的時候覺得這款手機是革命性的。

  • But you won't find too many specs in an Apple presentation.

    但你不會在蘋果的演示中找到太多規格。

  • Apple talks in percentages more often than specifics.

    蘋果公司用百分比說話的次數比具體內容多。

  • It's 40% lower power.

    它的功率降低了40%。

  • Phil Schiller: 40% more energy efficient.

    菲爾-席勒:節能40%。

  • Narrator: Or five times faster.

    旁白:或者快五倍

  • Tom Boger: Five times faster than before.

    Tom Boger:比以前快五倍

  • Narrator: You just need to know that this new version

    旁白:你只需要知道這個新版本

  • is better than the old one.

    是比舊的更好。

  • Schiller: The iPhone XS Max.

    席勒。iPhone XS Max。

  • Narrator: Apple doesn't spend time talking

    旁白:蘋果公司不花時間說話

  • about RAM or milliamps.

    關於RAM或毫安。

  • It prefers fancy marketing terms,

    它更喜歡花哨的營銷術語。

  • like Retina or 3D Touch.

    如Retina或3D Touch。

  • Then it improves on its own terms.

    然後根據自己的條件進行改進。

  • Plus to Max.

    加到最大。

  • Retina to Super Retina.

    視網膜到超級視網膜。

  • But it still manages to keep the message clear and simple,

    但它仍能保持資訊的清晰和簡單。

  • often using a single phrase per slide.

    往往每張幻燈片只用一個短語。

  • It also helps that Apple's presenters are experts

    蘋果公司的主持人都是專家,這也是有幫助的。

  • at keeping the audience engaged.

    在讓觀眾參與。

  • They tell you exactly what to think.

    他們告訴你到底該怎麼想。

  • Schiller: Well, you are going to be blown away

    席勒好吧,你會被吹走了。

  • with the pictures you can take with the iPhone XS's camera.

    與你可以用iPhone XS的相機拍攝的照片。

  • Jeff Williams: We think you're gonna love everything

    傑夫-威廉姆斯:我們認為你會喜歡的一切。

  • about the new displays on Series 4.

    關於4系列的新顯示器。

  • Schiller: We all love the cameras in our iPhone.

    席勒。We all love the cameras in our iPhone.

  • Narrator: And they talk in a conversational tone.

    旁白:他們以對話的口吻交談

  • Cook: Wasn't that a fun video?

    廚師。是不是一個有趣的視頻?

  • Narrator: It feels like a small presentation

    旁白:感覺就像一個小型的演講

  • you were invited to.

    你被邀請去。

  • Not a livestream that millions are watching.

    不是一場直播,千萬人在看。

  • Apple's keynotes started a trend

    蘋果的主題演講掀起了一股潮流

  • that many other tech companies have followed.

    的,許多其他科技公司也紛紛效仿。

  • But companies like Google and Samsung aren't nearly

    但像谷歌和三星這樣的公司還沒有近乎於

  • as effective as Apple.

    和蘋果一樣有效。

  • Compare the introduction of the Galaxy Note 10

    對比Galaxy Note 10的介紹

  • to the iPhone XS.

    到iPhone XS。

  • Drew Blackard: The Note 10 is built for a new generation.

    德魯-布萊克德。Note 10是為新一代而生的。

  • It's a generation that's reshaping everything

    這一代人正在重塑一切。

  • about how we work and how we live.

    關於我們的工作和生活方式。

  • These days, we're catching up on work email one minute

    這幾天,我們一會兒在追趕工作的郵件

  • and gaming with friends the next.

    並在接下來和朋友們一起遊戲。

  • The line between work and play has pretty much disappeared.

    工作和娛樂之間的界限已經消失得差不多了。

  • And that means we need technology

    這意味著我們需要技術

  • that can seamlessly flow between the two.

    可以在兩者之間無縫銜接的。

  • Schiller: I am so excited to tell you all about iPhone XS.

    席勒:我很興奮地告訴大家iPhone XS的情況。

  • It is made of a surgical-grade stainless steel.

    它是由外科級不鏽鋼製成的。

  • It has a gorgeous new gold finish,

    它有一個華麗的新的金飾。

  • on the front and on the glass.

    在正面和玻璃上。

  • It is the most beautiful iPhone we have ever made.

    它是我們做過的最漂亮的iPhone。

  • Narrator: Apple is specific.

    旁白:蘋果是具體的。

  • It shows instead of just telling.

    它顯示而不只是告訴。

  • And you're made to believe

    而你被逼著相信

  • this is the most beautiful iPhone ever

    這是有史以來最漂亮的iPhone

  • because of Phil Schiller's delivery.

    因為菲爾-席勒的傳遞。

  • Samsung tries to be everything at once,

    三星試圖同時成為一切。

  • and the message gets lost.

    而資訊就會丟失。

  • But Apple is able to tell a cohesive story

    但蘋果卻能講出一個有凝聚力的故事來

  • that keeps you engaged.

    讓你參與其中。

  • Layering these techniques creates a presentation

    將這些技術層層疊加,就能創造出一個演示文稿

  • that feels important.

    那感覺很重要。

  • Nothing may be new, but it all feels groundbreaking.

    也許沒有什麼新鮮的東西,但都讓人覺得很有突破性。

  • Cook: That uses intelligent software

    庫克:那就是使用智能軟件

  • to make the most stunning portraits.

    來拍出最驚豔的人像。

  • This was only previously possible with pro-level equipment.

    這在以前只有專業級設備才能做到。

  • Narrator: He's just talking about the iPhone's camera.

    他只是在說iPhone的攝像頭他只是在說iPhone的攝像頭。

  • Nothing specific or new.

    沒有什麼特別的或新的。

  • Apple uses bold statements to reinforce its importance.

    蘋果用大膽的聲明來加強其重要性。

  • Laura Legros: Now, the MacBook Air set the bar

    Laura Legros。現在,MacBook Air設定了標準

  • for great battery life in a thin and light computer,

    在輕薄的電腦中獲得出色的電池壽命。

  • and the new MacBook Air is no exception.

    而新款MacBook Air也不例外。

  • Schiller: What the team has done

    席勒。團隊所做的一切

  • is truly, truly break through.

    是真正的,真正的突破。

  • It's called the A12 Bionic.

    它叫A12 Bionic。

  • Your photos look stunning on iPhone XS.

    你的照片在iPhone XS上看起來非常漂亮。

  • Narrator: And it works.

    旁白:而且還能用

  • These presentations build huge anticipation

    這些介紹讓人產生巨大的期待

  • before a product launch.

    在產品上市前。

  • With Apple products, it often feels

    對於蘋果的產品,經常感覺

  • as though the design is more important than what's inside.

    彷彿設計比裡面的東西更重要。

  • The same is true of these keynotes.

    這些主題演講也是如此。

  • Apple is selling the brand, not an iPhone.

    蘋果賣的是品牌,而不是iPhone。

  • And these presentations have become

    而這些介紹已經成為

  • an essential part of that sale.

    是該銷售的重要組成部分。

Before we get a new iPhone,

在我們拿到新iPhone之前。

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B1 中級 中文 蘋果 iphone 旁白 產品 演講 公司

蘋果的祕密Keynote公式,解讀一下 (Apple's Secret Keynote Formula, Explained)

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    林宜悉 發佈於 2020 年 11 月 12 日
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