And that may seem a little odd, considering Japan's reputation for being the technological powerhouse of the world.

考慮到日本作為技術型國家的聲譽，這可能看起來有點奇怪。世界的動力源。

Igniting the MP3 player era with the Walkman, and inventing the pocket calculator, DVD player, DSLR camera, laptop, blu-ray player, and more.

用隨身聽點燃了MP3播放器的時代，併發明瞭袖珍計算器和DVD播放器。單反相機，筆記本電腦，藍光播放器，以及更多。

Plus, Japanese people are known to try to buy products from their own country rather than those from overseas.

另外，眾所周知，日本人都會盡量購買自己國家的產品，而不是比起那些來自海外的人。

So, how did Apple, an American company on the other side of the world, manage to dominate Japan, a country filled with tech products of their own?

那麼，蘋果公司，一家位於世界另一端的美國公司，是如何做到主宰世界的？日本；一個充滿了他們自己的科技產品的國家？

Well, that's exactly what I'm gonna explain in this video.

好吧，這正是我在這個視頻中要解釋的。

This is Greg with Apple Explained; today's topic came in third in the last voting poll.

今天的話題在上次的投票調查中排在第三位。

If you didn't get to participate, make sure you're subscribed and voting polls like this one will begin appearing in your mobile activity feed.

如果你沒能參加，請確保你訂閱了投票，並對投票進行投票，如這個將開始出現在你的移動活動反饋中。

Alright, so there are quite a few reasons why Apple's done so well in Japan, most of which are because of (the) good business decisions they've made.

好吧，所以有相當多的原因使蘋果在日本做得如此好。其中大部分是因為他們做出了良好的商業決定。

But perhaps the biggest reason has nothing to do with Apple and everything to do with Samsung.

但最大的原因可能與蘋果無關，而與以下方面有關三星公司。

You see, Apple's been battling Samsung in the worldwide smartphone market for years.

你看，蘋果公司多年來一直在全球智能手機市場上與三星抗衡。

Today, the two companies are neck-and-neck, with Samsung at 28% and Apple at 27%.

今天，這兩家公司不相上下，三星佔28%，蘋果佔27%。

But when you look at Japan, Samsung has captured just 6% of the market, while Apple is far and away the most popular brand at 65%.

但是，當你看日本時，三星只佔據了6%的市場。雖然蘋果公司遠遠是最受歡迎的品牌，佔65%。

And Samsung's poor showing in Japan is a result of a censorship campaign back in 2010.

而三星在日本的糟糕表現是早在2010年的審查活動造成的。

When they released their custom Android interface called TouchWiz 6.0, Samsung, a Korean company, decided to remove all references to Japanese culture.

當他們發佈名為TouchWiz 6.0的定製安卓界面時，三星，一家韓國公司。決定刪除所有對日本文化的提及。

No one knows exactly why they made this decision, but it was especially prevalent in the Emoji Samsung designed.

這在三星設計的Emoji中尤為普遍。

As you may know, companies like Apple, Google, Facebook, and Twitter, are free to design their own emoji for their own platforms.

正如你可能知道的，像蘋果、谷歌、Facebook和Twitter這樣的公司，可以自由設計他們為自己的平臺提供自己的表情符號。

That's why they look slightly different depending on the smartphone or app you're using.

這就是為什麼它們看起來略有不同，取決於你的智能手機或應用程序。使用。

But the guidelines these companies follow when designing emoji(s) are outlined by an organization called the Unicode Consortium.

但這些公司在設計表情符號時遵循的準則，是由一個組織概述的稱為Unicode Consortium。

That way, the meaning of each emoji stays consistent across all platforms.

這樣一來，每個表情符號的含義在所有平臺上保持一致。

But with TouchWiz 6.0, Samsung took the unprecedented step of breaking from this standard.

但在TouchWiz 6.0中，三星採取了前所未有的措施，打破了這個標準。

For example, the TouchWiz Tokyo Tower emoji wasn't illustrated as the standard red and white tower, but a generic gray tower instead.

例如，TouchWiz東京塔的表情符號並不是以標準的紅色和黃色來表示的。白塔，而是一個普通的灰色塔。

The Crossed Flags emoji, which are illustrated as Japanese flags on every other platform, instead featured South Korean flags.

交叉旗幟的表情符號，在其他每個平臺上都被說明為日本國旗。而是以韓國國旗為特色。

The Japanese Dolls emoji was changed to Korean dolls, and the Map of Japan emoji wasn't even supported by TouchWiz.

日本娃娃的表情符號被改成了韓國娃娃，而日本地圖的表情符號並沒有被改成。甚至是由TouchWiz支持。

That meant the emoji appeared as a blank square if a friend sent it to you.

這意味著如果有朋友向你發送表情符號，它就會顯示為一個空白的正方形。

No company had done anything like this before, and it became a popular news story in Japan, where tensions with Korea have been high since World War II.

以前沒有公司做過這樣的事情。這也成為日本的一個熱門新聞，因為日本與韓國的關係從那時起就一直高度緊張。第二次世界大戰。

The censorship by Samsung completely destroyed their reputation in Japan,

三星的審查制度完全破壞了他們在日本的聲譽。

where customers try to support domestic products as often as possible and are unlikely to support any company at odds with the country.

如果客戶儘可能地支持國內產品，並且不太可能支持任何與國家有矛盾的公司。

That's why Samsung simply accepted the fact that their brand was unpopular in Japan and stopped using their logo in the country entirely, opting instead to simply go by the name, "Galaxy".

這就是為什麼三星簡單地接受了他們的品牌在日本不受歡迎的事實，而完全停止在該國使用他們的標誌。 而是選擇了簡單的名字，"銀河"。

Their billboards, signs, and commercials never feature the Samsung logo.

他們的廣告牌、標牌和廣告從不出現三星的標誌。

Their huge retail location in Tokyo is called the Galaxy store.

他們在東京的巨大零售地點被稱為銀河店。

Their website domain is galaxymobile.jp.

他們的網站域名是galaxymobile.jp。

And when you buy a Samsung product in Japan, they don't even put their logo on the box.

而當你在日本購買三星產品時，他們甚至不把他們的標誌放在盒子上。

But despite their best efforts to rebrand, most Japanese customers have continued to boycott Samsung.

但是，儘管他們盡了最大努力重塑品牌，大多數日本客戶還是繼續使用抵制三星。

Now, this is where Apple comes in.

現在，這就是蘋果的作用。

Steve Jobs happened to have a soft spot for Japan, even before the iPhone was invented.

甚至在iPhone發明之前，史蒂夫-喬布斯就碰巧對日本情有獨鍾。

Sony, a Japanese company, happened to be the consumer electronics brand he respected most.

索尼，一家日本公司，恰好是他最尊重的消費電子品牌。

In fact, Jobs tried persuading them to allow their popular VAIO notebook to run the Mac operating system,

事實上，喬布斯曾試圖說服他們允許他們流行的VAIO筆記本運行Mac。作業系統。

which is pretty high praise, considering Jobs had spent the last three years shutting down the Mac clone market.

這是相當高的評價，考慮到喬布斯在過去三年中關閉了Mac克隆市場。

But the VAIO team opposed the idea, since the product was optimized for Windows and already selling well.

但VAIO團隊反對這一想法，因為該產品已針對Windows進行了優化，而且已經賣得好。

Jobs also loved traditional Japanese architecture, taking each of his children on a trip to Kyoto to share his admiration.

喬布斯也喜歡日本的傳統建築。帶著他的每個孩子去京都旅行，分享他的欽佩之情。

And, as it happens, his iconic black turtleneck was designed by Japanese fashion icon Issey Miyake.

碰巧的是，他標誌性的黑色高領毛衣是由日本時尚偶像Issey設計的。三宅一生。

And as I mentioned in my last video, the first international Apple Store was built in Tokyo back in 2003.

正如我在上一段視頻中提到的，第一家國際蘋果商店建在東京。早在2003年。

So, there was no shortage of friendliness between Apple and Japan.

是以，蘋果和日本之間不乏友好關係。

And when the iPhone debuted there in 2008, Apple entered the market with a strategy.

而當iPhone於2008年在那裡首次亮相時，蘋果以一種戰略進入市場。

They partnered with SoftBank, one of the country's three major mobile carriers, to offer the iPhone exclusively.

他們與該國三大移動運營商之一的軟銀合作，提供了iPhone專用。

Now, at the time, SoftBank was the smallest of Japan's carriers, and that worked out well for Apple,

現在，在當時，軟銀是日本最小的運營商。

since they ran the most aggressive mobile phone promotion in the country's history to attract more users:

而這對蘋果來說是很好的結果，因為他們經營著最積極的行動電話。該國曆史上的促銷活動，以吸引更多用戶。

Offering an iPhone for free with a two-year contract.

提供兩年合同的免費iPhone。

This not only helped SoftBank's growth but Apple's as well since their phone was one of the cheapest on the Japanese market⏤

這不僅有助於軟銀的增長，也有助於蘋果的增長。因為他們的手機是日本市場上最便宜的手機之一。

⏤something we in America rarely experience, since iPhones never go on sale.

這是我們美國人很少經歷的事情，因為iPhone從未上市銷售。

Now, I'll actually explain why that is in an upcoming video, so be sure you're subscribed for that.

實際上，我將在即將到來的視頻中解釋為什麼會這樣，所以請確保你已經訂閱了。對於這一點。

But Apple's strategy was important for two reasons:

但蘋果的戰略很重要，原因有二。首先，是許多分析師不認為預計iPhone將吸引日本客戶。

First was that many analysts didn't expect the iPhone to appeal to Japanese customers,

mainly because smartphones in Japan were focused on including as many buttons as possible since that meant more features and functionality, which the iPhone lacked.

主要是因為日本的智能手機專注於包括儘可能多的按鈕。因為這意味著更多的特性和功能，而這正是iPhone所缺乏的。

Second, the Japanese mobile phone market was extremely isolated, with Japanese companies designing phones to be sold exclusively in Japan.

第二，日本的手機市場是極其孤立的。由於日本公司設計的手機只在日本銷售。

This led to the term "Galapagos syndrome", where companies like Sony, Panasonic, and Sharp would dominate the phone market in Japan, but fail in other countries.

這導致了加拉帕戈斯綜合症這一術語的出現。像索尼、松下和夏普這樣的公司將在日本的電話市場上佔據主導地位。但在其他國家卻失敗了。

Based on this isolationism, it was extremely difficult for foreign electronics companies like Apple to make inroads and become an established brand.

基於這種孤立主義，外國電子公司極難做到像蘋果公司一樣取得進展併成為一個成熟的品牌。

But that turned out not to be the case at all.

但事實證明，情況根本不是這樣。

In fact, Japanese customers' response to the iPhone was overwhelmingly positive.

事實上，日本客戶對iPhone的反應是壓倒性的積極。

And I think it's for the same reason people all over the world loved iPhone.

我想這和全世界的人喜歡iPhone的原因是一樣的。

It allowed you to do so many things so easily.

它允許你做這麼多事情，這麼容易。

And although Japan had, and continues to have, a high presence of feature phones, it's become a niche market,

儘管日本曾經並將繼續擁有大量的功能手機，但它是成為一個小眾市場。

since the iPhone offers perhaps the most important feature of all for Japanese customers, and that is convenience.

由於iPhone對日本客戶來說提供了可能是最重要的功能，而那就是方便。

Not to mention the aesthetic that Japanese companies often strive for has been part of Apple's culture since the beginning.

更不用說日本公司經常追求的美學，已經成為日本公司的一部分。蘋果公司的文化自始至終。

Simplicity, ease of use, and attention to detail are things that many people in Japan value, and they'll pay a higher price for a product that delivers on those qualities.

簡潔、易於使用和注重細節是許多日本人重視的東西。而且他們會支付更高的價格來購買能夠實現這些品質的產品。

But now, you might be thinking, what about Japanese companies like Sony and Sharp?

但現在你可能在想，像索尼和夏普這樣的日本公司呢？

Why aren't customers buying their phones instead?

為什麼顧客不買他們的手機，而要買他們的手機？

And the answer is that they were simply too slow to adapt.

而答案是，他們的適應速度實在太慢。

When the iPhone hit the Japanese market, domestic phone companies expected it to flop and continued to release feature phones that had proven to be successful in the past.

當iPhone進入日本市場時，國內手機公司預計它將失敗，並繼續發佈在過去已被證明是成功的功能手機。

Once the iPhone became a clear market leader, Sony, Panasonic, and Sharp all tried to compete, releasing their own multi-touch devices,

一旦iPhone成為明顯的市場領導者，索尼、松下和夏普都試圖參與競爭。

although no one could exceed the high quality and low price of the iPhone,

發佈了他們自己的多點觸控設備，儘管沒有一個能超過高質量和低價格的

especially while SoftBank was running such aggressive promotions that domestic phone companies couldn't take advantage of.

特別是在軟銀進行如此積極的促銷活動時，iPhone的價格也是如此。國內電話公司無法利用的。

So, that is how Apple dominated Japan.

這就是蘋果如何主宰日本，請務必訂閱，以瞭解為什麼蘋果手機從未開始銷售，我們將在下一個視頻中再見。

Be sure to subscribe to find out why iPhones never go on sale, and I'll see you in the next video.