Every once in a while, a revolutionary product comes along that changes everything.

每隔一段時間，就會出現一款改變一切的革命性產品。

And Apple has been, well first of all, one's very fortunate if you get to work on just one of these in your career.

首先，如果你在職業生涯中只參與了其中一個項目，那你就非常幸運了。

Apple's been very fortunate.

蘋果公司非常幸運。

It's been able to introduce a few of these into the world.

它能夠向世界介紹其中的一些。

In 1984, we introduced the Macintosh.

1984 年，我們推出了 Macintosh。

It didn't just change Apple.

它不僅改變了蘋果公司。

It changed the whole computer industry.

它改變了整個計算機行業。

In 2001, we introduced the first iPod.

2001 年，我們推出了第一臺 iPod。

And it didn't just change the way we all listen to music.

它不僅改變了我們聆聽音樂的方式。

It changed the entire music industry.

它改變了整個音樂產業。

Well, today, we're introducing three revolutionary products of this class.

今天，我們將為您介紹三款革命性的同類產品。

The first one is a widescreen iPod with touch controls.

第一個是帶觸摸控制功能的寬屏 iPod。

The second is a revolutionary mobile phone.

第二個是革命性的行動電話。

And the third is a breakthrough internet communications device.

第三個是突破性的互聯網通信設備。

So, three things.

所以，有三件事。

A widescreen iPod with touch controls, a revolutionary mobile phone, and a breakthrough internet communications device.

帶觸摸控制功能的寬屏 iPod、革命性的行動電話和突破性的互聯網通信設備。

An iPod, a phone, and an internet communicator.

一個 iPod、一部電話和一個互聯網通訊器。

An iPod, a phone.

一個 iPod，一部手機。

Are you getting it?

你明白了嗎？

These are not three separate devices.

這不是三個獨立的設備。

This is one device.

這是一個設備。

And we are calling it iPhone.

我們稱之為 iPhone。

Today, Apple is going to reinvent the phone.

今天，蘋果將重塑手機。

And here it is.

就在這裡。

No, actually, here it is, but we're going to leave it there for now.

不，實際上，它就在這裡，但我們暫時把它放在這裡。

So, before we get into it, let me talk about a category of things.

是以，在我們開始討論之前，讓我先談談一類事情。

The most advanced phones are called smartphones, so they say.

據說，最先進的手機被稱為智能手機。

And they typically combine a phone plus some email capability, plus they say it's the internet, sort of the baby internet, into one device.

它們通常將電話和一些電子郵件功能結合在一起，還說這是互聯網，有點像嬰兒互聯網。

And they all have these plastic little keyboards on them.

它們上面都有塑膠小鍵盤。

And the problem is that they're not so smart and they're not so easy to use.

問題是，它們並不那麼智能，也不那麼容易使用。

So, if you kind of make a, you know, business school 101 graph of the smart axis and the easy to use axis, phones, regular cell phones are kind of right there.

所以，如果你把智能軸和易用軸做成一個商學院 101 的圖表，那麼電話、普通手機就在那裡。

They're not so smart and they're, you know, not so easy to use.

它們並不那麼智能，你知道，也不那麼容易使用。

But smartphones are definitely a little smarter, but they actually are harder to use.

不過，智能手機肯定更智能一些，但實際上更難使用。

They're really complicated.

它們真的很複雜。

Just for the basic stuff, people have a hard time figuring out how to use them.

就連最基本的東西，人們也很難弄清如何使用。

Well, we don't want to do either one of these things.

這兩件事我們都不想做。

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.

我們要做的是打造一款跨越式的產品，它比任何移動設備都要智能，而且超級易用。

This is what iPhone is, okay?

這就是 iPhone，好嗎？

So, we're going to reinvent the phone.

所以，我們要重塑手機。

Now, we're going to start with a revolutionary user interface.

現在，我們將從革命性的用戶界面開始。

Is the result of years of research and development and, of course, it's an interplay of hardware and software.

這是多年研發的成果，當然也是硬件和軟件相互作用的結果。

Now, why do we need a revolutionary user interface?

現在，我們為什麼需要一個革命性的用戶界面？

I mean, here's four smartphones, right?

我是說，這裡有四部智能手機，對吧？

Motorola Q, the Blackberry, Palm Treo, Nokia E62, the usual suspects.

摩托羅拉 Q、黑莓、Palm Treo、諾基亞 E62，這些都是常見的產品。

And what's wrong with their user interfaces?

他們的用戶界面有什麼問題？

Well, the problem with them is really sort of in the bottom 40 there.

嗯，他們的問題其實是在後 40 位。

It's this stuff right here.

就是這些東西

They all have these keyboards that are there whether you need them or not to be there.

無論你是否需要，它們都有這些鍵盤。

And they all have these control buttons that are fixed in plastic and are the same for every application.

它們都有固定在塑膠上的控制按鈕，每個應用都一樣。

Well, every application wants a slightly different user interface, a slightly optimized set of buttons just for it.

每個應用程序都需要一個略有不同的用戶界面，一套略微優化的按鈕。

And what happens if you think of a great idea six months from now?

如果六個月後你想到了一個好主意，又會怎樣呢？

You can't run around and add a button to these things, they're already shipped.

你不能跑來跑去給這些東西加個按鈕，它們已經出廠了。

So what do you do?

那你該怎麼辦？

It doesn't work because the buttons and the controls can't change.

它不起作用是因為按鈕和控制器無法改變。

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.

它們不能因為每次應用而改變，也不能因為你想到了另一個好點子要添加到這個產品中而改變。

Well, how do you solve this?

那麼，如何解決這個問題呢？

It turns out we have solved it.

事實證明，我們已經解決了這個問題。

We solved it in computers 20 years ago.

20 年前，我們就在計算機中解決了這個問題。

We solved it with a bitmap screen that could display anything we want.

我們用一個位圖螢幕來解決這個問題，它可以顯示我們想要的任何東西。

Put any user interface up.

設置任何用戶界面。

And a pointing device.

還有一個指向裝置。

We solved it with the mouse, right?

我們用滑鼠解決了，對嗎？

We solved this problem.

我們解決了這個問題。

So how are we going to take this to a mobile device?

那麼，我們如何將其應用到移動設備上呢？

Well, what we're going to do is get rid of all these buttons and just make a giant screen.

那麼，我們要做的就是去掉所有這些按鈕，只做一個巨大的螢幕。

A giant screen.

巨大的螢幕

Now, how are we going to communicate this?

現在，我們該如何傳達這些資訊呢？

We don't want to carry around a mouse, right?

我們不想隨身攜帶滑鼠，對吧？

So what are we going to do?

那我們該怎麼辦？

Oh, a stylus, right?

哦，是觸控筆吧？

We're going to use a stylus.

我們要使用觸控筆。

No.

不

No.

不

Who wants a stylus?

誰想要觸控筆？

You have to get them and put them away and you lose them, yuck.

你必須把它們拿出來，然後放好，否則就會弄丟，呸。

Nobody wants a stylus.

沒人想要觸控筆

So let's not use a stylus.

所以，我們還是別用觸控筆了。

We're going to use the best pointing device in the world.

我們將使用世界上最好的指向裝置。

We're going to use a pointing device that we're all born with.

我們將使用一種我們與生俱來的指向裝置。

We're born with 10 of them.

我們生來就有 10 個。

We're going to use our fingers.

我們要用手指。

We're going to touch this with our fingers.

我們要用手指觸摸它。

And we have invented a new technology called multi-touch, which is phenomenal.

我們還發明瞭一種名為多點觸控的新技術，這種技術非常了不起。

It works like magic.

它就像魔法一樣神奇。

You don't need a stylus.

你不需要觸控筆。

It's far more accurate than any touch display that's ever been shipped.

它比任何已出廠的觸摸顯示屏都要精確得多。

It ignores unintended touches.

它忽略了無意的觸碰。

It's super smart.

它超級聰明。

And you can do multi-finger gestures on it.

你還可以在上面做多指手勢。

And boy, have we patented it.

我們已經申請了專利。

So we've been very lucky to have brought a few revolutionary user interfaces to the market in our time.

是以，我們非常幸運地在這個時代為市場帶來了一些革命性的用戶界面。

First was the mouse.

首先是老鼠。

The second was the click wheel.

第二個是點擊輪。

And now we're going to bring multi-touch to the market.

現在，我們將為市場帶來多點觸控技術。

And each of these revolutionary user interfaces has made possible a revolutionary product, the Mac, the iPod, and now the iPhone.

每一個革命性的用戶界面都帶來了革命性的產品：Mac、iPod，以及現在的 iPhone。

So a revolutionary user interface.

是以，這是一個革命性的用戶界面。

We're going to build on top of that with software.

我們將在此基礎上開發軟件。

Now software on mobile phones is like baby software.

現在，手機上的軟件就像嬰兒軟件一樣。

It's not so powerful.

它沒有那麼強大。

And today we're going to show you a software breakthrough.

今天，我們將向大家展示一個軟件突破。

Software that's at least five years ahead of what's on any other phone.

軟件至少領先其他手機五年。

Now how do we do this?

現在我們該怎麼做呢？

Well, we start with a strong foundation.

首先，我們要有堅實的基礎。

iPhone runs OS X.

iPhone 運行 OS X。

Now, why would we want to run such a sophisticated operating system on a mobile device?

現在，我們為什麼要在移動設備上運行如此複雜的作業系統呢？

Well, because it's got everything we need.

因為這裡有我們需要的一切。

It's got multitasking.

它具有多任務處理功能。

It's got the best networking.

它有最好的網絡。

It already knows how to power manage.

它已經知道如何進行電源管理。

We've been doing this on mobile computers for years.

我們在移動電腦上這樣做已經很多年了。

It's got awesome security.

它的安全性很高。

And the right apps.

還有合適的應用程序。

It's got everything from Coco and the graphics, and it's got core animation built in.

它包含了《可可》中的所有元素和圖形，並內置了核心動畫。

And it's got the audio and video that OS X is famous for.

它還擁有 OS X 所擅長的音頻和視頻功能。

It's got all the stuff we want.

這裡有我們想要的一切。

And it's built right in to iPhone.

它直接內置在 iPhone 中。

And that has let us create desktop class applications and networking, right?

這讓我們能夠創建桌面級應用程序和網絡，對嗎？

Not the crippled stuff that you find on most phones.

而不是大多數手機上的 "瑕疵品"。

This is real desktop class applications.

這是真正的桌面級應用。

Now, you know, one of the pioneers of our industry, Alan Kay, has had a lot of great quotes throughout the years.

要知道，我們這個行業的先驅之一艾倫-凱（Alan Kay）多年來有很多名言警句。

And I ran across one of them recently that explains how we look at this.

最近，我看到了一篇文章，它解釋了我們如何看待這個問題。

Explains why we go about doing things the way we do.

解釋我們為什麼要這樣做。

Because we love software.

因為我們熱愛軟件。

And here's the quote.

引用如下

People who are really serious about software should make their own hardware.

對軟件真正認真的人應該自己製造硬件。

You know?

你知道嗎？

Alan said this 30 years ago.

艾倫 30 年前說過這句話。

And this is how we feel about it.

這就是我們的感受。

And so we're bringing breakthrough software to a mobile device for the first time.

是以，我們首次為移動設備帶來了突破性的軟件。

It's five years ahead of anything on any other phone.

它比其他任何手機都要領先五年。