Thanks for spending the time.

感謝您抽出時間。

Thank you for coming.

感謝您的光臨。

So you had the WWDC keynote today, which was really fun to watch.

今天的 WWDC 主題演講非常有趣。

It was a whole two hours.

整整兩個小時。

I want to zoom all the way out because obviously a lot of talk about AI in general.

我想把鏡頭拉遠，因為很明顯，很多人都在談論人工智能。

And I'm kind of just left wondering how Apple defines AI in general.

我有點想知道蘋果是如何定義人工智能的。

Because I know if you ask a regular person, you might hear about generative AI, chatbots, things like that.

因為我知道，如果你問一個普通人，你可能會聽到生成式人工智能、哈拉機器人之類的東西。

And these are relatively new additions to Apple's AI portfolio.

而這些都是蘋果公司人工智能產品組合中相對較新的成員。

How do you look at AI as Apple?

您如何看待人工智能與蘋果的關係？

Well, we've been executing with AI for a long time.

我們使用人工智能已經有很長一段時間了。

You're wearing a watch.

你戴著手錶

It's at the root of the watch.

這是手錶的根本所在。

I mean, you think about things like crash detection, fault detection, things like AFib, and all of this kind of stuff is machine learning at the end of the day.

我的意思是，你想想碰撞檢測、故障檢測、心房顫動之類的東西，所有這些東西歸根結底都是機器學習。

But what has captured people's imagination is generative AI.

但最吸引人們想象力的是生成式人工智能。

And we see it as the opportunity for a whole new curve of technology and providing and doing more things for people, providing an assistant for people, things that really improve people's lives.

我們將其視為一個全新的技術發展機遇，為人們提供更多服務，為人們提供助手，真正改善人們的生活。

So that's how we see it.

這就是我們的看法。

There's obviously, it's not without downside.

顯然，這也不是沒有壞處。

And so we approach it very thoughtfully.

是以，我們的做法非常周到。

And as you heard, we have always been focused on privacy.

正如你們所聽到的，我們始終關注隱私問題。

And so privacy is a very key tenet of our thrust into AI.

是以，隱私是我們推進人工智能的一個非常關鍵的原則。

Right.

對

It's been interesting to watch Apple's arc with AI because I made a whole piece not more than about a year ago about how Apple seems to never say AI, even though they have all these neural engines and machine learning and things like that.

觀察蘋果公司在人工智能方面的發展很有意思，因為我在一年前寫過一篇文章，說蘋果公司似乎從來沒有說過人工智能，儘管他們擁有所有這些神經引擎和機器學習之類的東西。

And so now we have almost this pivot where now we're just saying it.

是以，現在我們幾乎有了這個支點，現在我們只是說說而已。

We're actually branding it Apple Intelligence now.

實際上，我們現在將其命名為 "蘋果智能"。

I'm curious why that changed now.

我很好奇為什麼現在發生了變化。

Well, in the beginning and throughout almost everything that we always do, we always talk about the benefit to the user.

那麼，在一開始，以及在我們所做的幾乎所有事情中，我們總是在談論用戶的利益。

And so the benefit to the user is crash detection and fault detection, not the technology behind the feature.

是以，用戶受益的是碰撞檢測和故障檢測，而不是功能背後的技術。

And so we still view it like that.

是以，我們仍然這樣認為。

But it became clear that people wanted to know our views on generative AI in particular.

但人們顯然特別想知道我們對生成式人工智能的看法。

And so we decided to embrace it and called it Apple Intelligence.

是以，我們決定接受它，並將其命名為 "蘋果智能"。

OK.

好的。

I have a quote from the Dua Lipa interview that you did.

我引用了你接受 Dua Lipa 採訪時的一段話。

That was great.

太棒了

It was fun.

這很有趣。

She's fantastic.

她太棒了

I loved it.

我很喜歡。

It was great.

太棒了。

You had a quote that said about AI, if it can be used for nefarious things, we won't go down that road.

關於人工智能，你有一句話是這麼說的：如果它能被用來幹壞事，我們就不會走這條路。

And at the time, I assumed that that meant generative AI was off the table because of all the things that we'd seen about what it was potentially capable of or things that it might do.

當時，我認為這意味著生成式人工智能被排除在外，因為我們已經看到了它的潛在能力或它可能做的事情。

Has that changed?

情況有變化嗎？

Is that something that was off the table and you figure now you've got the right tools or the right restrictions to make sure that that all goes super well?

你是否認為現在有了正確的工具或正確的限制，可以確保一切進展順利？

How do you think about that?

你是怎麼想的？

Generative AI was never off the table.

生成式人工智能從未被排除在外。

It was always about pursuing it in a thoughtful kind of way.

我總是以一種深思熟慮的方式去追求它。

And so that's what we've done.

我們就是這麼做的。

And we've implemented it in ways that are less likely to create issues.

而且，我們的實施方式不容易產生問題。

How so?

怎麼說？

How so?

怎麼說？

Well, things that, if you think about the kinds of things we talked about, we talked about personal context.

好吧，如果你想想我們談過的那些事情，我們談到了個人背景。

And we talked about privacy.

我們還談到了隱私問題。

And so we're not waiting for a comprehensive privacy legislation regulation to come into effect.

是以，我們不會等待全面的隱私立法條例生效。

We already view privacy as a fundamental human right.

我們已經將隱私視為一項基本人權。

And so that's the way we, that's the lens that we see it at.

是以，這就是我們的方式，這就是我們的視角。

And given that we're doing those things, personal context and privacy, we wanted to integrate it at a deep level.

鑑於我們正在做這些事情，個人背景和隱私，我們希望在深層次上進行整合。

So you're not having to think, oh, well now I'm going to do something that uses intelligence.

這樣，你就不用再想，哦，現在我要做一些使用智能的事情了。

We put it in the apps that you're already using and integrated it deeply.

我們將其放入您已經在使用的應用程序中，並進行了深度整合。

Right.

對

Yeah, I think also now there's a lot of talk about it now that there is generative AI.

是啊，我覺得現在也有很多人在談論生成式人工智能。

Yeah.

是啊

A lot of people have, I mean, Apple's notorious for never sending anything to the cloud.

我是說，很多人都知道蘋果公司從不向雲端發送任何東西。

Everything's on device because that is the most secure way to do it.

一切都在設備上進行，因為這是最安全的方式。

And was applauded for it.

並是以獲得了掌聲。

Interestingly, this is a little bit different now with a lot of these larger models, more complex requests, you actually do have to go off the device.

有趣的是，現在有很多大型機型、更復雜的要求都有點不同了，你實際上必須離開設備。

So you've developed, I want to get the name right, Private Cloud Compute.

所以你們開發了，我想把名字搞清楚，私有云計算。

Explain this to us, because I think the general chatter online is, well, they have to be sending data to OpenAI, for example, to get a request back from chat GPT.

請解釋一下，因為我認為網上的普遍說法是，他們必須向 OpenAI 發送數據，例如，才能從哈拉 GPT 中獲得請求返回。

Well, there's Private Cloud Compute, and then there's the arrangement with OpenAI.

首先是私有云計算，然後是與 OpenAI 的合作。

These two things are different.

這兩件事是不同的。

Okay.

好的

And so if you look at Private Cloud Compute, we're utilizing the same silicon, not the same silicon, but the same basic architecture as the silicon that's in the, well, that's in the iPhone. 15, yeah.

是以，如果你看一下私有云計算，我們使用的是相同的硅，不是相同的硅，而是與 iPhone 的硅相同的基本架構。15, yeah.

And we're using the same software.

我們使用的是同一款軟件。

And so we believe that we've done it in such a way that it's as safe and secure and private in the Private Cloud Compute as the device.

是以，我們相信，我們已經做到了在私有云計算中與設備一樣安全、可靠和私密。

And so we've really worked on this a lot and put a lot of wood behind that arrow to assure that.

是以，我們在這方面做了大量工作，並在箭頭後面加了很多木頭，以確保這一點。

If you're working on something that requires world knowledge, so you're out of the domain of personal context and so forth, then you may want to go and use one of the large language models that are on the market.

如果你正在研究的東西需要世界知識，所以你已經脫離了個人語境等領域，那麼你可能會想去使用市場上的大型語言模型之一。

And we selected what we feel is the best one with OpenAI and chat GPT.

我們選擇了我們認為最好的 OpenAI 和哈拉 GPT。

But you'll make a conscious decision to do that.

但你會有意識地決定這麼做。

Every time.

每次都是

Every time.

每次都是

So you can guarantee that there will never be any data sent to OpenAI without your explicit user- That's right.

是以，您可以保證，在沒有明確用戶的情況下，不會有任何數據發送到 OpenAI。

That's right.

這就對了。

You decide.

你來決定。

Right.

對

I also feel like there was this blip on the radar of standalone AI devices, which I found really interesting.

我還感覺獨立人工智能設備的雷達上出現了一個小點，這讓我覺得非常有趣。

They didn't land too well.

他們的著陸不太好。

I think smartphones are pretty great.

我認為智能手機非常棒。

But there was an interesting conversation around that about using your phone less.

不過，圍繞少用手機的話題，還進行了一次有趣的對話。

Maybe having AI help you out in ways that let you spend less time on the screen.

也許讓人工智能來幫助你，讓你花在螢幕上的時間更少。

And this is something you echoed also in the Dua Lipa interview.

你在 Dua Lipa 的採訪中也提到了這一點。

Like if you're looking at your phone more than you're looking into someone else's eyes, something's off there.

比如，如果你看手機的時間比看別人眼睛的時間還多，那就說明有問題。

Yeah.

是啊

Do you think there's a potential future where we're using our phones less because of how well the intelligence works?

你認為未來我們會因為智能手機的良好運作而減少使用手機嗎？

I think it's a possibility and a significant possibility.

我認為這是一種可能性，而且是一種重要的可能性。

I mean, for us, we've never been motivated for people to spend their lives on their devices.

我的意思是，對我們來說，我們從來沒有想過要讓人們把時間都花在他們的設備上。

Our model is not one that needs engagement to succeed.

我們的模式並非需要參與才能成功。

Our model is one where we want to empower you to be able to do things you couldn't do otherwise.

我們的模式是，我們希望增強您的能力，讓您能夠做一些您無法做到的事情。

We want to give you a tool so you can do incredible things that you couldn't do without the tool.

我們希望為你提供一種工具，讓你可以做一些不可思議的事情，而如果沒有這種工具，你是做不到的。

That's what motivates us.

這就是我們的動力。

And so we come out with things like screen time, et cetera, so it's a bit in your face as to how much you're using your device.

是以，我們提出了螢幕使用時間等問題，讓你知道自己使用設備的程度。

That's true.

沒錯。

We come out with, we count your notifications and so forth so that you can go in and say, do I really want this many notifications?

我們會計算你收到的通知等，這樣你就可以說，我真的需要這麼多通知嗎？

And we have focus kinds of states where you can silence the phone, et cetera.

我們有一些州可以讓電話靜音，等等。

And so I do believe that as things get smarter and smarter with Apple intelligence, that you can even take things that were taking more time will take less time now.

是以，我相信，隨著蘋果智能系統變得越來越智能，你甚至可以把以前需要花費更多時間的事情現在變得不那麼費時了。

And so I do think that opportunity exists.

是以，我認為機會是存在的。

Interesting.

有意思

Yeah, it's a curious future.

是的，這是一個令人好奇的未來。

It is, it is.

就是這樣，就是這樣。

And I think a really, I'm really optimistic about it.

我對此非常樂觀。

Yeah.

是啊

I also, I feel like there was tons of chatter when you were first CEO of Apple about this new shift, obviously coming from Steve Jobs, and you've been CEO for what feels like a long time now, and we're entering this new age of AI.

我還覺得，在你擔任蘋果公司首席執行官之初，就有很多人在談論這種新的轉變，很明顯，這種轉變來自史蒂夫-喬布斯（Steve Jobs），而你擔任首席執行官已經有很長一段時間了，我們正在進入人工智能的新時代。

And I'm curious now, now there's new chatter about who's next CEO is gonna be.

我很好奇，現在又有新的傳聞說誰會是下一任首席執行官。

What do you feel like your legacy as CEO at Apple should be?

作為蘋果公司的首席執行官，你覺得自己應該留下什麼？

Yeah, Marques, I don't think about it.

是啊，馬克斯，我沒想過這個問題。

And so to me, a legacy is something that is defined by other people looking at you, not something that you define yourself.

是以，對我來說，遺產是別人對你的評價，而不是你自己對自己的評價。

Very fair.

非常公平。

And so, and I typically, I'm always focused on the forward, not the rear view mirror.

是以，我通常總是關注前方，而不是後視鏡。

And that is a characteristic of Apple in general, is we're very focused on the forward.

這也是蘋果公司的總體特點，我們非常注重向前發展。

You won't find a museum here, and yet we would have lots of things that you might like to see and reminisce about, but we just don't, it's just not a part of our culture.

你在這裡找不到博物館，但我們會有很多你可能想看和回憶的東西，但我們就是沒有，這不是我們文化的一部分。

And so I feel the same way personally.

是以，我個人也有同樣的感受。

At some point, there will be another CEO, and my whole focus in life will be on making them successful.

總有一天，會出現另一位首席執行官，而我的全部生活重心就是讓他們取得成功。

Yeah, I like that answer.

是的，我喜歡這個答案。

It's a very LeBron answer.

這是一個非常勒布朗的答案。

Oh, is that right?

哦，是嗎？

Yeah.

是啊

All right, I wanna end with a little game.

好吧，最後我想玩一個小遊戲。

I don't know if you've seen these, where it's a blind ranking.

我不知道你是否看過這些盲人排名。

Have you seen what these are?

你看到這些是什麼了嗎？

A blind ranking?

盲目排名？

A blind ranking.

盲目排名。

So we're gonna do a top five Apple products of all time, but I'm gonna give you them one at a time, and you don't know what the rest of them are.

所以，我們要評選出蘋果公司的五大產品，但我會一個一個告訴你，你不會知道其他的是什麼。

So you have to rank the first one without knowing what two, three, four, and five are.

是以，你必須在不知道二、三、四、五是什麼的情況下，排出第一位。

Oh, and this is your ranking?

哦，這就是你的排名？

This will be your unofficial ranking, just based on your gut reaction of how you feel about the products.

這將是你的非官方排名，只是基於你對產品感覺的直覺反應。

Oh, this is a tough one.

哦，這個問題很難回答。

It is a tough one.

這是一個難題。

It's like asking you your favorite kids, or nephews, or nieces.

就像問你最喜歡的孩子、侄子還是侄女一樣。

We'll see how it goes.

我們將拭目以待。

Yeah.

是啊

Okay, number one, MacBook Air.

好吧，第一，MacBook Air。

We had that iconic moment of taking it out of the envelope on stage.

我們在舞臺上把它從信封裡拿出來的那個標誌性時刻。

It's the most popular laptop in the world, I think.

我認為它是世界上最受歡迎的筆記本電腦。

It's the most popular in the world, and that moment of taking it out of the folder established a characteristic about that device that lives today.

它是世界上最受歡迎的產品，從文件夾中取出它的那一刻，就確立了該設備的特性，並延續至今。

The first one, it wasn't about how many people would buy it.

第一款產品並不在於有多少人會買。

Yeah.

是啊

It was about establishing the foundation.

這是為了奠定基礎。

Was that the first Air product?

那是第一款 Air 產品嗎？

That was of any line.

這是任何系列的。

Yeah, it might have been.

是的，可能是這樣。

I believe so, yes.

我想是的，沒錯。

Okay.

好的

I believe so.

我相信是這樣。

And so, I'm going to fail miserably at giving you a ranking, but it was a huge moment.

所以，我很難給你一個排名，但這是一個重要的時刻。

Yeah.

是啊

A huge moment for the company.

這是公司的一個重要時刻。

The iPad?

iPad？

Oh, wow.

哦，哇

You know, tablets had been in the market for a long time.

要知道，平板電腦進入市場已經有很長一段時間了。

Our objective is never to be first.

我們的目標從來不是成為第一。

Our objective is to be best.

我們的目標是做到最好。

I remember all the rumors leading up to it.

我還記得所有的傳聞。

And there were many rumors leading up to it, and people thought many things about it that weren't too nice about it in the beginning, including the name.

一開始，人們對它有很多不好的看法，包括它的名字。

And yet, I couldn't live without my iPad today.

然而，今天我卻離不開我的 iPad。

Yeah.

是啊

And so, another huge moment for the company.

這是公司的又一個重要時刻。

My number three is the Magic Mouse.

我的第三個選擇是 "魔術滑鼠"。

The Magic Mouse.

神奇的滑鼠

It was also an incredible moment.

這也是一個令人難以置信的時刻。

People don't think of that as much as they would the MacBook Air and the iPad and whatever else you're going to name, probably.

人們對它的印象可能還不如 MacBook Air、iPad 和其他你想叫的名字。

But getting the ergonomics well done was key.

但關鍵是要做好人體工程學設計。

With Magic Mouse?

用魔力滑鼠？

Yeah.

是啊

Okay.

好的

Four out of five?

五分之四？

The iPhone?

iPhone？

Oh, my God.

我的天啊

It changed the world.

它改變了世界。

It definitely changed the world.

它無疑改變了世界。

It changed the world.

它改變了世界。

And the simplicity of defining the three things that were on the phone was brilliant to get people to think about it like that.

簡單地定義手機上的三樣東西，就能讓人們這樣去思考，這真是太棒了。

And, of course, opening up, this isn't talked about as much, but initially, you'll remember that there was not an app store.

當然，在開場白中，大家談論的不多，但你會記得，最初並沒有應用程序商店。

The app store came a year later and that changed everything in the developer community.

一年後，應用商店的出現改變了開發者社區的一切。

Because now, I meet with students every WWDC and they give me such great inspiration.

因為現在，每逢 WWDC 我都會與學生見面，他們給了我很多靈感。

There were no students in the developer community at that particular point in time.

在那個特定的時間點，開發者社區裡沒有學生。

Now, the developer population's very diverse from an age point of view and everything else.

現在，開發人員的年齡和其他方面都非常多樣化。

And it just fundamentally, it became an economic miracle for people.

從根本上說，它成為了人們的經濟奇蹟。

And got well outside of just doing it for a hobby.

而且已經超越了單純的業餘愛好。

You look at all the businesses that came out of it.

你看，所有的企業都是這樣走出來的。

Yeah, and now we have WWDC.

是的，現在我們有了 WWDC。

That's right.

這就對了。

Last but not least, Vision Pro.

最後是 Vision Pro。

Oh, I love Vision Pro.

哦，我喜歡 Vision Pro。

I was just using it last night to look at the screening.

我昨晚剛用它看了一下放映情況。

Yeah, what do you use Vision Pro for?

你用 Vision Pro 來做什麼？

I ask everybody who has one what they use it for.

我問每個擁有它的人，他們用它來做什麼。

I use it for the entertainment value.

我使用它是為了娛樂。

I use it when I want to do multitasking because I find the multiple windows really effective in doing this.

當我想進行多任務處理時，我就會使用它，因為我發現它的多窗口功能真的很有效。

Of course, I'm reviewing lots of apps on it right now.