I'd like to ask Johnny Ive, our senior vice president of design, to come up and take us through that.

我想請我們負責設計的高級副總裁約翰尼-艾維（Johnny Ive）上臺來給我們介紹一下。

Without Johnny Ive, Apple wouldn't be Apple.

沒有約翰尼-艾維，蘋果就不是蘋果。

Good morning.

早上好。

He created products that are not only functional, but emotional.

他創造的產品不僅實用，而且富有情感。

He made people feel something when they held an iPhone in their hand.

當人們手持 iPhone 時，他讓人們感受到了一些東西。

Design was in his blood.

設計是他的血液。

His father was a silversmith and teacher who helped craft a new design curriculum for UK schools, from which his son benefited.

他的父親是一名銀匠和教師，曾幫助英國學校制定新的設計課程，他的兒子也從中受益。

Mike Ive would constantly talk to his son about design.

Mike Ive 經常和兒子談論設計。

Leander Caney's book on Johnny Ive describes how, when they walked down the street, Mike would point out the different types of street lamps to his son and how their shape affected how the light was cast.

Leander Caney 在關於約翰尼-艾維的書中描述道，當他們走在街上時，邁克會向兒子指出不同類型的路燈，以及它們的形狀如何影響光線的投射。

Design offered him an outlet for his creativity, which is a common trait for people like him who have dyslexia.

設計為他的創造力提供了一個出口，而這正是像他這樣有閱讀障礙的人的共同特點。

As his Christmas gift, his father would give him full access to his workshop, where he could build anything his heart desired, so long as he sketched it first.

作為他的聖誕禮物，父親讓他全權使用他的工作室，在那裡他可以建造任何他想要的東西，只要他先畫出草圖。

Johnny told Steve Jobs' biographer Walter Isaacson that, By the age of 13, he knew he wanted to be a designer, but he didn't know what he wanted to design.

約翰尼告訴喬布斯的傳記作者沃爾特-艾薩克森（Walter Isaacson）說："13 歲時，他就知道自己想成為一名設計師，但他不知道自己想設計什麼。

When his work was showcased at a design conference, the leading London design firm Roberts Weaver Group was so impressed that it agreed to support him through university if Johnny promised to join the company upon graduation.

當他的作品在一次設計會議上展出時，倫敦領先的設計公司羅伯茨-韋弗集團對他印象深刻，如果約翰尼答應畢業後加入該公司，該公司就同意資助他完成大學學業。

Johnny studied in the north of England at Newcastle Polytechnic, now known as Northumbria University.

約翰尼曾在英格蘭北部的紐卡斯爾理工學院（現為諾森比亞大學）學習。

The Bauhaus design philosophy that emerged in Germany in the early 20th century had made its way into British design schools.

20 世紀初在德國興起的包豪斯設計理念已經傳入英國的設計學院。

Bauhaus emphasized minimalism, including only what is needed into designs.

包豪斯強調極簡主義，在設計中只包含需要的東西。

Objects had clean lines, simple forms, and were pleasing to the eye.

物品線條簡潔，造型簡單，賞心悅目。

That design philosophy heavily influenced Johnny, who brought the Bauhaus aesthetic to Apple.

這種設計理念極大地影響了約翰尼，他把包豪斯美學帶到了蘋果公司。

While at university, Johnny interned with a design firm that was supporting him.

在大學期間，Johnny 在一家為他提供支持的設計公司實習。

He had to design a pen for a Japanese client, and he realized that people like to fiddle around with their pens.

他必須為一位日本客戶設計一支筆，他意識到人們喜歡擺弄他們的筆。

So he added a ball and clip mechanism to the top of the pen that served no purpose other than to give someone something to do.

於是，他在筆的頂端加了一個球和夾子裝置，除了讓人有事可做之外，沒有任何作用。

This humanized the technology.

這讓技術變得更加人性化。

People didn't want to just write with the pen, they wanted to touch it and play around with it, much like how they play with their Apple products today.

人們不僅想用筆寫字，還想觸摸它，玩弄它，就像今天人們玩弄蘋果產品一樣。

Johnny worked hard as an undergraduate student.

約翰尼作為大學生非常努力。

When a friend visited his apartment, he found more than 100 prototypes for a landline telephone.

當一位朋友參觀他的公寓時，發現了 100 多部座機電話的原型。

Creating numerous prototypes became a signature at Apple.

創造大量原型成為蘋果公司的標誌。

Even if the changes were small, he felt they were important to physically see, to know if they would be compelling to the user.

即使改動很小，他也認為必須親眼看到，以瞭解這些改動對用戶是否有吸引力。

Although he designed tech products, he didn't consider himself a tech guy.

雖然他設計的是科技產品，但他並不認為自己是個技術人員。

Growing up, the only computer that spoke to him was Apple's Mac.

在他的成長過程中，唯一能與他對話的電腦就是蘋果公司的 Mac。

It was a really profound moment.

那一刻真的很深刻。

I don't think I've ever had actually quite the same sense of wow with a product before.

我想，我以前從未對一件產品產生過如此強烈的驚歎感。

He thought it was a lot easier to use than any other computer, and he believed the designers actually cared about the product and how consumers felt when they used it.

他認為這臺電腦比其他電腦更容易使用，而且他相信設計者真正關心的是產品和消費者使用時的感受。

He told the Design Museum in London, The more I learned about this cheeky, almost rebellious company, the more it appealed to me.

他告訴倫敦設計博物館："我對這家厚顏無恥、近乎叛逆的公司瞭解得越多，它就越吸引我。

The bursaries he received for his stellar work as a student gave him the chance to travel to Silicon Valley, where he visited the studio of a star designer.

學生時代的優異成績讓他獲得了去硅谷旅行的機會，在那裡他參觀了一位明星設計師的工作室。

Robert Bruner was impressed by Johnny's phone concept.

羅伯特-布魯納對約翰尼的電話概念印象深刻。

Unlike other student projects, it wasn't simply a mock-up, but included the internal components.

與其他學生項目不同的是，它不僅僅是一個模型，還包括內部組件。

Bruner asked him to consider joining his design firm upon graduation, but Johnny had already promised to return to London to work for Robert's Weaver Group, which had been financing his education.

布魯納請他考慮畢業後加入自己的設計公司，但約翰尼已經答應回倫敦為羅伯特的韋弗集團工作，而韋弗集團一直在資助他的學業。

A few months later, Bruner helped Apple establish its own in-house design studio.

幾個月後，布魯納幫助蘋果公司建立了自己的內部設計工作室。

Up until then, Apple had contracted its design work out to a German firm.

在此之前，蘋果公司一直將設計工作外包給一家德國公司。

After his big trip to America, Johnny submitted a report to the group that awarded him the travel bursary, writing, I immediately fell in love with San Francisco, and desperately hope that I can return there sometime in the future.

美國之行結束後，約翰尼向為他頒發旅行助學金的小組提交了一份報告，他寫道："我立刻就愛上了舊金山，迫切希望將來有機會能再回到那裡。

Back in the UK, he spent a year and a half with Robert's Weaver Group before he left to join the design startup Tangerine, co-founded by his friend, a former designer at Robert's Weaver.

回到英國後，他在羅伯特織工集團工作了一年半，然後加入了設計初創公司 Tangerine，該公司由他的朋友（羅伯特織工集團的前設計師）共同創辦。

At Tangerine, the four-person team designed everything for clients, from TVs to toilets.

在 Tangerine，四人團隊為客戶設計了從電視到馬桶的一切。

Johnny designed a minimalistic home for a Scottish hairdresser that went on to win a prestigious prize.

約翰尼為一位蘇格蘭美髮師設計了一個簡約風格的家，並贏得了著名獎項。

But sometimes he found it frustrating working with clients who had a different vision than him.

但有時他發現，客戶的想法與他不同，這讓他很沮喪。

For example, a major bathroom company was unhappy with Johnny's toilet designs, Raphael, Leonardo, and Donatello.

例如，一家大型衛浴公司對約翰尼的馬桶設計 "拉斐爾"、"萊昂納多 "和 "多納泰羅 "很不滿意。

They were named after the Teenage Mutant Ninja Turtles.

它們以忍者神龜的名字命名。

The company claimed they were too modern and too expensive to produce.

該公司聲稱，這些產品太現代化，生產成本太高。

The designs that he put his heart and soul into were literally flushed down the toilet.

他嘔心瀝血的設計就這樣被衝進了馬桶。

So when the California designer who had been impressed by his telephone prototype came knocking again, Johnny couldn't resist.

是以，當這位曾對他的電話原型留下深刻印象的加利福尼亞設計師再次登門拜訪時，約翰尼無法拒絕。

Brunner was the head of industrial design at Apple.

布魯納曾是蘋果公司的工業設計主管。

John Scully was the CEO of Apple at the time.

約翰-斯卡利當時是蘋果公司的首席執行官。

Steve Jobs had been forced out of the company he co-founded and was trying to make his new software company NeXT succeed while keeping his other company, Pixar, afloat.

史蒂夫-喬布斯被迫離開了他共同創立的公司，並試圖讓他的新軟件公司 NeXT 取得成功，同時讓他的另一家公司皮克斯（Pixar）繼續生存下去。

When Brunner hired Tangerine to work on some potential future products for Apple, the team speculated it was just a ploy to try to lure Johnny to California.

當布魯納聘請 Tangerine 為蘋果公司開發一些未來的潛在產品時，團隊成員猜測這只是他想把約翰尼吸引到加州的一個策略。

California was a long way from London.

加利福尼亞距離倫敦很遠。

Johnny also wasn't sure his wife would want to move so far from home.

約翰尼也不確定他的妻子是否願意搬到離家這麼遠的地方。

But there were too many reasons to say yes.

但有太多的理由讓我無法答應。

Apple would allow him to focus on rather than the business side of a startup.

蘋果公司可以讓他專注於創業公司的業務而不是商業方面。

He could see a design through from start to finish.

他能從頭至尾地完成設計。

Plus, he had fallen in love with a Mac.

此外，他還愛上了 Mac。

So he packed his bags for the golden state.

於是，他收拾行囊，前往金州。

Johnny's first big assignment at Apple was the second generation message pad, a personal digital assistant that laid the foundation for the iPhone.

約翰尼在蘋果公司的第一個重要任務是第二代資訊板，這是一款個人數字助理，為 iPhone 奠定了基礎。

He designed it to flip open from the top rather than from the side because then it wasn't culturally specific, as people in North America and Europe would want it to open from left to right, whereas people in Japan, for example, might want it to open from right to left.

他設計的翻蓋是從頂部而不是側面打開的，因為這樣就沒有文化差異，北美和歐洲人希望它從左到右打開，而日本人可能希望它從右到左打開。

He was always attuned to the needs of the consumer.

他始終關注消費者的需求。

He won several awards for the message pad, though he really wasn't interested in accolades.

儘管他對榮譽並不感興趣，但他還是憑藉留言板贏得了多個獎項。

He was humble and focused on his work.

他為人謙遜，專注於自己的工作。

Unfortunately, Johnny's stellar design wasn't enough.

遺憾的是，約翰尼的出色設計還遠遠不夠。

The message pad bombed due to battery It was a lesson learned, and in the future, Johnny made sure he could influence the engineering process as well.

這是個教訓，今後，約翰尼要確保自己也能影響工程進程。

Johnny quickly emerged as Bruner's second-in-command.

約翰尼很快成為布魯納的副手。

Bruner wanted his design team to come up with concepts that would excite people, the way they'd get excited over a new piece of furniture.

布魯納希望他的設計團隊能提出讓人興奮的概念，就像人們對一件新傢俱感到興奮一樣。

At the time, in the early 90s, computers were becoming increasingly popular in people's homes.

上世紀 90 年代初，電腦在家庭中越來越普及。

But they were big and boxy.

但它們又大又笨重。

Johnny refined the design of the desktop Mac into a slim, flat-screen computer.

約翰尼將臺式 Mac 的設計改良為超薄平板電腦。

The first two units of the 20th anniversary Mac were given to Apple's co-founders Steve Jobs and Steve Wozniak in 1997.

1997 年，蘋果公司聯合創始人史蒂夫-喬布斯（Steve Jobs）和史蒂夫-沃茲尼亞克（Steve Wozniak）獲得了首批兩臺 20 週年紀念版 Mac。

Jobs was brought in as an advisor when Apple bought his company Next.

蘋果公司收購喬布斯的公司 Next 時，喬布斯被聘為顧問。

But the new Mac failed as well.

但新 Mac 也失敗了。

It was very pricey at $9,000.

它的價格非常昂貴，為 9 000 美元。

Other computers were selling for less than half that of industrial design at just 29 years old.

其他電腦的售價還不到工業設計的一半，而工業設計只有 29 歲。

But he had his frustrations too.

但他也有自己的苦惱。

He felt Apple's then-CEO, Gilbert Emilio, had no desire to innovate.

他認為蘋果公司當時的首席執行官吉爾伯特-埃米利奧（Gilbert Emilio）沒有創新的慾望。

His immediate boss promised him things would soon be different.

他的頂頭上司向他保證，事情很快就會有所不同。

Emilio was quickly forced out as CEO, and Steve Jobs was back at the helm.

埃米利奧很快被迫辭去首席執行官一職，喬布斯重新掌舵。

It had been 12 years since Jobs was ousted from Apple.

喬布斯被趕出蘋果公司已經 12 年了。

When he returned, he held a meeting of top our goal is not just to make money, but to make great products.

回來後，他召開了一次高層會議，我們的目標不僅僅是賺錢，而是要做出偉大的產品。

Jobs wanted Apple to focus on creating first-class products that people would be willing to pay a premium for, much like how people are willing to pay more for a Mercedes over a Chevy.

喬布斯希望蘋果公司專注於創造一流的產品，讓人們願意為這些產品支付更高的價格，就像人們願意為奔馳車而不是雪佛蘭車支付更高的價格一樣。

Jobs had a vision of what he wanted Apple products to be.

喬布斯對蘋果產品有著自己的願景。

He told the New York Times, That's not what we think design is.

他對《紐約時報》說："我們認為設計不是這樣的。

It's not just what it looks like and feels like.

這不僅僅是外觀和感覺。

Design is how it works.

設計就是它的工作原理。

He entrusted Ive to execute his vision of building beautiful and functional products.

他委託 Ive 執行他的願景，打造美觀實用的產品。

Jobs told Isaac Sin that Ive has more operational power than anyone else at Apple, except me.

喬布斯對艾薩克-辛說，除了我之外，艾維比蘋果公司的任何人都更有操作權。

The first order of business was to create a new desktop.

首要任務是創建一個新的桌面。

Apple had many products, but no standout product.

蘋果公司有許多產品，但沒有突出的產品。

The company was close to bankruptcy due to declining sales, as it faced competition from PCs with Microsoft's new operating system, Windows.

由於面臨來自採用微軟新作業系統 Windows 的個人電腦的競爭，該公司的銷售額不斷下滑，瀕臨破產。

Engineers had played a leading role in the design process up until then.

在此之前，工程師在設計過程中一直髮揮著主導作用。

They determined the size of the device, and then the design team had to design an enclosure that fit.

他們確定了設備的尺寸，然後設計團隊必須設計一個合適的外殼。

But when Jobs returned as CEO, the design team started calling more of the shots.

但當喬布斯重新擔任首席執行官後，設計團隊開始更多地發號施令。

Ive constantly butted heads with John Rubinstein, Apple's head of engineering, who was actually his supervisor.

我經常與蘋果公司的工程主管約翰-魯賓斯坦（John Rubinstein）發生爭執，而魯賓斯坦實際上是他的上司。

Engineers weren't happy that they were now forced to fit hardware into a design.

工程師們並不高興，因為他們現在不得不在設計中加入硬件。

While thinking about the new computer, a member of the design team suggested it should be translucent.

在考慮新電腦時，設計團隊的一位成員建議它應該是半透明的。

This was a complete contrast to the dark, gray look of computers back then.

這與當時電腦灰暗的外觀形成了鮮明的對比。

Ive loved the idea.

我喜歡這個想法。

A lot of people at that point in time were nervous around computers, around technology.

當時，很多人都對電腦和技術感到緊張。

So a clear goal was how we could make the product accessible and not intimidating.

是以，我們的一個明確目標就是如何使產品易於使用，而不是讓人望而生畏。

Translucency made it less intimidating.

半透明讓人不那麼害怕。

Ive also added a handle to the computer.

我還在電腦上加了一個把手。

This was not for carrying, but to build a bond with the user, to make it seem approachable.

這不是為了攜帶，而是為了與用戶建立聯繫，使其看起來平易近人。

He explained to Isaacson, if you're scared of something, then you won't touch it.

他向艾薩克森解釋說，如果你害怕某樣東西，那麼你就不會去碰它。

I could see my mom being scared to touch it.

我可以看到我媽媽不敢碰它。

So I thought, if there's this handle on it, it makes a relationship possible.

所以我想，如果有這個把手，就有可能建立關係。

The importance of a personal connection was reflected in the name of the computer.

個人聯繫的重要性體現在電腦的名稱上。

The I in iMac stood for internet, but it also stood for individual.

iMac 中的 I 代表互聯網，但也代表個人。

It was a make-or-break moment for Apple when Jobs unveiled the iMac in May 1998.

1998 年 5 月，喬布斯發佈了 iMac，這對蘋果公司來說是一個決定成敗的時刻。

The whole thing is translucent.

整體呈半透明狀。

You can into it.

你可以進入它。

It's so cool.

太酷了

Despite his enthusiasm, the reviews were mixed.

儘管他熱情洋溢，但評價卻褒貶不一。

Journalists noted the lack of a floppy drive, which Jobs felt would date the machine.

記者注意到沒有軟驅，喬布斯認為這會使機器過時。

He wanted something that represented the future.

他想要代表未來的東西。

A reporter with the Boston Globe predicted that the iMac will only sell to some of the true believers.

波士頓環球報》的一位記者預測，iMac 只能賣給一些真正的信徒。

How wrong he was.

他錯得太離譜了。

People went crazy for the iMac.

人們為 iMac 瘋狂。

It went on sale for $12.99 and by the end of 1998, the iMac became the fastest-selling desktop in history.

它以 12.99 美元的價格上市銷售，到 1998 年底，iMac 成為歷史上銷售最快的臺式機。

The iMac had a huge impact on our culture.

iMac 對我們的文化產生了巨大的影響。

Suddenly, it seemed like everything in the late 90s and early 2000s was transparent.

突然間，90 年代末和 21 世紀初的一切似乎都變得透明瞭。

The iMac was constantly upgraded and also released in multiple colors.

iMac 不斷升級，還推出了多種顏色。

It set a precedent for the iPod, which was constantly improved and released in colorful designs.

它開創了 iPod 的先河，iPod 不斷得到改進，並推出了豐富多彩的設計。

Jobs saw an opportunity to create a portable music device that relied on the latest digital technology rather than CDs.

喬布斯看到了一個機會，那就是創造一種依靠最新數字技術而非 CD 的便攜式音樂設備。

He wanted something small enough to fit in your pocket and easy to use.

他想要一個小到可以放進口袋且易於使用的東西。

A wheel was a clever way to navigate through the menu.

滾輪是瀏覽菜單的一種巧妙方式。

Interestingly, there was no on-off button.

有趣的是，沒有開關按鈕。

Any button could turn the device on and it turned off after a period of inactivity, which spoke to its ease of use.

任何按鍵都可以打開設備，而設備在靜止一段時間後就會關閉，這說明了它的易用性。

The iPod was beautiful, besides the stainless steel back that was easily scratchable.

除了不鏽鋼背殼容易刮花之外，iPod 非常漂亮。

Johnny decided that the first iPod should be white to emphasize the simplicity and elegance of the design.

約翰尼決定，第一個 iPod 應該是白色的，以突出設計的簡潔和優雅。

This was a breakthrough moment because white would become the staple color in Apple's lineup and is synonymous with the brand.

這是一個突破性的時刻，因為白色將成為蘋果產品系列的主打色，也是蘋果品牌的代名詞。

With Apple's success, Johnny was generously rewarded and was able to enjoy himself in his downtime and splurge a little.

隨著蘋果公司的成功，約翰尼得到了豐厚的回報，他可以在閒暇時盡情享受，揮霍一番。

He had an affinity for British luxury cars, which nearly killed him.

他對英國豪華汽車情有獨鍾，這差點要了他的命。

While driving with another Apple designer in the passenger seat, Ive lost control of his Aston Martin and struck a median.

當艾維與另一位蘋果設計師坐在副駕駛位置上時，他的阿斯頓-馬丁汽車失控撞上了中間隔離帶。

The car was completely totaled.

汽車完全報廢了。

But thankfully, both men survived.

但值得慶幸的是，兩人都活了下來。

And there was still a lot to accomplish.

還有很多事情要做。

The wheel on the iPod may have been a clever way to navigate through the menu, but what about something even more intuitive?

iPod 上的滾輪可能是一種巧妙的菜單導航方式，但更直觀的方式又如何呢？

When the engineering team produced a multi-touch system as a demo, Ive knew it would be a game changer.

當工程團隊製作出多點觸控系統作為演示時，我就知道它將改變遊戲規則。

He decided to show it to Jobs privately because his boss had a tendency to flat-out reject ideas and Ive didn't want him to reject this one so quickly, especially in front of the entire team.

他決定私下把它拿給喬布斯看，因為他的老闆有斷然拒絕創意的傾向，而 Ive 不希望他這麼快就拒絕這個創意，尤其是當著整個團隊的面。

In this case, he had nothing to worry about.

在這種情況下，他沒有什麼可擔心的。

Jobs agreed touch was the future.

喬布斯同意觸摸是未來的趨勢。

The idea of a touch device led to the iPhone.

觸控設備的想法催生了 iPhone。

As with all Apple products, the iPhone was built in secret.

與所有蘋果產品一樣，iPhone 也是祕密製造的。

Most of Apple's employees were not allowed in the design He showed Jobs prototypes of top-secret designs on wooden tables outside his office, which inspired the big open tables at Apple stores.

他在辦公室外的木桌上向喬布斯展示了絕密設計的原型，這也是蘋果專賣店開放式大桌子的靈感來源。

The models were covered with a black cloth when not in use.

模型不用時用黑布蓋住。

Ive believed nothing should detract from the iPhone screen.

我認為，沒有任何東西會影響 iPhone 螢幕的美觀。

He wanted it to look like an infinity pool, where the displays seemed to extend endlessly with no visible edges or boundaries.

他希望它看起來像一個無邊泳池，顯示屏似乎無窮無盡地延伸，沒有明顯的邊緣或邊界。

Today, Apple is going to reinvent the phone.

今天，蘋果將重塑手機。

Apple released the iPhone in 2007.

蘋果公司於 2007 年發佈了 iPhone。

Hey Johnny, how you doing?

強尼，你好嗎？

I'm good, how you doing?

我很好，你好嗎？

Well, it's been two and a half years and I can't tell you how thrilled I am to make the first public phone call with iPhone.

兩年半過去了，能用 iPhone 打第一個公開電話，我真是激動得無法形容。

The iPhone is widely regarded as one of the most influential product designs of the 21st century.

iPhone 被公認為 21 世紀最具影響力的產品設計之一。

But there is one more thing.

但還有一件事。

Why not make the screen bigger and turn it into another product?

為什麼不把螢幕做大，把它變成另一種產品呢？

And we call it the iPad.

我們稱之為 iPad。

Although the iPad came after the iPhone, Jobs said the idea for a tablet came first.

雖然 iPad 誕生於 iPhone 之後，但喬布斯說平板電腦的想法是最先產生的。

Apple once again established itself as the standard bearer for innovative products.

蘋果公司再次成為創新產品的標杆。

By the time the iPad was released in 2010, Jobs had already been diagnosed with pancreatic cancer.

2010 年發佈 iPad 時，喬布斯已被診斷出患有胰腺癌。

Despite multiple treatments and surgeries, his health deteriorated.

儘管進行了多次治療和手術，他的健康狀況還是每況愈下。

A year later, in August 2011, he stepped down as CEO.

一年後的 2011 年 8 月，他辭去了首席執行官一職。

When he was recovering from his first bout of cancer, Jobs asked to see two people, his wife Laurene and Johnny Ive, as recounted in the book by Leandor Caney.