But when you look back on all Apple has done, I am fascinated by one singular Apple event that happened 10 years ago.

但是，當你回顧蘋果公司所做的一切時，我對 10 年前發生的一件蘋果公司的奇特事件非常著迷。

A lot went wrong, and nothing like it will ever happen again.

出了很多差錯，類似的事情再也不會發生了。

I'm talking about September 9th, 2014, the day Apple shoved a U2 album on everyone's iPhone.

我說的是 2014 年 9 月 9 日，那天蘋果公司把 U2 的專輯塞進了每個人的 iPhone。

But U2 was not the only debacle to come from that beautiful day.

但 U2 並不是那個美好日子裡唯一的失敗。

This was the iPhone 6 event, which gave us BendGate and a botched iOS release.

這就是 iPhone 6 事件，它給我們帶來了 "彎曲門 "和失敗的 iOS 發佈。

It was the debut of the Apple Watch, pitched as a luxury item, costing as much as 17 grand for the fanciest of fancy pants customers.

這是 Apple Watch 的首次亮相，它被定位為奢侈品，價格高達 1.7 萬美元，適合最挑剔的顧客。

This also was when Tim Cook introduced Apple Pay with the bold promise of replacing your wallet.

也是在這個時候，蒂姆-庫克推出了 Apple Pay，並大膽承諾將取代你的錢包。

Newsflash, we still need wallets.

最新消息，我們仍然需要錢包。

But most folks just remember it as the day when Apple installed a U2 album on every device.

但在大多數人的記憶中，蘋果公司在每臺設備上都安裝了 U2 的專輯。

Whether you wanted it or not, and it ticked off so many people.

不管你願不願意，這讓很多人不爽。

I'll get more into that, but so many things went wrong around this iPhone launch that we have to talk about it.

我將進一步討論這個問題，但這次 iPhone 發佈會出了很多問題，我們必須談談這個問題。

So as we get ready for the iPhone 16 and the Watch 10 event in just a few weeks, here's one more thing.

是以，在我們為幾周後的 iPhone 16 和 Watch 10 發佈會做好準備之際，還有一件事值得一提。

Let's look back on the awkward moments from the iPhone 6 event, and how much has changed in the decades since.

讓我們回顧一下 iPhone 6 發佈會上的尷尬時刻，以及幾十年來發生的變化。

I'm Bridget Carey, and this is one more thing.

我是布里奇特-凱里，還有一件事。

The iPhone 6 was the first time Apple had the iPhone in two sizes.

iPhone 6 是蘋果首次推出兩種尺寸的 iPhone。

There was an iPhone 6 Plus.

有一部 iPhone 6 Plus。

It measured in at 5.5 inches.

它的尺寸為 5.5 英寸。

Now that's totally not a plus size by today's standards.

按照現在的標準，這完全算不上大碼。

The plus size screen is now 6.7 inches in diameter.

現在，超大螢幕的直徑為 6.7 英寸。

The iPhone 6 also was one of the thinnest iPhones, which turns out might've caused some problems.

iPhone 6 也是最薄的 iPhone 之一，這可能會帶來一些問題。

Shortly after its release, some folks reported that the phone casing would bend under pressure, like if it's in a tight pants pocket, and that gave us the term bendgate.

手機發布後不久，一些人報告說，手機外殼會在壓力下彎曲，就像放在緊身褲口袋裡一樣，於是就有了彎曲門這個詞。

At the time, Apple said bent iPhones were extremely rare, but surely no phone was thinner ever since the 6.

當時，蘋果公司稱彎曲的 iPhone 極其罕見，但可以肯定的是，自 6 以來，沒有一款手機比它更薄。

Perhaps Apple didn't want another bendgate, but we could be going back to super thin designs.

也許蘋果公司不想再發生彎曲門事件，但我們可能又要回到超薄設計的時代了。

Rumor has it that Apple is working on a slim iPhone 17.

有傳言稱，蘋果公司正在開發超薄 iPhone 17。

Now Apple analyst Ming-Chi Kuo says it would have a mixed titanium aluminum frame for strength and just have one camera on the back.

現在，蘋果公司分析師郭明池（Ming-Chi Kuo）表示，這款手機將採用混合鈦鋁框架，以增強強度，背面只有一個攝像頭。

And we might say goodbye to the plus size altogether.

我們可能會徹底告別大碼。

That's next year.

那是明年的事了。

Now some are saying this new model could be five millimeters thin.

現在有人說，這款新機型可能會薄 5 毫米。

That would make it the thinnest iPhone ever.

這將使它成為有史以來最薄的 iPhone。

So 10 years after the iPhone 6 Plus, we could be going back to something that looks like the iPhone 6 Plus.

是以，在 iPhone 6 Plus 推出 10 年後，我們可能又會看到與 iPhone 6 Plus 類似的產品。

Bendgate was a rough time because it came right as Apple was recovering from a bad iOS 8 update.

Bendgate 是一段艱難的時期，因為它的出現正值蘋果從糟糕的 iOS 8 更新中恢復過來。

A week after iOS 8 released, Apple pushed out a version 8.0.1 to fix some bugs, but it came with bigger bugs and it borked some iPhones.

iOS 8 發佈一週後，蘋果推送了 8.0.1 版本來修復一些錯誤，但它帶來了更大的錯誤，導致一些 iPhone 出錯。

Users reported that it was breaking cellular reception with the iPhone showing no service on the display and others noticed problems with Touch ID.

用戶報告說，它破壞了 iPhone 的蜂窩接收，顯示屏上顯示無服務，還有人注意到 Touch ID 出現了問題。

Apple had to pull back the update.

蘋果不得不撤回更新。

This event made reporters like me warn people to never download an Apple update on the first day it comes out.

這一事件讓我等記者警告人們，千萬不要在蘋果更新發布的第一天就下載。

I still get weird about downloading iOS updates right away.

我仍然對立即下載 iOS 更新感到奇怪。

The following year, in 2015, Apple opened up the iOS beta program to the public for the first time.

次年，即 2015 年，蘋果公司首次向公眾開放了 iOS 測試計劃。

Perhaps it's one way Apple makes sure it doesn't have another problematic update like that again.

也許這是蘋果確保不會再出現類似問題更新的一種方法。

When Tim Cook introduced the Apple Watch, it wouldn't reach consumer wrists for another seven months.

當蒂姆-庫克（Tim Cook）推出 Apple Watch 時，消費者的手腕還得再等七個月。

There was a lot of time to wait and speculate.

我們有很多時間等待和猜測。

Folks were wondering, why do you even need a smartwatch?

人們不禁要問，為什麼需要智能手錶？

And Apple was marketing this in many different ways.

蘋果公司以多種方式進行營銷。

You see, Apple wanted it to be for both runners and the high-end fashion crowd.

你看，蘋果希望它既適合跑步者，也適合高端時尚人群。

Remember, at this point, every tech company was making smartwatches.

請記住，在這個時候，每家科技公司都在生產智能手錶。

So Apple went all out on the luxury angle to stand apart.

是以，蘋果公司全力打造奢侈品，以求與眾不同。

There were three versions, the entry-level aluminum and glass watch sport model.

共有三個版本，分別是入門級鋁製和玻璃手錶運動款。

It started at about $350.

起價約為 350 美元。

There was a stainless steel version started at roughly $550, but the big daddy was the Apple Watch Edition, a luxury model made of 18 karat gold.

不鏽鋼版的起價約為 550 美元，但最重要的是 Apple Watch Edition，這是一款用 18K 金打造的奢華表款。

Starting price was $10,000, and it went up to 17 grand.

起價為 10 000 美元，後來漲到 17 000 美元。

Vogue gave it a 12-page cover spread.

時尚》雜誌用 12 頁的篇幅對其進行了封面報道。

But here's the thing, unlike a real luxury watch, computer screens are not an heirloom.

但問題是，與真正的豪華手錶不同，電腦屏幕不是傳家寶。

You can't pass this down to your kids.

你不能把這個傳給你的孩子。

So it was a doomed idea, and it flopped.

是以，這是一個註定失敗的想法。

It did, in fact, become obsolete.

事實上，它確實已經過時了。

Apple will no longer fix it, and the software has not been updated beyond Watch OS 4.3.2.

蘋果公司不再對其進行修復，軟件更新也未超過 Watch OS 4.3.2。

That's back in 2018.

這要追溯到 2018 年。

A decade later, we still have three versions, and the luxury aspect is really about which wrist strap you buy.

十年後的今天，我們仍然有三個版本，而奢華與否其實就在於你買的是哪一款腕帶。

Hermes sells a band for $590, more than the cost of buying two Apple Watches.

愛馬仕的錶帶售價為 590 美元，比購買兩塊蘋果手錶的價格還高。

But all those fashion bands might as well head to the landfill.

但是，所有這些時裝帶還不如扔進垃圾堆。

The 10th edition of the Apple Watch is rumored to have a whole new design with a new system for connecting the bands.

據傳，第 10 版 Apple Watch 將採用全新的設計和新的錶帶連接系統。

So these current bands that just kinda slide in and out of the slot here, they're likely incompatible.

是以，目前這些在插槽中進進出出的樂隊很可能是不兼容的。

Will people be quick to upgrade if they're losing all of their investment on the bands?

如果人們在樂隊上的投資全部虧損，他們會很快升級嗎？

I mean, at least when I buy a new pair of pants, the belt I bought is still compatible.

我的意思是，至少當我買一條新褲子時，我買的皮帶還能兼容。

Apple Pay was introduced as a way to replace the wallet, but not every retailer was playing along at first.

Apple Pay 是作為取代錢包的一種方式而推出的，但一開始並不是每個零售商都在玩。

Stores like Home Depot and Walmart did not take Apple Pay.

家得寶和沃爾瑪等商店不接受 Apple Pay。

And 10 years later, you still can't use it at Home Depot or Walmart.

10 年後，你仍然無法在家得寶或沃爾瑪使用它。

But many other retailers did eventually get on board, and it seems to be almost everywhere.

但許多其他零售商最終也加入了這一行列，而且似乎幾乎無處不在。

I could pay for the New York City subway by just tapping my iPhone now.

我現在只需輕點一下 iPhone，就能支付紐約地鐵的費用。

But it still struggles to be a wallet replacement because of driver's licenses.

但由於駕駛執照的原因，它仍難以成為錢包的替代品。

Only some states are compatible with putting their licenses in the Apple wallet.

只有部分州可以將駕照放入蘋果錢包。

So wallets are not dead.

是以，錢包並未消亡。

If you're like me and you love those wild lounge fly wallets, you can still keep buying them with Apple Pay, ironically.

如果你和我一樣喜歡那些狂野的休閒蒼蠅錢包，那麼具有諷刺意味的是，你仍然可以用 Apple Pay 繼續購買它們。

That September event was jam-packed, and it was a live event, which sadly I think is something Apple won't do again.

9 月份的發佈會現場座無虛席，而且是現場直播，但遺憾的是，我認為蘋果公司不會再這樣做了。

But even with all of this news, Tim Cook wanted one more thing to close out the gathering.

不過，即使有了這些消息，蒂姆-庫克還想再做一件事來結束這次聚會。

In a celebratory moment for the iTunes Store, which at this point was around for a decade, the band U2 performs this new song for the crowd.

在為 iTunes Store 慶祝的時刻，U2 樂隊為觀眾演唱了這首新歌。

And then Bono gets on stage with Cook to tease up that Apple should pay him to give this whole album to every iTunes customer.

然後波諾與庫克一起上臺，調侃說蘋果公司應該付錢給他，讓他把整張專輯送給每一位 iTunes 用戶。

If we gave it away for free, but first you would have to pay for it, because we're not going in for the free music round here.

如果我們免費贈送，但首先你得付錢，因為我們這裡不搞免費音樂。

And with that magic instant, everyone got Songs of Innocence on their machines.

就在那神奇的一瞬間，每個人的機器上都出現了《純真之歌》。

And then everyone was left confused on how to remove Songs of Innocence from their machines.

然後，每個人都不知道如何從自己的機器上刪除 "純真之歌"。

If you don't follow Apple news, I guess you just woke up and you were like, oh, what is Bono doing on my iPhone?

如果你不關注蘋果公司的新聞，我猜你一覺醒來就會想：哦，波諾在我的 iPhone 上做什麼？

Now I'm old enough to remember when devices came with free media all the time.

現在我已經老了，還記得當年的設備總是附帶免費媒體。

Windows 95 came with a free movie file of the Weezer Buddy Holly music video, and one of the earliest Samsung Galaxy phones.

Windows 95 附帶一個免費的 Weezer Buddy Holly 音樂視頻文件，以及最早的三星 Galaxy 手機之一。

It was called the Samsung Vibrant on T-Mobile.

它在 T-Mobile 上的名字叫 Samsung Vibrant。

In 2010, it came with an entire copy of the Avatar movie loaded on it.

2010 年，它還裝上了整部《阿凡達》電影的拷貝。

And I swear to you, that's how I watched Avatar for the first time on a four inch screen, just like how James Cameron wanted.

我發誓，這就是我第一次在四英寸螢幕上觀看《阿凡達》的方式，就像詹姆斯-卡梅隆希望的那樣。

But back to Bono, although it was a free thing and Americans love free things, they do not love having this music appear on their machines because it was so woven in with their iTunes music library.

但回到波諾身上，雖然這是一件免費的事情，美國人也喜歡免費的東西，但他們並不喜歡這些音樂出現在他們的機器上，因為這些音樂與他們的 iTunes 音樂庫交織在一起。

It was in the iCloud and you couldn't just delete it out of the iCloud, at least not at first.

它在 iCloud 中，你不能將其從 iCloud 中刪除，至少一開始不能。

Like if you just shuffled, you had U2 suddenly playing.

就像你剛洗完手，U2 就突然響了起來。

It was so bad that Bono apologized for the stunt and Apple had to provide a whole fix just to help people remove it.

由於效果太差，波諾為此道歉，而蘋果公司不得不提供一個完整的修復程序來幫助人們移除它。

It went so poorly that I don't think we're gonna get a free piece of media again, unless you count free trials of subscriptions because now so much has shifted to streaming services.

由於效果太差，我認為我們再也不會有免費的媒體了，除非算上免費的訂閱試用，因為現在很多媒體都轉向了流媒體服務。

And think about how much is different from a decade ago in music ownership.

想想看，在音樂所有權方面，與十年前相比有多大的不同。

We had MP3 libraries and iPods and then they took away our CD drives.

我們有 MP3 圖書館和 iPod，然後他們拿走了我們的 CD 驅動器。

And I guess you could buy an external CD drive, but not anymore on Apple because the super drive is no longer available as of just a few weeks ago.

我想你也可以買一個外置光驅，但現在蘋果公司已經不賣了，因為就在幾周前，超級光驅已經停產了。

We had this method of buying and storing music, but the environment changed around this method.

我們有這種購買和存儲音樂的方法，但圍繞這種方法的環境發生了變化。

So I don't blame consumers.

所以我不怪消費者。

Ownership just became obsolete when the infrastructure of ownership changed.

當所有權的基礎設施發生變化時，所有權也就過時了。

Now doing this story made me realize that my digital music library over the years is just rotting on some drive somewhere because I stream everything.

現在做這個故事讓我意識到，我多年來的數字音樂庫就這麼爛在某個硬盤上，因為我什麼都用流媒體播放。

I realized it's been years since I purchased any song and that kind of freaked me out because you don't really own anything if the digital rights to a song you love leaves a streaming service.

我意識到自己已經很多年沒有購買過任何歌曲了，這讓我有點害怕，因為如果你喜歡的歌曲的數字版權離開了流媒體服務，你就真的什麼都不擁有了。

It's a bit of a mission now to get MP3s and figure out where it all lives and how to move files around.

現在的任務是獲取 MP3，找出所有文件的存放位置以及如何移動文件。

But there is still a desire with customers for some sort of physical device that you could take music with you and also let you disconnect.

但是，客戶仍然希望能有某種實體設備，既能隨身攜帶音樂，又能斷開連接。

Just look at Urban Outfitters.

看看 Urban Outfitters 就知道了。

It is selling old iPods.

它在銷售舊的 iPod。

The company Retrospect refurbishes old iPods and it inspired me to get back to our past.

Retrospect 公司翻新舊的 iPod，這激發了我重溫過去的想法。

So I bought one.

所以我買了一個。

This is a first generation iPod mini from 2004.

這是 2004 年第一代 iPod mini。

I'm gonna play around with this a bit and I'm gonna report later on what it's like going back to just a simple MP3 player, even when iTunes software really isn't a thing anymore.

我打算玩一玩這個，稍後再向大家彙報，即使 iTunes 軟件真的不再是個東西了，回到一個簡單的 MP3 播放器會是什麼感覺。

Let me know what you're looking for in the next iPhone event or let me know if you have any experience going back to iPods.

讓我知道你對下一代 iPhone 有何期待，或者讓我知道你是否有重拾 iPod 的經歷。

But even if you don't comment, I'll still do a show about it with or without you.

不過，即使你不發表評論，不管你來不來，我還是會做一期關於它的節目。

Thanks for watching.

感謝觀看。

I'll catch you next Friday for one more thing.

我們下週五再聊一件事。