iGenius：史蒂夫·乔布斯是如何改变世界的（2011）

当有人用你赖以营生的劳动成果
When you have people making millions
赚得盆满钵满
and millions of dollars off of something
而你则连一个子都没有得到
that is your livelihood and you’re getting nothing
这实在是太不公平了
out of it that’s just unfair.
音乐产业需要的是一个天才的想法
What the music industry needs is a touch of genius.
现在他们需要一个局外人
There almost needed to be an outside perspective
帮他们走出困境
that could come in and shake things up.
整个产业变得死气沉沉
The business would become to so stagnant.
皮特·温兹
Fall out boy 和 Black cards 乐队音乐人
需要一个跳跃性的进步
It really needed to jump forward like light years.
乔布斯不仅仅找到了
Jobs not only finds a way
公平的竞争平台
to level the playing field,
他还改变了整个产业的游戏规则
he establishes ground rules for a whole new game.
他说 我要你们
He said, I want all of you
以同样的价格出♥售♥你们所有的歌♥曲
to sell all of your songs for the same price,
安迪·瑟威尔
《财富》杂♥志♥ 执行编辑
一美元一首
$1.
然后他们说 什么
and they said, what?
我们不能这么做
We can’t do that.
有些歌♥比别的歌♥值钱多了
Some songs are worth more than others.
他却说 那样太复杂了
He said, it gets too complicated.
每首99美分
必须是每首只卖♥♥一美元
They have to worth $1 each.
最终 六家唱片公♥司♥达成一致
Finally, half dozen record companies,
他居然把他们全部说服了
he basicly got them all to agree,
简直前无古人 但他做到了
never been done before in the history of the world, but he did it.
我们把它称作iTunes音乐商店
The iTunes music store is what we gonna call this.
苹果于2003年四月推出iTunes商店
In april of 2003, Apple launches the iTunes store,
立刻变成音乐爱好者的在线圣地
an intuitive online mecca for music.
音乐产业被颠覆了
The landscape of the music industry
之后便再次趋于稳定
just completely changed and was stable again.
行业里每个人知道
It was like, you knew that there
听众分享你音乐的同时
was a source of revenue from the
你能得到一笔收益
sharing of your music all of the sudden.
这个模式对我们来说这很棒
That was beautiful. That was great for us.
粉丝们不再需要去买♥♥整张专辑
No longer required to buy full albums,
他们可精挑细选自己喜欢的歌♥曲
fans cherry-pick their favorite song,
创建播放列表 然后随机播放
create play list and start to shuffle.
突然之间 你就能找到新的歌♥曲
Suddenly you’re just discovering these jams you’ll finding new songs
我相信 这一代人
and I really believe that this generation
成长在播放列表的时代
that grew up in the age of play lists,
成长在随机播放的时代
that grew up in the age of shuffle
因此对音乐会有更广泛的了解
has broader tastes of music because of it.
当苹果在iTunes上收获巨大成功时
While apple is flying high on the success of iTunes,
乔布斯自己生活的节奏却被打乱了
the Rhythm of Jobs’ own life is interrupted.
2004年7月
In July of 2004,
他接受了胰腺恶性肿瘤的切除手术
he under goes Surgery to remove a malignant tumor in his pancreas.
其实 我认为这加速了他的创新步伐
If anything, I think it helped to accelerate his timetable,
谷川道雄
纽约城市学院 理论物理学家
因为他意识到生命的有限性
realizing he had a finite number of days on the earth.
乔布斯再接再厉
Jobs pushes forward
iPod帝国相继推出了mini
adding the mini, shuffle,
shuffle和nano
and nano to his iPod empire.
从诞生之日起 每一代产品都更进一步
From the time it launched, every generation just got kind of smaller,
更苗条 更性感 更细腻 更小巧
slimmer, sexier, slicker, tinier.
iPod体型不可思议越来越小
The incredible shrinking iPod
《周六夜现场》对此恶搞了下苹果
earned Apple a parody on “Saturday night live”.
好的 稍等
Okay, wait a minute.
史蒂夫·乔布斯 你手上什么也没有啊
Steve Jobs, I don’t even think you really holding anything.
我有 透明版iPod
I am, iPod Invsi
完美的圣诞礼物 能存储八百万首歌♥
Perfect stocking stuffer and it holds 8 million songs.
随后iPod可以播放电视节目
The iPod would soon hold TV shows,
音乐视频 甚至电影
music video, even feature films,
均可从iTunes上下载 不分地域
all downloadable on iTunes globally.
无论是在亚洲还是澳洲
Whether it was in Asia, Australia,
都和在美国一样
they were able to interact with music
在音乐的国度没有时差
almost instantly as people could in the U.S.
iPod如此成功
The iPod is so popular,
即使是它的广♥告♥都能创造事业奇迹
even its commercials are capable of catapulting careers.
一 二 三 四
One, two, three, four,
告诉我 你更爱我
tell me that you love me more.
比如说歌♥手菲斯特
You look at an artist like Feist
她的歌♥《一二三四》
and her song “One, two, three, four”
这首歌♥
I mean this is the song that…
它在公告牌榜单上几乎是垫底的
it had cracked the very very bottom part of the billboard chart.
但当它成为苹果广♥告♥的背景音乐后
But it started running in apple commercials
仅仅一周
and literally like the next week,
它便冲进了前二十
boom, it’s at like number 20.
很快又进入前十
Boom, number ten.
哈利·沈是热播剧集《欢乐合唱团》的主角
Harry Schum, the star of the hit TV serious “Glee.”
但在这个苹果黑影舞蹈广♥告♥中
But you might not recognize him here,
你可能认不出来他
in apple’s dancing silhouette commercial.
我时常听说史蒂夫·乔布斯想要证明
I always heard that Steve Jobs has to prove it.
他很特别 想把事情变得简单
He’s particular and he wants thing simple and
我想这就是黑影舞蹈的设计初衷
I think that’s what shaped the form of silhouettes.
这是哈利
一个人在跳舞 做一些精彩的动作
A person dancing, maybe doing extraordinary moves,
但是以黑影的形式
but in silhouette.
这让你感觉
So it made you feel that,
我也可以这样 手持iPod 尽享乐趣
hey, I could be one of those people holding those iPods having fun
我认为这太有才了
and I just thought it was so genius.
苹果对音乐界影响越来越大
But not everybody is a fan of Apple’s growing influence
并非皆大欢喜
on the music world.
iTunes几乎一手抹掉了
iTunes almost single-handedly
所有传统音乐商店
wipes out traditional music stores.
淘儿唱片宣布破产
Tower Records declares bankruptcy.
淘儿唱片 美国连锁唱片零售商
国家音乐连锁相继破产
The national music chains.
有些歌♥手对iTunes也产生抵触情绪
Then plus there has been some holdouts to iTunes.
我能够理解他们
I can understand their point.
为什么我的歌♥和其他人的一个价
Why is my song worth the same as some,
比如 巴伐利亚风格[不入流的]
you know, Bavarian folk tune.
我做的是流行音乐
Right? It’s not. I mean, this is pop music.
我可是摇滚小子啊
I’m Kid Rock.
音乐产业满足不了乔布斯的胃口
But the music industry is no match for Steve Jobs.
苹果重新定位 将产品线多元化
Now defining itself as more than any single product,
将”电脑”从公♥司♥的官方名称中去掉
Apple drops the word “Computer” from its official corporate name.
相比较于其他产品
You just look at your apple product
你会在苹果的产品上看到个性
a little bit more than you would look at something else.
你在家里的沙发上 手拿遥控器
You don’t sit there with you remote control at home and
大概很难跟眼前的电视产生共鸣
just like ogle it and sort of just mentally feel it up.
但苹果的产品却能做到这点
But you do with apple products
iPod便是如此
and you did with the iPod.
史蒂夫·乔布斯和苹果成为全球时尚大使
Steve Jobs and Apple become the global ambassador of cool.
奥巴马总统
President Obama gives one,
图雷
微软全国广播公♥司♥撰稿人 文化评论员
把iPod装满他喜欢的歌♥
preloaded with all the music that he loves,
再送给了伊莉莎白女王
to Queen Elizabeth.
这一台空白iPod的意义完全不同
And a blank iPod is nothing compared to a loaded iPod.
音乐诠释了我们的生活
Music defines our lives and
而史蒂夫让音乐触手可得
Steve made it highly portable and easy to access.
这真是一份厚礼
That’s a pretty big gift.
但对乔布斯来说 这仅仅是华章前的序曲
But for Jobs, just a stocking stuffer compared to the gifts to come.
史蒂夫·乔布斯
改变世界的力量
看看这些东西是多么可爱
Look at how lovely these things are.
我是说即使不使用它们
I mean, even when they’re off
拿在手里都觉得漂亮
they’re beautiful to hold.
在他们的设计中
In their design,
乔布斯把简洁作为首要理念
Jobs’ went for simplicity above all else.
如果他有格言的话 很可能就是”简洁”
If he had a mantra it could have just been “Simple.”
简洁
Simple.
似乎一个按键或无按键是他不言而喻的理念