第一篇：2007喬布斯首款iPhone發(fā)布會(huì)演講稿

2007喬布斯首款iPhone發(fā)布會(huì)演講稿

Thank you for coming.We’re going to make some history together today.So,welcome to Mac-world.You know,it was just a year ago that I was up here and announced that we were going to switch to Intel processors.A huge,heart transplant to Intel microprocessors.And I said that we would do it over the coming 12 months.We did it in seven months,and it was the—it’s been the smoothest and most successful transition that we’ve ever seen in the history of our industry.And it was because we made a beautiful,seamless version of OSX for Intel processors.And our team created Rosetta software which lets you run Power-PC apps on top of OSX on Intel processors.Our hardware team got to cranking out a new Mac with Intel processors every month,and we completed this transition in seven months.But we didn’t do this alone.We did this with the help of a lot of folks.Our new colleagues at Intel really helped us.Thank you very much.Our third-party developers rapidly moving their apps to universal versions to run at native speeds on Intel processors.Thank you very much.And most of all,our users.The minute you saw these lightning-fast machines,you bought‘em.And we’ve had an extremely successful year,and I want to thank our users very much.Now,as many as you know,our retail stores have for a while been selling over half their Macs to people who have never owned a Mac before:switchers.Well,I’m pleased to report that now,in the U.S.,Macs selling through all channels,over half of them are selling to people who have never owned a Mac before.It’s not just limited to our retail stores anymore.Half the Macs we’re selling in the U.S.We are picking up lots and lots of new members of the Mac family,and we couldn’t be happier.As a matter of fact,here’s one that might be coming on soon.Jim Allchin at Microsoft was quoted recently as saying if he didn’t work for Microsoft,he would buy a Mac,and he’s retiring soon,so I’ve alerted our Seattle stores to keep an eye out for him and give him really good service.You know,Vista’s coming out,and you know our ads with the Mac guy and the PC guy,we made a little ad for Vista,and I’d love to show it to you now,if you’d like to see it.[Apple ad] So,2007 is going to be a great year for the Mac.But this is all we’re going to talk about the Mac today.We’re going to move on to some other things and over the course of the next several months we’re going to roll out some awesome stuff for the Mac.But for today,we’re going to move on.So,the first thing I like to do is give you an update about our music business.As you know,we’ve got the iPod,best music player in the world.We’ve got the iPod nanos,brand new models,colors are back.We’ve got the amazing new iPod Shuffle.The iPod,in addition to being the world’s best MP3 player,has become the world’s most popular video player,and by a large margin.The iPod Nano is the world’s most popular MP3 player,by a wide margin.And the new shuffle is the world’s most wearable MP3 player.So we had an incredible line-up for this holiday season,all refreshed and new products.Now I’d like to tell you a few things about iTunes now that are pretty exciting.Number one,we have crossed a major milestone.We have sold over 2 billion songs on iTunes.It’s amazing.Now,there was an article recently that said iTunes sales had slowed dramatically.I don’t know what data they’re looking at,but this is our data,and what we see is iTunes sales were really up this year.It took us over three years to get to a billion songs.We got our second billion in 10 months in 2006.And growing off an over 600 million song base,we doubled it in 2006.So we couldn’t be happier with the growth rate of iTunes and selling 2 billion songs.Now,we are selling over 5 million songs a day now.Isn’t that unbelievable?That’s 58 songs every second of every minute of every hour of every day.And the last time we talked to you,we said that we were the 5th largest music reseller in the U.S.Now all these other guys sell music on CDs,and of course we sell it online.But if you add up all the music that’s sold,we were the fifth-largest reseller.Because of the growth of iTunes,I am pleased to report that we have now passed Amazon.We sell more music than Amazon,and we are now number four.And you can guess who our next Target might be.So that’s an update for music.Now I want to talk about TV shows.We’ve got awesome TV shows on iTunes.As a matter of fact we have over 350 TV shows that you can buy episodes from on iTunes.And I’m very pleased to report that we have sold now 50 million TV shows on iTunes.Isn’t that incredible? Now,let me go on to movies.When we started with television shows,the pioneering partner we had was the Walt Disney Co.They decided to throw in with us and sell TV shows,and boy did it work.Well,when we decided to sell movies,they were right with us there again as our pioneering partner to sell movies.And I am really pleased to announce that in the first four months of selling movies,we have sold 1.3 million movies on iTunes,which I think has exceeded all of our expectations.And today,we have a new partner joining the Walt Disney Co.to sell movies on iTunes,and that is Paramount.We’re thrilled because they have some awesome movies.Let me just show you a few of the titles here that are going up as we speak.All six Star Trek movies.So we are going to be moving up from the hundred movies we’ve offered so far to over 250 movies now offered on iTunes.These are getting up as fast as we can over the next week or so.And we hope to be adding even more movies as other studios throw in with us as 2006 rolls on.So that’s an update on iTunes.Now,as I said,we had a very strong lineup of music players for this holiday season.We always have stiff competition.That’s just part of this business.And we had a new competitor this past holiday season,which was,of course,Microsoft’s Zune.So how’d they do?Well,we don’t have data for December yet,because it’s not out till next week or the week after,I forget.But we have data for November,which was their launch month,should have been real big.And they garnered 2 percent market share.Two percent market share.iPod had 62 percent market share,and the rest had 36.Again,we don’t have data for December.We know we went up quite a bit in December in terms of market share.And we’ll find out how they did.But 2 percent in their launch month.So,no matter how you try to spin this,what can you say?So that’s an update on how we’re doing in the new music business,and we’ve got a few new ads for iPods.You know,we work with some of the greatest folks to create advertising.And they created this wonderful ad that I’d love to show you right now,so let me go ahead and roll it.[Ad plays] Now,just to let you in on our process a little bit,these guys are incredibly creative,they couldn’t stop,and they took the same song,which is an up-and-coming British pop group,and they took the same dancers,and they did some different animation,and they came up with what you’re about to see.[Ad plays] Isn’t that great?So,those will be running shortly.And that is an update to our music business.Now,I’d like to talk about a product we introduced in September.The code name was iTV.We have a new name for it.It’s called Apple TV.But you should either go with your code name,like we did with the Mac,or you should pick a code name quite a bit—a real name quite a bit different than your code name,so I’ll probably stumble and call this iTV five times today by mistake.I apologize.So Apple TV.Apple TV is a way to enjoy your media on your big screen TV.So let’s backtrack and talk about what we did when we previewed this in September.You can buy great content on the iTunes music store.Movies,TV shows and music,of course.And you can download it to your computer,be it a PC or a Mac.I’m going to use a Mac here.You can put other content on your computer from other places,of course.And you can put that content on your iPod,right?Now,you can go out and buy a wide-screen TV,hook up an Apple TV to it,and wirelessly transmit that content from your PC to your Apple TV and watch it on your big screen TV.It’s that simple.Right?It’s that simple.So,this is it.Let’s take a look around the back at the connectors to refresh ourselves.We have a power connector,USB 2,and Ethernet.And we have wi-fi wireless networking built in.And then we have ways to get video out.An HDMI connector,which is digital audio and video.Or component video and analog and digital audio.Right?All out the back.Most people,however,will just use these three.They’ll plug it in.There’s no power brick necessary.And they’ll hook up an HDMI cable to their wide-screen TV,and they’ll use wireless networking to get their content.So it’s really,really easy to use.Let me tell you a little more in-depth about what this box does.First of all it delivers up to 720p high-definition video.Right?Number one.Number two,it’s got a 40 gigabyte hard-drive inside of it.So it will store up to 50 hours of video.Which comes in handy for something I’m about to show you.And it has 802.11 wi-fi wireless networking,and it’s got all three of the popular standards.It’s got B,G,and the new Draft N standard,which is really,really fast.And it’s got an Intel processor in it,so it’s got the processing horsepower to do the kinds of user interfaces we like to do.So it’s a really cool box.It works with video,music and photos.It was designed for wide-screen TVs.It’s got wi-fi wireless networking,internal 40 gig hard drive.You can auto-synch your content from one computer.And you can stream content from up to five computers.So let’s examine this in a little more detail.Auto-synch from one computer.What does this mean?It means you can take one of the computers in your house,and right from iTunes,just like you would set up an iPod,you could set up your Apple TV.And you can set up your Apple TV to say,oh,take my ten most recently purchased unwatched movies and automatically put them on the hard drive of Apple TV.So that whenever I walk up to Apple TV,they’re there.Right?So let me show you,I’m going to do this with six TV shows.They just automatically,whenever I buy them,they just automatically will stream in the background to Apple TV and be stored on the hard drive.Right?So whenever I go to watch something,they are there.Now,I can also stream from up to five computers.In this case,I’m going to take content from five computers,and I can watch it on Apple TV but I will not store it on the hard drive.So you can just stream it live and watch it from other computers in the house.Or if your neighbor comes over with a notebook and they’ve got something cool that you want to watch on your widescreen TV.Again,PCs or Macs,I just choose the computer that I like.So,this is Apple TV,and why don’t we go ahead and show it to you?You can control it with this very simple remote.So let’s go see a demo.This is the screen saver.Takes all your photographs here and just puts them on your TV and they’re gorgeous,because as you know,photography these days is high-def,with these amazing digital cameras that we have.So,let’s go into the main menu of iTV,and here’s what it looks like.We’ve got movies,TV shows,music,podcasts,photos.So let’s go into movies here.And we go into movies.And we have all my movies that are stored on iTV,as well as the iTunes top movies.I can go see what’s selling on iTunes and stream it down and watch it on iTV.I can also look at theatrical trailers.Again,this is not stored on iTV.This is actually coming over the live Internet.Into my house through my Internet gateway,wirelessly to i—to Apple TV,and I can watch theatrical trailers streaming from Apple.com.So let’s go in here,and watch a cool trailer.There’s one called the Good Shepherd.So let’s watch this,I just click on it,and this is streaming live from Apple.com.[Movie trailer] So you get the idea.You can sit on your couch and watch theatrical movie trailers with iTV.Now,let’s back up here,and let’s go play a movie.We’ve got Zoolander here.Let’s go play a little part of Zoolander.One of our new Paramount movies.[Movie clip] Isn’t this great?So,that’s movies,and let’s go take a look at TV shows here.It’s,again,incredibly cool.Let’s go into“Heroes,”a really great new show,and let’s play an episode called Better Halves.[TV clip] OK,well,that’s TV shows.Now let me show you music.You know,iTV,of course is—Apple TV is primarily for video,but it turns out it’s awesome for listening to music on your home theater system,as well.We think a lot of people are going to buy it for that.So we’ve got music here,we’ve got the iTunes top music,top music videos.And let me go down into playlist here.We’ve got a favorites playlist,I’ll go into that.And I’ll just shuffle some songs,because I want to show you what it’s like when you’re playing music here.[Music plays] So it does that so it doesn’t burn a hole in your plasma TV there.And we can go ahead and just go to the next track here.So that’s what it’s like to play music.Alright.So now let’s go to photos.Again,your photos are high-def.These new digital cameras are awesome.And so you can just,again,move your photos to iTV or stream them over,over wireless networking.And see your photos right on your TV.So as an example,here’s a photo album I made of…just beautiful.So you get the idea.It’s really cool to watch photos on your widescreen TV.Now,what I’ve been demonstrating so far is primarily content that has been synched to Apple TV from my computer and I’d like to show you what it’s like when you want to connect to someone else’s computer.Let’s say Phil Schiller my neighbor comes over and he’s got his MacBook.Phil,what do you have on your MacBook.You got some content we could watch? [Demo with Phil Schiller] Well,let me just go down here to sources,and here’s the Apple TV that I’ve been playing off the hard drive of,and I just say I want to connect to a new iTunes right here,and iTunes is running on Phil’s machine.It says type in this PIN,for security reasons,and Phil types in the PIN into his MacBook.They’re fully authenticated now,and there’s Phil’s MacBook right up there and I push it,and now I’m going to be looking at the content right off of Phil’s MacBook and what do you want to watch,Phil? Alright,here we go.…Alright go to 30 Rock here.…Jack meets Dennis,OK,great.Here we go.We’re streaming off of Phil’s MacBook to this Apple TV live.[TV clip] Thank you Phil.That is Apple TV.So we think this is pretty cool Apple TV.Movies,TV shows,music and photos all on your widescreen TV.Really excited about it.So Apple TV is going to be priced at$299.Right?$299 for all this built in.And we’re going to be shipping them next month,in February,and we are taking orders starting today.So,Apple TV.Enjoy your media on your big-screen TV.We think this is going to be really something quite special Apple TV.This is a day I’ve been looking forward to for two-and-a-half years.Every once in a while,a revolutionary product comes along that changes everything.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.Apple’s been very fortunate.It’s been able to introduce a few of these into the world.1984,introduced the Macintosh.It didn’t just change Apple.It changed the whole computer industry.In 2001,we introduced the first iPod,and it didn’t just change the way we all listen to music,it changed the entire music industry.Well,today,we’re introducing three revolutionary products of this class.The first one is a widescreen iPod with touch controls.The second is a revolutionary mobile phone.And the third is a breakthrough Internet communications device.So,three things:a widescreen iPod with touch controls;a revolutionary mobile phone;and a breakthrough Internet communications device.An iPod,a phone,and an Internet communicator.An iPod,a phone…are you getting it?These are not three separate devices,this is one device,and we are calling it iPhone.Today,Apple is going to reinvent the phone,and here it is.No,actually here it is,but we’re going to leave it there for now.So,before we get into it,let me talk about a category of things.The most advanced phones are called smart phones,so they say.And they typically combine a phone plus some e-mail capability,plus they say it’s the Internet.It’s sort of the baby Internet,into one device,and they all have these little plastic keyboards on them.And the problem is that they’re not so smart and they’re not so easy to use,and so if you kind of make a Business School 101 graph of the smart axis and the easy-to-use axis,phones,regular cell phones are right there,they’re not so smart,and they’re not so easy to use.But smart phones are definitely a little smarter,but they actually are harder to use.They’re really complicated.Just for the basic stuff people have a hard time figuring out how to use them.Well,we don’t want to do either one of these things.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.This is what iPhone is.OK? So,we’re going to reinvent the phone.Now,we’re going to start with a revolutionary user interface.It is the result of years of research and development,and of course,it’s an interplay of hardware and software.Now,why do we need a revolutionary user interface.Here’s four smart phone,right?Motorola Q,the BlackBerry,Palm Treo,Nokia E62—the usual suspects.And,what’s wrong with their user interfaces?Well,the problem with them is really sort of in the bottom 40 there.It’s this stuff right there.They all have these keyboards that are there whether or not you need them to be there.And they all have these control buttons that are fixed in plastic and are the same for every application.Well,every application wants a slightly different user interface,a slightly optimized set of buttons,just for it.And what happens if you think of a great idea six months from now?You can’t run around and add a button to these things.They’re already shipped.So what do you do?It doesn’t work because the buttons and the controls can’t change.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.Well,how do you solve this?Hmm.It turns out,we have solved it!We solved in computers 20 years ago.We solved it with a bit-mapped screen that could display anything we want.Put any user interface up.And a pointing device.We solved it with the mouse.We solved this problem.So how are we going to take this to a mobile device?What we’re going to do is get rid of all these buttons and just make a giant screen.Now,how are we going to communicate this?We don’t want to carry around a mouse,right?So what are we going to do?Oh,a stylus,right?We’re going to use a stylus.No.Who wants a stylus.You have to get em and put em away,and you lose em.Yuck.Nobody wants a stylus.So let’s not use a stylus.We’re going to use the best pointing device in the world.We’re going to use a pointing device that we’re all born with—born with ten of them.We’re going to use our fingers.We’re going to touch this with our fingers.And we

have

invented

a

new

technology

called multi-touch,which is phenomenal.It works like magic.You don’t need a stylus.It’s far more accurate than any touch display that’s ever been shipped.It ignores unintended touches,it’s super-smart.You can do multi-finger gestures on it.And boy,have we patented it.So we have been very lucky to have brought a few revolutionary user interfaces to the market in our time.First was the mouse.The second was the click wheel.And now,we’re going to bring multi-touch to the market.And each of these revolutionary interfaces has made possible a revolutionary product—the Mac,the iPod and now the iPhone.So,a revolutionary interface.We’re going to build on top of that with software.Now,software on mobile phones is like baby software.It’s not so powerful,and today we’re going to show you a software breakthrough.Software that’s at least five years ahead of what’s on any other phone.Now how do we do this?Well,we start with a strong foundation.iPhone runs OSX.Now,why would we want to run such a sophisticated operating system on a mobile device?Well,because it’s got everything we need.It’s got multi-tasking.It’s got the best networking.It already knows how to power manage.We’ve been doing this on mobile computers for years.It’s got awesome security.And the right apps.It’s got everything from Cocoa and the graphics and it’s got core animation built in and it’s got the audio and video that OSX is famous for.It’s got all the stuff we want.And it’s built right in to iPhone.And that has let us create desktop class applications and networking.Not the crippled stuff that you find on most phones.This is real,desktop-class applications.Now,you know,one of the pioneers of our industry,Alan Kaye,has had a lot of great quotes throughout the years,and I ran across one of them recently that explains how we look at this,explains why we go about doing things the way we do,because we love software.And here’s the quote:“People who are really serious about software should make their own hardware.”Alan said that 30 years ago,and this is how we feel about it.And so we’re bringing breakthrough software to a mobile device for the first time.It’s five years ahead of anything on any other phone.The second thing we’re doing is we’re learning from the iPod,synching with iTunes.You know,we’re going to ship our 100 millionth iPod this year,and that’s 10s of millions of people that know how to synch these devices with their PCs or Mac and synch all of their media right on to their iPod.Right?So you just drop your iPod in,and it automatically synchs.You’re going to do the same thing with iPhone.It automatically synchs to your PC or Mac right through iTunes.iTunes is going to synch all of your media onto

your

iPhone.Your

music,your

audio books,podcasts,movies,TV shows,music videos.But it also synchs a ton of data.Your contacts,your calendars and your photos,which you can get on your iPod today,your notes,your bookmarks from your Web browser,your e-mail accounts,your whole e-mail set-up.All that stuff can be moved over to your iPhone completely automatically.It’s really nice.And we do it through iTunes.Again,you go to iTunes and you set it up.Just like you’d set up an iPod or an Apple TV.And you set up what you want synched to your iPhone.And it’s just like an iPod.Charge and synch.So synch with iTunes.Third thing I want to talk about a little is design.We’ve designed something wonderful for your hand,just wonderful.This is what it looks like.It’s got a three-and-a-half-inch screen on it.It’s really big.And,it’s the highest-resolution screen we’ve ever shipped.It’s 160 pixels per inch.Highest we’ve ever shipped.It’s gorgeous.And on the front,there’s only one button down there.We call it the home button.Takes you home from wherever you are.And that’s it.Let’s take a look at the side.It’s really thin.It’s thinner than any smart phone out there,at 11.6 millimeters.Thinner than the Q,thinner than the BlackJack,thinner than all of them.It’s really nice.And we’ve got some controls on the side,we’ve got a little switch for ring and silent,we’ve got a volume up and down control.Let’s look at the back.On the back,biggest thing of note is we’ve got a two-megapixel camera built right in.The other side,we’re back in the front.So let’s take a look at the top now.We’ve got a headset jack.3.5 millimeter all your iPod headphones fit right in.We’ve got a place,a little tray for your SIM card,and we’ve got one switch for sleep and wake.Push it to go to sleep,push it to wake up.Let’s take a look at the bottom.We’ve got a speaker,we’ve got a microphone,and we’ve got our 30-pin iPod connector.So that’s the bottom.Now,we’ve also got some stuff you can’t see.We’ve got three really advanced sensors built into this phone.The first one is a proximity sensor.It senses when physical objects get close,so when you bring iPhone up to your ear,to take a phone call,it turns off the display,and it turns off the touch sensor,instantly.Well,why do you want to do that?Well,one to save battery,but two,so you don’t get spurious inputs from your face into the touch screen.Just automatically turns them off,take it away,boom,it’s back on.So it’s got a proximity sensor built in.It’s got an ambient light sensor built in,as well.We sense the ambient lighting conditions and adjust the brightness of the display to match the ambient lighting

conditions.Again,better

user

experience,saves power.And the third thing that we’ve got is an accelerometer,so that we can tell when you switch from portrait to landscape.It’s pretty cool.Show it to you in a minute.So three advanced sensors built in.So,let’s go ahead and turn it on.This is the size of it.It fits beautifully in the palm of your hand.So,an iPod,a phone,and an internet communicator.Let’s start with the iPod.You can touch your music.You can just touch your music,it’s so cool.You’ve got a widescreen video.You can find your music even faster.Gorgeous album art on this display.Built-in speaker,and,why not?Cover flow.First time ever on an iPod.So rather than talk about this some more,let me show it to you.Alrighty.Now,I’ve got some special iPhones up here,they’ve got a little special board in them so I can get some digital video out,and I’ve got a little cord here which goes up to these projectors,so I’ve got some great images,and you get to see what it really looks like.So,let me,I’ve got a camera here so you can see what I’m doing with my finger for a few seconds.And let me go ahead and get that picture within picture up.I’m going to go ahead and just push the sleep/wake button and there we go,right there.And to unlock the phone I just take my finger and slide it across.Want to see that again?We wanted something that you couldn’t do by accident in your pocket.Just slide it across.Boom.And this is the home screen of iPhone right here.And so if I want to get in the iPod,I just go down to that lower right hand corner and push this icon right here,and boom,I’m in the iPod.I want to get home,I push the home button right here,and I’m home.Back in the iPod.Now,here I am you see five playlists across he bottom.Playlists,songs,videos and more.I’m in artists right now.Well,how do I scroll through my lists of artists?How do I do this?I just take my finger,and I scroll.Isn’t that cool?A little rubber banding up when I run off the edge.And if I want to pick somebody,let’s say I want to pick the Beatles,I just tap them,and here’s the Beatles songs with their albums right here.If I want to play Sgt.Pepper’s I just hit Sgt.Pepper’s right there,and“A Little Help From My Friends.”Look at this gorgeous album artwork here.Of course,I’ve got a volume control.Now,I’ve got a little button up in the corner right here,you can see in the upper right-hand corner,I can hit that and flip the album art around.There’s all the other songs back here.And I can play“Lovely Rita”if I want to.Flip back around.Very simple.Right,I can set some stars back here just by setting the arrows.That’s a five star album.Isn’t that cool?Yeah,it’s pretty nice.Now,let me show you something else.I just take my unit here,and I turn it landscape mode,oh,look what happens!I’m in cover flow.Let’s go into Dylan here,let’s play“Like a Rolling Stone.”I just thumb through,just thumb through my albums.It’s real easy.Anytime I find something I like,I just turn it around,and play something.It’s that easy.It’s that simple.Isn’t that great?Alright.I could play with this for a long time.Again,I’ve got playlists here.I can go into my playlists.I’ve got artists.I’ve got songs.I’ve got more over here.I’ve got albums.I’ve got a great album view again that shows all my album artwork if I want.And I’ve also got audio books and compilations and things like that.I’ve also got videos here.So I push videos and I’ve got a video podcast loaded on,and a music video.And I’ve got a TV show and a movie,and I’d just like to show you the TV show here.This is an episode from The Office.All videos we look at in landscape.[Video plays] We have touch controls on here,of course.Isn’t that awesome?Isn’t that awesome? Now I want to show you a movie playing.Let’s play Pirates of the Caribbean,the second one.Great movie,by the way.[Movie plays] Now this is a widescreen movie so I just double-tap and I can see the whole thing here,or I can fill up the screen,whichever I like.And again,I’ve got on-screen controls here.Isn’t this cool?So we can be watching feature-length movies just like this.Alrighty.So that is the iPod.Pretty cool,huh?We’ve just started.So again,touch your music to scroll through your songs,scroll through your playlists.It’s incredible.Widescreen video like you’ve never seen on a portable device,160 pixels per inch,gorgeous screen quality,gorgeous album art,and cover flow.It’s the best iPod we’ve ever made.Again,some of the screen shots.It’s unbelievable.Here’s some album art I just put up,so you can see what it looks like.Just,no matter what you like,it looks pretty doggone gorgeous.And of course,cover flow and video,with on-screen controls.You know,I was showing this to somebody—I was giving a demo to somebody a while ago,who had never seen this before,inside Apple.And I finished the demo,and I said what do you think.They told me this,they said,You had me at scrolling.So,the iPhone with the most amazing iPod ever.You can now touch your music.So that’s the iPod.Now,let’s take a look at a revolutionary phone.We want to reinvent the phone.Now,what’s the killer app?The killer app is making calls!It’s amazing,it’s amazing how hard it is to make calls on most phones.Most people actually dial them every time.Most people don’t have very many numbers in their address book they use their recents as their address book.Right?How many of you do that?I bet more than a few.So,we want to let you use contacts like never before.You can synch your iPhone with your PC or Mac and bring down all your contacts right into your phone.So you’ve got everybody’s numbers with you at all times.We have something that’s going to revolutionize voice mail.We call it visual voice mail.Wouldn’t it be great if you had six voice mails if you didn’t have to listen to five of them first before you wanted to listen to the sixth?Wouldn’t that be great if you had random access voice mail?Well,we’ve got it.Just like e-mail you can go directly to the voice mails that interest

you.Excellent

audio

quality.iPhone

is

a quad-band,GSM plus Edge phone.We have decided to go with the most popular international standard,which is GSM.We’re on that bandwagon,headed on that roadmap,and plan to make 3G phones and all sorts of amazing things in the future.So,quad-band GSM plus edge,and of course we have wi-fi and Bluetooth 2.0 EDR built in,as well.So this is what it looks like when you get a call.This is what it sounds like.It’s one of our ring tones,you can pick of course.So,I want to show you four things.I want to show you the phone app,photos,got a calendar,and SMS messaging.The kind of things you would find on a typical phone,but in a very untypical way.So let’s go ahead and take a look.So let’s go to our phone first.You see that icon in the lower left-hand corner,the phone?I just push it right here,and boom,I’m in the phone.And I’ve got five buttons across the bottom:favorites,recents,contacts,keypad and voice mail.I’m in contacts,right now,again.How do I move around my contacts?I just scroll through them.And so,let’s say I want to make a call to Jony Ive.I can just push here,and I see Jony Ive’s context,with all his information:his three phone numbers,his e-mail,whatever else,his address,whatever else I’ve got.It’s all in one place.And if I want to call Jony,all I do is push his phone number.I’ll call his mobile number right now.And now,we are calling Jony here.Hey,Jony,how you doing?Well,it’s been 2.5 years,and I can’t tell you how thrilled I am to make the first public phone call with iPhone.I remember when we first started working on this,and it’s just unbelievable.Woah,what is this?I’ve got another call coming in.Jony,can I put you on hold for a minute?So I put Jony on hold and…

[Schiller says:Hey,Steve,I wanted to be the first call!“] Sorry Phil!As you can see,it’s put Jony on hold,and Phil,I can just touch Jony and bring Jony back.Hey,Jony are you there?Hey listen,Phil called.Do you mind if I conference him in? [”I guess so,“I’ve says] You can see the button has changed to merge calls right there in the middle,so I just push that right here,and now,I’ve created a conference call.Jony,you there?Phil,you there?[Yes.] So here we are,and listen I gotta get back to my keynote,so if I want to do that,I just touch this arrow right here,and I’m going to go ahead and take Jony private here and put Phil on hold.Jony,do you have anything to say on the first phone call? [”It's not too shabby is it?"Ive says] It’s not too shabby.You take care.And I end this call.Phil’s on hold.I take him off of hold.Phil,thanks very much,I’ve got to get back to the keynote now.Alrighty.So,now I’ve also got a way to make a list of favorites here,from my most-often called numbers so I can just touch it once and dial the number.And I might want to add somebody to favorites,so let’s say I want to add Phil Schiller,I just push that plus button in the upper right-hand corner right there,and up pop my favorites,and I can just go to S is here and there’s Phil,so Phil Schiller is right there.And I’ll put,let’s say I want to put Phil’s work number,and it’s added Phil,right there you see favorites.I can edit favorites by pushing the edit button in the left-hand corner,and I can move Phil up if I want to,maybe to the top.And let’s see,Tony’s changed his number I’ve got to update this anyway,so I’m going to get rid of that and I can just remove Tony.Boom,there we go.It’s that simple to edit these things.Very,very easy.I’ve got recents right here,which is all my recent phone calls.If I want to see the ones I’ve missed,which are in red,I can just go up and touch that button at the top,and boom,those are all the ones I’ve missed,and those are all the calls that I’ve placed or have gotten.If I want to dial the phone,if I’m real last-century,I can push keypad here,and I can dial a call just with…oops,called four,sorry.Wrong number.408-996-1010.And it formats the numbers and if I want to,I can just keep dialing,let’s say it’s a European number,and the numbers just keep getting smaller,real simple.Very simple to dial with the keypad.Now let me show you visual voice mail.This is so cool.This is a collaboration that we’ve done,which I’ll talk more about later,and it allows us to have random access voice mail.Go directly to the voice mails we want.So as an example,I come to my voice mail,and I say,oh,there’s one by Al Gore.I want to hear that one.I just push it.[Congratulatory message from Al Gore plays.] Now,if I want to call Al back right now,I can just push that call back button.But I want to listen to one from Tim Cook that I’ve got here,so let me listen to Tim.[Message plays] Isn’t this awesome.And so I’ve got voice mail how I want to listen to it,when I want to listen to it,in any order I want to listen to it with visual voice mail.So that is a quick tour of the phone app.Now what I want to do is show you SMS texting.So I just go to that SMS icon in the upper-left-hand corner and push it.And I not only have SMS texting,but I have multiple sessions.So I can be carrying on conversations with people,and every time I get messages from them,I can be alerted to that,and go check it out.As an example here,I’ve got Eddie Q and I’ve been carrying on a conversation with Eddie,and I just tap this,and here’s the conversation I’ve been carrying on right here.And if there’s a new message it will tell me.And so there’s a new message from Phil,and let’s see the conversation was what.[SMS messages] And I’ve got this little keyboard which was phenomenal.It does error prevention and correction.Not that I won’t make some,I probably will.But it’s actually really fast to type on.It’s faster than all these little plastic keyboards on all these smart phones.So I can just say sounds great,see you there.And I can send that.And there it is.It’s that simple.And when Phil messages me back,I’ll be alerted,I’ll see the dot,and I can just go pick up that conversation where it left off.If I want to send a message to Eddie or Scott,I just push this and send a message and go.It’s so simple.So that’s SMS messaging,and again,you’ve seen the keyboard,it’s pretty awesome.We’ll come back to that a little later.And the third app I want to show you as part of the phone package is photos.You know,we have a two-megapixel camera built in,as I said.We also have the coolest photo management app ever,certainly on a mobile device,but I think maybe ever.And so here’s our photos.I’m going to go into our photo library,and this is our library and again,I can just scroll through photos here with my finger.Pretty cool.Let me go to photo album,I’ll pick Italy,and I just,let’s start at the top.And to go through pictures,I just swipe them.I can just swipe through my photo library.There’s one that’s landscape.I can just turn my device and take a look at it.Pretty cool,huh?So I can even swipe when I’m in landscape here.Isn’t this awesome?The other thing I can do is I can take any of these pictures and I can make them bigger.So let me go ahead and get the camera back up.I can take my fingers and I can,we call it the pinch,I can bring them closer together and move them further apart to make it bigger or smaller.So I can just move them further apart and stretch the image.Isn’t that cool?I can move it around,and…isn’t that cool?And now what I can do is I can pick to make this my wallpaper.And of course,I could jigger it around then and just set the wallpaper,and now if I’m back at home and I go to sleep,when I wake up from here on out,until I reset it,that’s my wallpaper.Whenever I’m making a call,that’s what I’m going to see.Boom.There we go.So photos,SMS and the phone app.That is part of our phone package for iPhone.Get a call,again,just really great call management features,just scroll through contacts with your finger.All the information at your fingertips here.Favorites,last

century,visual

voice

mail.Calendar,SMS texting,incredible photo app,the ability to just take any picture and make it your wallpaper.It’s pretty unbelievable,and I think when you have a chance to get your hand on it,you’ll agree,we have reinvented the phone.OK.So,now,let’s take a look at an Internet communications device as part of iPhone.So what’s this all about?Well,we’ve got some real breakthroughs here.To start off with,we’ve got rich,html e-mail on iPhone.The first time really rich e-mail on a mobile device.And it works with any IMAP or POP e-mail service.You got your favorite mail service,it’ll likely work with it.And it’s rich text e-mail.We wanted the best web browser in the world on our phone,not a baby web browser or a WAP browser,a real Web browser,and we picked the best one in the world,Safari,and we have Safari running on iPhone.It is the first fully usable html browser

on

a

phone.Third,we

and

have

Google

is Maps.Maps,satellite images,directions traffic.This unbelievable,wait until you see it.We have widgets,starting off with weather and stocks.And this communicates with the Internet over EDGE and wi-fi.And iPhone automatically detects wi-fi and switches seamlessly to it.You don’t have to manage the network.It just does the right thing.Now,I want to take a second and talk about e-mail.We hook up to almost any IMAP or POP3 mail service.I just want to give you some examples.IMAP of course is the best because you can keep folders and all your e-mail on the server and access it from anywhere.Yahoo Mail is IMAP.Microsoft Exchange has an IMAP option.And obviously.Mac mail is IMAP,as well.POP3,Google Gmail,AOL Mail,and most ISPs are POP3 e-mail.Now,I want to take a minute and highlight one.Yahoo Mail.Yahoo Mail is the biggest mail service in the world.They have over a quarter billion users.Biggest e-mail service in the world,and today,we are announcing with Yahoo that they are going to provide free push IMAP e-mail to all iPhone customers.So,this isn’t just IMAP e-mail.It is push IMAP e-mail.So when you get a message,it will push it right out to the phone for you.Same as a BlackBerry.Free IMAP push e-mail from Yahoo.So we think this is a pretty big deal.So what I’d like to do now is I’d like to show you mail,Safari,Google Maps and widgets running on iPhone.So let’s go see.So let’s go into mail.Second icon from the left on the bottom there.I just touch it with my finger,and boom,I’m there.And so I’ve got an in-box here,and this is,by the way,running live on Yahoo IMAP e-mail.This stuff is coming off a Yahoo server somewhere up in the cloud.And so I can say James Vincent here sent me an e-mail.He’s a proud father,and there we go.And I can just scroll here.I’ve got in-line photos,rich text e-mail.So let’s look at another one.Phil Schiller.She loved the gift.Again,in-line photos,rich text,pretty nice.Shopping list,again,rich text right here.Pretty cool.Directions to Sushi Ron for tonight’s dinner.Now,iPhone of course parses out phone numbers and you can see there’s a phone number in blue.I can just touch it,and boom,I’m going to call this place.I don’t really want to call them so I’m going to end the call here.But you get the idea.And this last one,Ken Bereskin is one of our marketing folks.He just returned from Antarctica.Ken’s a great photographer,and he took all these great photos of penguins in Antarctica.Look at this,it’s great.Right in your e-mail,right on your phone.And if I want to by the way,I can look at my e-mail with a split view just like I do on my computer,and so I can select something here and just look at it down here if I want to peruse my messages real fast and just find that one message I was looking for.But I actually like the full-screen view.And of course,we have a standard in-box and drafts,and all sorts of folders you can put things in as well.So it’s real e-mail,just like you’re used to on your computer,right here on your phone.It’s extraordinary.And again,free IMAP e-mail from Yahoo.Now,let me go ahead and create an e-mail message.Show you what that’s like.So again,when I don’t need a keyboard it’s not there.When I do,it’s there.I want to send a message to,let’s say,Phil.I just type PH,and boom,Phil Schiller,it’s address completion and maybe I’ll send one to Scott Forrestal,as well,and there’s Scott right there,and let’s say the subject is dinner.Boom,and I just hit send.It sends that e-mail,and we’re done.So that is mail.Full desktop class e-mail running on a mobile device.All right,now I want to show you something incredible.I want to show you Safari running on a mobile device.So let’s go to the Web,and here we are.I’m going to load in,rather than apple.com here,a more universal site.I’m going to load in the New York Times,it’s kind of a slow site because it’s got a lot of images,but here we’re loading and we’re loading over wi-fi right now.And rather than just give you a WAP version of the New York Times,rather than giving you this wrapped version all around,we’re showing you the whole New York Times Web site,and there it is.Guess what I can do,I can just put this into landscape mode,and there it is right there.And I can scroll here if I want.Scroll up and down here.Still loading it in.There we go.Or I can just get back like this.Now,this is really great and I can see the whole page but of course I can’t read it.It’s a little too small.So I can get in with my fingers and pinch it but we have an optimization here.I can just double-tap on anything and it automatically fills up the screen with it.And I can just scroll around like this and scroll over here and I can even make this text bigger if I want to,and there it is.Just double-tap again to get back to the whole page.Isn’t this cool?Look at this.There is the New York Times.And again,any article I want,boom,there we go.Boom.Unbelievable.Now,you can look at multiple Web pages as well.You can have multiple Web pages open.So I just push this button in the lower-right hand corner.Shrinks it down,and I can add a new page if I want.And I’ll go to Amazon here out of my bookmarks.So let’s go to Amazon.And I love to go the DVD section of Amazon and see what DVDs are selling.I like it especially when Disney’s are in the top.And,so here’s Amazon,and even before the whole page is loaded on,I’m just going to double-tap on this,and I’m going to say let’s go to the DVD section here,and now it’s doing that.And here we are.And there’s a section over here in the right hand side,and these are top sellers,updated hourly.Oh look,Al’s Inconvenient Truth is number one.Alright.And here’s the other movies.Gray’s Anatomy,I like that.Pirates of the Caribbean.Fantastic.And so I’ve got this right here,and I can go back to the New York Times if I want.Zoom up to that picture so we can all see it.And again,isn’t this cool?Just go over there and get back to this one.I can get rid of it just by hitting the X.And there we go.Isn’t that incredible?Safari.You know,if you’ve ever used what’s called a Web browser on a mobile phone,you’ll know how incredible this is.I hope you’ll never really know,because it’s bad out there today,and this is a revolution of the first order,to really bring the real Internet to your phone.Let me show you something about widgets here.Let’s go to stocks right now,and we’re going to load stock information off the Web,and just right onto the phone here.Oh,look,Apple’s up!That’s great!Well,I could look at different graphs here if I want to.And that’s fantastic.Let’s look at the percentages here.Oh,good.Good good.So I’ve got stocks right here,and I can go look at the weather.Let’s see what it’s like outside.49 degrees,but it’s supposed to get to 61 today,so that’s good.We’ll just stay in here until it warms up.Now,I’ve got Paris right here.I can have as many of these as I want,so it’s nighttime in Paris.It’s actually warmer in Paris at night than it is here today.Wow.Aspen,well,no snow until later in the week.And Hawaii.Oh,it’s raining,that’s not good.Well,anyway,here’s four places.Hawaii,Aspen,Paris and San Francisco,and again,the weather widget.Now,to conclude with the Internet device section here,I want to show you something truly remarkable,which is,Google Maps on iPhone.I hit our maps application here and it’s coming up.And it shows us North America,and I’m going to go to Moscone West.That’s where we are right now.And here we are.Boom.That’s where we are.Now,what I’m going to do,is I’m going to go look for something.I’m going to certainly want a cup of coffee afterwards,so I’m just going to look for Starbucks,right?Starbucks,so I’m going to search for Starbucks,and sure enough,there’s all the Starbucks.Now,I can get a list of Starbucks here,and I can pick that one if I want,and I can even go look at that Starbucks,and there it is,and let’s give them a call.Good morning,Starbucks,how can I help you? Yes,I’d like to order 4,000 lattes to go,please.No,just kidding,wrong number.Thank you.Bye-bye.OK.Now,I can zoom in by just pinching if I want to.Or I can just double click to zoom in,and I get just higher and higher resolution versions of the map.So let’s go somewhere else here that I’ve got bookmarked.Let’s go to the Washington Monument.And so here’s Washington,D.C,and I could just double-tap and I’m going in a little further here,just double-tapping in.And there’s the Washington Monument there,and I’ll double-tap in again.But now I want to show you something else.Satellite images.So I just hit this button called satellite at the bottom.It’s going to replace the map with satellite images,there we go.And I can just double-tap in,and double-tap in again.And let’s double-tap in again.This is the Washington Monument.Look at this.I can see people down there.Whoops,there we go.Yep.Isn’t that incredible.Right on my phone!It’s unbelievable.So let’s go,I’ve got another one,the Eiffel Tower,which is very cool.I set this one to be,look at this,there’s the Eiffel tower.There’s people at the Eiffel Tower you can see.Look at that.Incredible.And here,one last one I have to show you,the Coliseum in Rome.So again,here we are in Rome.That’s as far as we can go with the map,but we can go a little further with the satellite.There’s the Coliseum.There’s the Roman Coliseum.Satellite imagery,right on the phone.Look at that.That’s the Coliseum.Unbelievable.Right on the phone.What do you think.Isn’t that incredible? So,all these amazing things.This is a breakthrough Internet communicator built right into iPhone.The first rich html e-mail on a phone.The first real Web browser on a phone.Best version of Google Maps on the planet,widgets,and all with Edge and wi-fi networking.We’re very,very happy with this.Again,push e-mail.IMAP free Yahoo and almost any other IMAP and POP service you want to hook up to.Incredible new technology for entering text.Far better than we’ve seen on phones before.A real browser on the phone.We can see real Web pages in portrait or landscape.We can zoom in on what we want to take a look at more closely.Google Maps and widgets.It’s the Internet in your pocket for the first time ever.Now,you can’t really think about the Internet,of course,without thinking about Google,right?And for Google,what we have on our phone,working with them is of course Google search,we have that built right into the browser.Just type what you want,hit Google and you’re off.And Google Maps.We’ve been working very closely with them to make this all happen.We’re thrilled with the results,and it’s my pleasure now to introduce Dr.Eric Schmidt,Google’s CEO.[Eric Schmidt] Now,you also can’t think about the Internet without thinking about Yahoo.And again on the phone,we’ve got Yahoo Search built right in,you can select which one you want to use.Just type in something,hit that Yahoo button and boom,you’re off.And of course,we also have Yahoo IMAP e-mail services.And so,it is my great pleasure to introduce Jerry Yang,co-founder and chief Yahoo.[Jerry Yang] You know,it’s been great having the two greatest companies on the Web right down the block.Google and Yahoo.And we’ve been able to work with these guys really closely,and it’s been an incredible pleasure to work on this great technology and bring it to everybody in iPhone.So thank you guys very much.You’ve really helped us put the Internet in your pocket.So,Internet communicator,an iPod and a phone.Let’s put them all together and see what you can do in a real-life scenario.So,let’s take a look.I want to listen to some music,so I want to go into my iPod here and let’s see,in artists,I want to listen to,oh,maybe Red Hot Chili Peppers,I love those guys.And so I’m listening to a song of theirs.And let’s see what happens when I get a phone call.Music fades out.Screen changes.Got a phone call coming in.So I can ignore it,but I think I’m going to answer it.So I’ll answer it.Howdy.Hi Phil,listen I’m kind of busy right now.What can I do for you? [Schiller discussion.] Oh,OK,hold on just a sec.So I push the home button on my wallpaper and I go home right here,and I’m still on the call.You can see the phone thing flashing right there on the lower left.And I go into photos and now I’m in photos and you can see the bar across the top,the green bar,I can just touch that to return to the call.And Phil wants a photo that he wanted to use it for his screensaver,it was one of the ones that was taken in Hawaii,I think it was this one.Yep,there it is.So you want me to mail this to you,Phil?So I again I just go down here and push this button,and rather than use it as wallpaper,I’m going to e-mail it.So watch what happens now.It shrinks it a little bit,and then a compose windows will come up right behind it.There we go.And I will just tap in the to field and send this to Phil here,Phil Schiller there we go.And the e-mail is there,yep,it’s there,and I’m just going to send it.Hey,Phil,that should be on its way right now.Anything else?…Let me go check it out.I think I’ve got Fandango in my bookmarks here.Yes,I do.Let’s go to Fandango,figure out what movies are playing.…To go back to my call I just touch the top here,and I’m back at my call,and I’m just going to go ahead and end the call.What happens now?Back in my music.So,this is what it’s like when you put it all together.iPhone.Today Apple is reinventing the phone.Now how does this stack up.Let’s go back to these guys.Let’s take a look.Well,these are their home screens.And again,as you recall,this is iPhone.This is what their contacts look like.This is what iPhone’s contacts look like,and again,you just pick one and you see everything about that person,all the information you have.This is what mail looks like on these smart phones.Again this what mail looks like on iPhone.You have rich,html,rich text e-mail.This is what calendars look like on these guys.This is what calendars look like on iPhone.This is what the Web looks like,and we tried to make it look as good as we could on these.It usually looks worse and this is what you get,and of course,this is what you get on iPhone,and you can zoom in and see anything you want.And this is what you get for music players,nobody really uses them much,and this is what you get on iPhone.So after today,I don’t think anyone is going to look at these phones quite the same way again.Now let me tell you about some accessories we’ve got for iPhone.Got some great stereo headphones we’re going to be shipping,and they’ve got a little addition to them,which is this little thing right over here.It’s a microphone and a switch,so you can talk,you have them in there,you can get a call and just talk.Beautiful reception on the microphone.And just push it together to answer a call or hang up on a call.So you can be wearing them.It just dangles right there and picks up your voice beautifully.And we also have a Bluetooth accessory headset that we’re going to be shipping and there it is right there.It’s incredibly small and just to let you see what it looks like,it’s got one button on the top for answering and hanging up a phone call.You never have to turn it off or on.It just goes to sleep.It automatically pairs with iPhone so you don’t have to worry about pairing.It’s really simple.And it’s very tiny.This is what it looks like in-ear.It’s just beautiful.It’s the coolest one that we’ve ever seen.So Bluetooth headset coming as well.Battery life.A lot of these smart phones have pretty low battery lives.We’ve managed to get five hours of battery,and that’s for talk time,video or browsing.Five hours of battery life,and 16 hours of audio playback,so that’s dramatically better than any of these smart phones.There is a tremendous amount of high technology in iPhone.We’ve been pushing the state of the art in every facet of this design.So let me just talk a little bit about it here.We’ve got the multi-touch screen.A first.Miniaturization,more than any we’ve done before.A lot of custom silicon.Tremendous device.Featherweight

power

management.OSX

inside

a

mobile

precision enclosures.Three advanced sensors.Desktop class applications,and of course,the widescreen video iPod.We’ve been innovating like crazy for the last few years on this,and we filed for over 200 patents for all the inventions in iPhone,and we intend to protect them.So,a lot of high technology.I think we’re advancing the state of the art in every aspect of this design.So iPhone is like having your life in your pocket.It’s the ultimate digital device.So what should we price it at?Well,what do these things normally cost?An iPod,the most popular iPod,$199 for 4 gig nano.What’s a smart phone cost?Well,they say you get the phone and some of the Internet with it,although that’s questionable.But they cost somewhere around$299.You can get them for$199.Palm just introduced one at$399 yesterday,so they generally average about$299 with a two-year contract.Now,these phones sort of do music but nobody uses them for music because they’re not very good and so they end up buying an iPod to go with the phone.We know,we sell the iPod.And so people spend$499 on this combination.What should we charge for iPhone.Cause iPod has got a lot more than this stuff.It’s got video.Real video.It’s got this beautiful gorgeous wide screen.It’s got multi-touch user interface.It’s got wi-fi.It’s got a real browser.It’s got html e-mail.It’s got coverflow and on and on.And this stuff would normally cost hundreds of dollars.So how much more than$499 should we price iPhone?Well,we thought long and hard about it,because iPhone just does so much stuff.So much better experience on call,on managing your contacts and visual voice mail.Random access voice mail for the first time.Texting and e-mail and real browser and Google Maps.Tremendous iPod and cover flow and video.What should we price this thing at.Well,for a 4 gigabyte model,we’re going to price it at that same$499.No premium whatsoever.$499.And we’re going to have an 8 gigabyte model for just$599.So we’re going to price it starting at$499.Now,when’s it going to be available?We’re going to be shipping these in June.We’re announcing it today because with products like this we’ve got to go ahead and get FCC approval which takes a few months,and we thought it would be better if we introduced this rather than ask the FCC to introduce it for us.So here we are,and we’re going to be shipping it in June in the U.S.We’re going to Europe hopefully by the fourth calendar quarter of this year.And in Asia in 2008.So in June,in just a few months,we’ll be shipping in the U.S.And when we do,our partner is going to be Cingular.We’ve chosen Cingular.They are the best and most popular network in the country.58 million subscribers.They are number one.And they’re going to be our exclusive partner in the U.S.Now,it’s a unique partnership though.We’re not just going to be selling phones and services together.We’re going to be doing innovation together.We worked with Cingular on visual voice mail.Because it’s an innovation that requires both innovation on the phone and in the network.You can’t do it in just one place.You have to do it in both places and collaborate.And so visual voice mail is the first fruit of this collaboration,and you will see more.And when we start shipping in June,we will be selling iPhone through our own stores,and through Cingular stores.And it’s my pleasure to introduce the CEO of Cingular,Stan Sigman.[Sigman] Let’s take a look at this market,and how big it is.My clicker’s not working.Oh there it is.So how big is this market,well let’s take a look.Clicker is not working.They’re scrambling backstage right now.You know,when I was in high school,Steve Wozniak and I,mostly Steve,made this little device called the TV jammer.And it was this little oscillator that put out frequencies that would screw up the TV.And Woz would have it in his pocket,and we’d go into like a dorm at Berkeley where he was going to school and he’d screw up the TV,and somebody would go up to fix it,and just as they had their foot off the ground,he’d turn it back on.If they put their foot back on the ground he’d screw up the TV again.And within five minutes he’d have somebody like this for the rest of the Star Trek episode.So game consoles.26 million game consoles were sold in 2006 worldwide,actually a little smaller than you’d think.It’s not such a big market.Digital cameras dwarfed it at 94 million.MP3 players 135 million.And PCs,about 209.Mobile phones,just about a billion last year,worldwide.So what does this tell you?What this tells you is,that 1 percent market share equals 10 million units.This is a giant market.One percent market share,you’re going to sell 10 million phones.And this is exactly what we’re going to try to do in 2008,our first full year in the market,is grab 1 percent market share and go from there.So we’re going to enter a very competitive market,lot of players,we think we’re going to have the best product in the world,and we’re going to go for it and see if we can get 1 percent market share,10 million units in 2008,and go from there.So,today,we’ve added to the Mac and the iPod.We’ve added Apple TV and now iPhone.And you know,the Mac is really the only one that you think of as a computer.Right?And so we’ve thought about this and we thought,you know,maybe our name should reflect this a little bit more than it does.So we’re announcing today we’re dropping the computer from our name,and from this day forward,we’re going to be known as Apple Inc.,to reflect the product mix that we have today.I didn’t sleep a wink last night.I was so excited about today,because we’ve been so lucky at Apple.We’ve had some real revolutionary products.The Mac in 1984 is an experience that those of us that were there will never forget.And I don’t think the world will forget it either.The iPod in 2001 changed everything about music,and we’re going to do it again with the iPhone in 2007.We’re very excited about this.There’s an old Wayne Gretzky quote that I love.I skate to where the puck is going to be,not where it has been.And we’ve always tried to do that at Apple.Since the very very beginning.And we always will.So thank you very very much for being a part of this.Thank you to worker,families,and John Mayer performance.

第二篇：ipad2發(fā)布會(huì)-喬布斯演講現(xiàn)場(chǎng)

9:54AM If you're seeing any trouble with comments, don't panic.It looks like Disqus might be experiencing the Apple effect right now.9:54AM 如果你們發(fā)現(xiàn)評(píng)論有任何困難的話，請(qǐng)別緊張?？瓷先?Disqus 正在被蘋果的魅力所影響

9:56AM For those wondering--no sign of Steve here, but Jony Ive is in the front row.9:56AM 看上去 Steve 并不在場(chǎng)，但是 Jony Ive 正在前排。

9:58AM Did we mention that they're playing a lot of Beatles right now? 9:58AM 我們有提到他們放了很多披頭士的歌嗎？

9:58AM As you can by the photo, the chair / table setup is here...just like when Steve showed off the first iPad.9:58AM 就像你在照片中看到的，臺(tái)上有一臺(tái)桌子和椅子...就像喬布斯展示iPad時(shí)那樣

9:59AM “Ladies and gentlemen, our presentation will begin shortly.Please switch devices to silent mode.” 9:59AM “女士們先生們，我們的發(fā)布會(huì)馬上就要開始了。請(qǐng)把您的設(shè)備置于靜音模式。

10:02AM The lights are going down...we're about to begin!10:02AM 燈光漸漸隱去……我們就要開始了！

10:02AM Whoa!Steve is out!10:02AM 哇！史蒂夫?喬布斯出場(chǎng)了！

10:03AM Standing ovation for Steve Jobs.People are flipping out.He looks good!10:03AM 大家都站了起來(lái)熱烈歡迎著史蒂夫?喬布斯。大家異常激動(dòng)。他看起來(lái)狀態(tài)棒極了

10:03AM “We've been working on this product for awhile, and I didn't want to miss it.” 10:03AM “我們已經(jīng)努力改善這個(gè)產(chǎn)品有一段時(shí)間了，我不想錯(cuò)過(guò)它?！?/p>

10:03AM “We've got something great to announce today, but first some updates.First iBooks.” 10:03AM “今天我們將發(fā)布一些很棒的東西，不過(guò)還是說(shuō)說(shuō)更新吧。首先是iBooks。”

10:04AM “We have over 2500 publishers in the iBookstore.” 10:04AM “用戶們已經(jīng)在一年內(nèi)下載了超過(guò)10億本書。今天，我們宣布蘭登書屋將帶來(lái)超過(guò)1.7萬(wàn)本新書?！?/p>

10:04AM “Users have downloaded over 100m books in less than a year.Today we're announcing that Random House is bringing over 17k books.” 10:04AM “iBooksStore現(xiàn)在已經(jīng)擁有超過(guò)2500個(gè)出版商了。

10:05AM “That's iBooks.As you know, that's one of our three stores.They all use the same Apple ID to access them.Recently, we just crossed 200m accounts.” 10:05AM “這是 iBooks.就像你知道的那樣, 這是我們第三個(gè)在線商店.你都可以通過(guò)同樣的Apple帳號(hào)來(lái)登錄他們.最近，我們有超過(guò)了 2億個(gè)帳號(hào).10:05AM ”Now Amazon doesn't publish their numbers, but it's likely this is the most accounts with credit cards anywhere on the internet.“ 10:05AM ”現(xiàn)在Amazon不再公布他們的數(shù)字, 但這似乎是互聯(lián)網(wǎng)上擁有信用卡賬戶最多的地方.“

10:05AM ”Another milestone...let's look at the App Store.We recently paid out over $2b to devs in total.Devs have earned over $2b from selling their apps on the App Store.“ 10:05AM ”另一個(gè)里程碑...然我們來(lái)看看 App Store.我們最近一共支付了20億美元給開發(fā)者。開發(fā)者通過(guò)在App Store銷售應(yīng)用程序賺了20億美元。

10:06AM “A lot of people have tried to copy this.” 10:06AM “有很多人想來(lái)復(fù)制這一切.”

10:06AM “Lastly--we recently shipped our 100 millionth iPhone.” 10:06AM “最后--我們最近賣出了第一億部 iPhone.”

10:07AM “Today we're here to talk about Apple's third post-PC blockbuster product.That's how we think about these things.We started with the iPod, then we added the iPhone, and then the iPad.Every one has been a blockbuster.” 10:07AM “今天，我們?cè)谶@里談?wù)?Apple的第三個(gè)優(yōu)秀的”后PC“ 產(chǎn)品.我們是這么想的.我們通過(guò) iPod開始, 然后我們?cè)黾恿薸Phone,然后是iPad.每一個(gè)產(chǎn)品都是一鳴驚人的！

10:07AM ”We're in a position where most of our revenue comes from these products.“ 10:07AM ”現(xiàn)在我們的大部分利潤(rùn)都來(lái)源于這些產(chǎn)品.“

10:08AM ”When we said the iPad was magical, people laughed at us.But it's turned out to be magical.And people questioned whether it was an 'unbelievable' price--well ask our competitors.“ 10:08AM ”當(dāng)我說(shuō)iPad是魔術(shù)性的產(chǎn)品，很多人嘲笑我們，現(xiàn)在大家都相信了，它確實(shí)是Magical。然后人們開始關(guān)心它能否有一個(gè)很好的價(jià)格～這個(gè)問(wèn)題同樣丟給我們的競(jìng)爭(zhēng)對(duì)手“

10:08AM ”We sold 15m iPads...that's more than every tablet PC ever sold.“ 10:08AM ”我們已經(jīng)賣了1500萬(wàn)臺(tái)iPad，比任何其他的平板電腦都要多“

10:09AM ”Many have said this is the most successful consumer product ever launched.Over 90% market share...our competitors were flummoxed.“ 10:09AM ”很多人說(shuō)這是有史以來(lái)最棒的產(chǎn)品.超過(guò)90%的市場(chǎng)份額..我們的競(jìng)爭(zhēng)者很困惑“

10:09AM ”Samsung put one out last year.They said 'our sell-in was quite aggressive, 2m, but our sell out was quite small'.“ Zing!10:09AM ”三星全年也出了一款.他們說(shuō)他們的氣勢(shì)很狀, 200萬(wàn)臺(tái), 但是我們的賣的不多'.“ Zing!

10:09AM Steve is showing off some of the iPad app selection.10:09AM 史蒂夫在展示一些精選的iPad app

10:10AM ”Fantastic games, a lot of apps for business and vertical markets.The things people are doing here are amazing.“ 10:10AM “神奇的游戲。有很多商業(yè)和垂直市場(chǎng)方面的軟件。人們?cè)谶@些方面做了驚人的貢獻(xiàn)”

10:10AM ”They're taking advantage of this incredible, magical UI.“ 10:10AM “他們得利于令人難以置信的，神奇的用戶界面”

10:10AM ”There's never been anything like this for photography...65,000 apps specifically for the iPad.“ 10:10AM “在攝影方面沒(méi)有任何設(shè)備可以比與之相比，65000個(gè)iPad專用的軟件”

10:10AM Ouch--Honeycomb logo...100 apps.10:10AM 哦。蜂巢的圖表。100個(gè)App。

10:11AM ”O(jiān)ne of the things that's helped us roll this out so fast is our retail stores.They were built for moments like this.We have hundreds of Apple stores now.Without them, we wouldn't have been successful.“ 10:11AM “幫助我們實(shí)現(xiàn)這些的事情之一就是我們的直營(yíng)商店。它們目前是這樣的。我們已經(jīng)有了數(shù)百個(gè)Apple Store了。沒(méi)有它們，我們無(wú)法如此成功?！?/p>

10:11AM ”We made a video about 2010, the year of the iPad...“ Video time!10:11AM “我們做了個(gè)有關(guān)2010年的視頻，iPad之年?！币曨l時(shí)間！

10:11AM Hmm...screen just says...Video.Oh there we go.10:11AM 嗯。屏幕上只寫著。Video。哦，開始了

10:12AM Phil Schiller: No one predicted this would be as successful as it's been.10:12AM Phil Schiller: 沒(méi)人能預(yù)料到iPad能像現(xiàn)在這樣成功。

10:13AM Gist of the video--the iPad is magical.Sales were through the roof.Stuff is amazing.10:13AM 視頻要點(diǎn)——iPad是神奇的設(shè)備。銷量直線上升。功能令人驚嘆。

10:13AM Phil: Some people call this a post-PC device 10:13AM Phil：人們稱iPad為“后PC設(shè)備”

10:13AM Yes, Apple.10:13AM 是的，沒(méi)錯(cuò)。

10:14AM Chicago schools...using the iPad, seeing huge gains.10:14AM 芝加哥學(xué)校正在使用iPad，獲益很大。

10:15AM Doctors are using the iPad...and spending more time with patients.Also, the iPad has been performing brain surgery.10：15AM 醫(yī)生正在使用iPad……與病人交流的時(shí)間更多了。另外，iPad還能輔助腦外科手術(shù)

10:16AM iPads are being used to work with Autistic children.This is pretty cool.”We're not curing Autism, but it's helping.“ 10:16AM iPad被用于幫助有自閉癥的孩子們。這真的是很酷?！拔覀儾皇窃谥委熥蚤]癥，但我們?cè)谔峁椭??！?/p>

10:17AM Man this is actually really emotional...10:17AM 這還真是很感人……

10:17AM Damn you Apple for making everyone here cry about the iPad.10:17AM 蘋果個(gè)滾蛋，你讓在場(chǎng)的人都為iPad感動(dòng)的哭了

10:17AM Phil: This is just the beginning.10:17AM Phil：這只是個(gè)開始而已。

10:17AM Steve is back.10:17AM 喬布斯回來(lái)了。

10:18AM ”We've gotten off to an exceptional first year.We'd like to build on that.What about 2011? Everyone's got a tablet.Will 2011 be the year of the copycat? If we did nothing, maybe a little bit...probably not.“ 10:18AM “這第一年我們做的非常出色。我們也愿意繼續(xù)保持這樣。那2011年如何呢？大家都有平板電腦了。2011年會(huì)是山寨橫行的一年嗎？如果我們什么也不做，有一點(diǎn)可能會(huì)……但那不大可能?！?/p>

10:18AM ”But we haven't been resting on our laurels.Today we're going to introduce iPad 2.“ 10:18AM “我們并沒(méi)有因?yàn)轭I(lǐng)先而不思進(jìn)取。今天我們將發(fā)布iPad 2。”

10:19AM ”What is iPad 2.What have we learned? It is an all new design.It's a completely new design.And it's dramatically faster.We have a new chip we call A5.“ 10:19AM “什么是iPad 2。我們了解到了什么？它擁有全新的設(shè)計(jì)。完全不一樣的設(shè)計(jì)。而且它的速度將會(huì)快的驚人。因?yàn)槲覀冇行碌腁5芯片?！?/p>

10:19AM Boom.Dual core CPU.10:19AM 嘭！雙核CPU。

10:19AM ”We go all out on the graphics performance.Up to 9 times faster.Same low power as A4.This will be the first dual core tablet to ship in volume.“ 10:19AM “我們?nèi)σ愿暗锰嵘藞D形處理能力。提升了9倍之多。而且和A4的耗電量持平。這將是第一個(gè)開始出售的雙核平板電腦。”

10:19AM ”The first iPad was no slouch...so a lot faster.“ 10:19AM ”第一，iPad速度有了一些的提升.“

10:20AM ”Second, we've built in some cameras for video.We've got a rear and front facing.More on that in a few minutes.“ 10:20AM ”第二，我們?yōu)榱艘曨l功能內(nèi)置了一些攝像頭.正面和背面都有一個(gè).接下來(lái)幾分鐘你們會(huì)看到.“

10:20AM 'We've also built in the gyroscope we have in the iPhone and iPod touch.” 10:20AM '我們同樣內(nèi)置了iPhone和Touch中已經(jīng)有的陀螺儀.“

10:20AM ”Having built in all this stuff, one of the striking things about the iPad 2 is that's dramatically thinner.33% thinner.“ 10:20AM ”將這些結(jié)合在一起, 難以置信的是iPad2 更加薄了.薄了33%.“

10:21AM 13.4mm to 8.8mm 10:21AM 13.4mm 減少到 8.8mm

10:21AM ”The new iPad 2 is thinner than your iPhone 4.“ 10:21AM ”新iPad 2 比你的iPhone 4 還要薄“

10:21AM ”When you get your hands on one, it feels totally different.“ 10:21AM ”當(dāng)你親手拿在手中，感覺(jué)將會(huì)完全不一樣.“

10:21AM ”Nothing approaches this.“ 10:21AM ”全新的設(shè)計(jì)，這就是它的樣子.“

10:22AM ”It's really thin...and it comes in two colors.And we're shipping white from day one!“ 10:22AM ”它真的是很薄...并且推出兩種顏色.白色同時(shí)出售！“

10:22AM Big cheers for that.10:22AM ”In addition to having both colors, we have models that work with both AT&T and Verizon.“ 10:22AM ”除了有2中顏色, 我們還有兼容AT&T和Verizon的3G版本.“

10:23AM ”Now here we are adding stuff into the iPad.Cameras, faster CPUs, gyroscope and all this stuff.We've made it way thinner.Something's gotta give.You would think we'd have to give up battery life.But we found a way...the same battery life as the original iPad.“ 10:23AM ”現(xiàn)在我們?cè)趇Pad里加了新東西.相機(jī), 更快的CPUs, 螺旋儀 還有這些.我們讓它變得更薄.有人可能會(huì)犧牲掉電池壽命，不過(guò)我們找到了一種解決方案“

10:23AM ”O(jiān)ver a month of standby.“ 10:23AM ”超過(guò)一個(gè)月的待機(jī)時(shí)間.“

10:23AM ”This has been tried and tested...iPads get 10 hours of battery life.“ 10:23AM ”我們反復(fù)的測(cè)試...iPad有10個(gè)小時(shí)的使用時(shí)間.“

10:24AM ”In addition to preserving the battery life, we've also preserved the price.The same exact prices.“ 10:24AM ”它不僅有相同的使用時(shí)間，還有維持同樣的價(jià)格，完全一樣的價(jià)格“

10:24AM ”Now some folks are out there saying they're only a little bit more expensive than us.When you look at this matrix, five of these six are less than $799.“ Burn Moto.10:24AM ”有人說(shuō)，這比我們的產(chǎn)品貴那么一點(diǎn).可是你看這個(gè)矩形的價(jià)格表, 6款中有5款價(jià)格在 $799以下.“

10:25AM ”When you add this together with over 65,000 apps...we think 2011 is going to be the year of iPad 2.“ Big cheers from the crowd.10:25AM ”當(dāng)你把這些和超過(guò) 65,000個(gè)軟件加在一起...我們認(rèn)為2011年將是iPad 2年“ 歡呼聲

10:25AM ”Just a beautiful product...so when are we going to ship it? April, May, June? No.March 11th.“ 10:25AM ”漂亮的產(chǎn)品...那我們什么時(shí)候發(fā)售呢? 四月, 五月, 還是六月? 不.三月11號(hào).“

10:25AM ”26 countries or more on March 25th.And that is iPad 2.“ 10:25AM ”到3月25，會(huì)在另外26個(gè)國(guó)家發(fā)售.“

10:26AM ”Some other new features.HDMI out.We have a cable that does just that.“ 10:26AM ”還有一些新功能.HDMI 輸出.我們有了一個(gè)新的轉(zhuǎn)機(jī)器來(lái)實(shí)現(xiàn)它.“

10:26AM ”Mirrored video output.“ 10:26AM “對(duì)稱視頻輸出”

10:26AM Provides output up to 1080p.Works with all apps.10:26AM 提供1080p高清輸出，所有軟件都適用

10:27AM You can charge while using.10:27AM 你可以一邊充電一邊使用

10:27AM ”Here's what it looks like." 10:27AM “它就長(zhǎng)這樣”

10:27AM $39 10:27AM 39美金

第三篇：全球首款個(gè)人智能電視ITV發(fā)布會(huì)新聞稿

新聞通稿（1200字）

海信交出“智能戰(zhàn)略”頭卷

全球首款個(gè)人智能電視面世

參考標(biāo)題：

海信推出全球第一款個(gè)人智能電視 海信推出I’TV，泛化電視概念 海信推出首款個(gè)人智能電視機(jī) 電視泛化潮起，海信率先革命 I’TV，年輕人電視機(jī)面世

海信I’TV誕生，微創(chuàng)新顛覆大產(chǎn)業(yè)

PAD植入電視“芯”，海信力挽年輕人重回電視 大小屏“互聯(lián)互通”，海信I'TV引爆電視藍(lán)海 海信智能化瓜熟蒂落 首款個(gè)人智能電視亮相

首款個(gè)人智能電視面世，彩電行業(yè)將再被改寫

本報(bào)（臺(tái)）訊：繼三個(gè)月前高調(diào)發(fā)布“智能化”戰(zhàn)略轉(zhuǎn)型后，8月16日，海信集團(tuán)在京宣布，推出中國(guó)彩電產(chǎn)業(yè)革命性產(chǎn)品——個(gè)人智能電視I’TV。海信集團(tuán)董事長(zhǎng)周厚健直言，這是“微創(chuàng)新、大革命”的成果是我兒時(shí)的“夢(mèng)想”，是盼了一輩子的產(chǎn)品革命。

海信方面介紹，I’TV(我的個(gè)人電視)是全球第一臺(tái)個(gè)人智能電視。與目前勢(shì)頭強(qiáng)勁的熱門電子消費(fèi)品PAD相比，海信的個(gè)人智能電視I’TV定位，首先是一臺(tái)“電視”，其次是一臺(tái)平板電腦，即植入了“電視芯”的平板電腦。

作為智能電視，海信I’TV的最大亮點(diǎn)在于：實(shí)現(xiàn)了大屏傳小屏（即客廳里的電視所接收的任何有線電視節(jié)目都可以瞬間傳到I’TV、智能手機(jī)等小屏幕上隨意觀看）、小屏傳大屏（即I’TV通過(guò)互聯(lián)網(wǎng)搜索到的任何視頻節(jié)目，特別是高清節(jié)目，都可以瞬間傳到客廳的大屏幕上共享觀看）、異地傳屏（I’TV在外地也可以實(shí)時(shí)收看家里電視所能接受到的任何節(jié)目）等功能，使得“三屏互動(dòng)”、“協(xié)同互傳”成為現(xiàn)實(shí)，真正實(shí)現(xiàn)隨時(shí)、隨地、隨心、隨欲地移動(dòng)觀看電視；同時(shí)，因植入智能推薦、社區(qū)交友等軟件應(yīng)用，該產(chǎn)品兼有網(wǎng)絡(luò)、娛樂(lè)、PC及社交等功能，徹底實(shí)現(xiàn)由坐著看到抱著看的形態(tài)轉(zhuǎn)變，某種程度上這臺(tái)I’TV將是一臺(tái)“社會(huì)化電視”，是電視機(jī)的“再進(jìn)化”。

這款被周厚健視為對(duì)中國(guó)彩電業(yè)具有某種“破壞性”的產(chǎn)品，在 海信的產(chǎn)品開發(fā)史上同樣具有里程碑意義。周厚健介紹，這一海信集團(tuán)內(nèi)部鮮有的“跨產(chǎn)業(yè)”協(xié)作開發(fā)，恰恰是海信的“優(yōu)勢(shì)”。

據(jù)了解，I’TV是海信深度洞察顧客已經(jīng)產(chǎn)生但尚未提出的需求，通過(guò)大而薄 小而巧的方式，把功能、技術(shù)和系統(tǒng)等整合在一起，提供給用戶完全不同于傳統(tǒng)電視的全新體驗(yàn)。

海信I’TV的開發(fā)集結(jié)了集團(tuán)內(nèi)部數(shù)個(gè)公司的研發(fā)骨干，由海信電器總體設(shè)計(jì)開發(fā)，海信傳媒網(wǎng)絡(luò)公司運(yùn)營(yíng)支撐平臺(tái)和應(yīng)用商城開發(fā)，海信通信公司負(fù)責(zé)軟件操作系統(tǒng)開發(fā)，以及海信寬帶多媒體公司負(fù)責(zé)多屏互動(dòng)開發(fā)。正是憑借多方協(xié)作、跨產(chǎn)業(yè)協(xié)同的內(nèi)部產(chǎn)業(yè)生態(tài)鏈，海信集團(tuán)才得以搭建起以“系統(tǒng)軟件”、“云計(jì)算”、“互聯(lián)網(wǎng)應(yīng)用”、“人工智能”、“工業(yè)設(shè)計(jì)”、“運(yùn)營(yíng)服務(wù)”為主體的技術(shù)集群，并在較短時(shí)間里完成了個(gè)人智能電視的開發(fā)。

借I’TV的亮相，海信試圖“重新定義”并改寫彩電業(yè)：一是“瘦終端”，即電視內(nèi)容與收看工具徹底分化，電視終端進(jìn)一步被“泛化”，即有屏幕的地方都將具備電視功能，“電視機(jī)”的概念將日趨淡化；二是“云后臺(tái)”，支撐終端的運(yùn)營(yíng)模式將對(duì)傳統(tǒng)電視形成徹底顛覆，隨著個(gè)人智能電視遙控器等功能帶來(lái)的操作方式變化，將為海信后臺(tái)增值服務(wù)帶來(lái)流量猛增，海信在圍繞“客戶端”展開的商業(yè)模式將大有可為。

周厚健希望，海信I’TV的破壞性能成為已經(jīng)受制于產(chǎn)品創(chuàng)新、運(yùn)營(yíng)模式創(chuàng)新以及面臨銷售“天花板”的中國(guó)彩電行業(yè)，絕地反擊的機(jī)會(huì)和重新審視自我的引爆器，“彩電”的產(chǎn)銷量也將呈現(xiàn)爆炸性增長(zhǎng)。

專家介紹，海信搶在蘋果前，適時(shí)聰明地推出I’TV，標(biāo)注著“泛電視”的開始，也將”智能電視”推向了新的高度。據(jù)悉,海信I’TV將于9月26日全國(guó)正式上市。

第四篇：二手房收款收據(jù)(首款)

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第五篇：?jiǎn)滩妓寡葜v稿

'You've got to find what you love',Jobs says

This is the text of the Commencement address by Steve Jobs, CEO of Apple Computer and of Pixar Animation Studios, delivered on June 12, 2005.這是蘋果公司和Pixar動(dòng)畫工作室的CEO Steve Jobs于2005年6月12號(hào)在斯坦福大學(xué)的畢業(yè)典禮上面的演講稿。

Thank you.I'm honored to be with you today for your commencement from one of the finest universities in the world.Truth be told, I never graduated from college and this is the closest I've ever gotten to a college graduation.謝謝大家。很榮幸能和你們，來(lái)自世界最好大學(xué)之一的畢業(yè)生們，一塊兒參加畢業(yè)典禮。老實(shí)說(shuō)，我大學(xué)沒(méi)有畢業(yè)，今天恐怕是我一生中離大學(xué)畢業(yè)最近的一次了。

Today I want to tell you three stories from my life.That's it.No big deal.Just three stories.The first story is about connecting the dots.今天我想告訴大家來(lái)自我生活的三個(gè)故事。沒(méi)什么大不了的，只是三個(gè)故事而已。第一個(gè)故事，如何串連生命中的點(diǎn)滴

I dropped out of Reed College after the first six months but then stayed around as a drop-in for another eighteen months or so before I really quit.So why did I drop out? It started before I was born.My biological mother was a young, unwed graduate student, and she decided to put me up for adoption.She felt very strongly that I should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife, except that when I popped out, they decided at the last minute that theyreallywanted a girl.So my parents, who were on a waiting list, got a call in the middle of the night asking, “We've got an unexpected baby boy.Do you want him?” They said, “Of course.” My biological mother found out later that my mother had never graduated from college and that my father had never graduated from high school.She refused to sign the final adoption papers.She only relented a few months later when my parents promised that I would go to college.我在里得大學(xué)讀了六個(gè)月就退學(xué)了，但是在十八個(gè)月之后--我真正退學(xué)之前，我還常去學(xué)校。為何我要選擇退學(xué)呢？這還得從我出生之前說(shuō)起。我的生母是一個(gè)年輕、未婚的大學(xué)畢業(yè)生，她決定讓別人收養(yǎng)我。她有一個(gè)很強(qiáng)烈的信仰，認(rèn)為我應(yīng)該被一個(gè)大學(xué)畢業(yè)生家庭收養(yǎng)。于是，一對(duì)律師夫婦說(shuō)好了要領(lǐng)養(yǎng)我，然而最后一秒鐘，他們改變了主意，決定要個(gè)女孩兒。然后我的排在收養(yǎng)人名單中的養(yǎng)父母在一個(gè)深夜接到電話，“很意外，我們多了一個(gè)男嬰，你們要嗎？”“當(dāng)然要！”但是我的生母后來(lái)又發(fā)現(xiàn)我的養(yǎng)母沒(méi)有大學(xué)畢業(yè)，養(yǎng)父連高中都沒(méi)有畢業(yè)。她拒絕在領(lǐng)養(yǎng)書上簽字。幾個(gè)月后，我的養(yǎng)父母保證會(huì)讓我上大學(xué)，她妥協(xié)了。

This was the start in my life.And seventeen years later, I did go to college, but I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents' savings were being spent on my college tuition.After six months, I couldn't see the value in it.I had no idea what I wanted to do with my life, and no idea of how college was going to help me figure it out, and here I was, spending all the money my parents had saved their entire life.So I decided to drop out and trust that it would all work out OK.It was pretty scary at the time, but looking back, it was one of the best decisions I ever made.The minute I dropped out, I could stop taking the required classes that didn't interest me and begin dropping in on the ones that looked far more interesting.這是我生命的開端。十七年后，我上大學(xué)了，但是我很無(wú)知地選了一所差不多和斯坦福一樣貴的學(xué)校，幾乎花掉我那藍(lán)領(lǐng)階層養(yǎng)父母一生的積蓄。六個(gè)月后，我覺(jué)得不值得。我看不出自己以后要做什么，也不曉得大學(xué)會(huì)怎樣幫我指點(diǎn)迷津，而我卻在花銷父母一生的積蓄。所以我決定退學(xué)，并且相信沒(méi)有做錯(cuò)。一開始非常嚇人，但回憶起來(lái)，這卻是我一生中作的最好的決定之一。從我退學(xué)的那一刻起，我可以停止一切不感興趣的必修課，開始旁聽(tīng)那些有意思得多的課。

It wasn't all romantic.I didn't have a dorm room, so I slept on the floor in friends' rooms.I returned Coke bottles for the five-cent deposits to buy food with, and I would walk the seven miles across town every Sunday night to get one good meal a week at the Hare Krishna temple.I loved it.And much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on.Let me give you one example.事情并不那么美好。我沒(méi)有宿舍可住，睡在朋友房間的地上。為了吃飯，我收集五分一個(gè)的舊可樂(lè)瓶，每個(gè)星期天晚上步行七英里到哈爾-克里什納廟里改善一下一周的伙食。我喜歡這種生活方式。能夠遵循自己的好奇和直覺(jué)前行后來(lái)被證明是多么的珍貴。讓我來(lái)給你們舉個(gè)例子吧。

Reed College at that time offered perhaps the best calligraphy instruction in the country.Throughout the campus every poster, every label on every drawer was beautifully hand-calligraphed.Because I had dropped out and didn't have to take the normal classes, I decided to take a calligraphy class to learn how to do this.I learned about serif and sans-serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great.It was beautiful, historical, artistically subtle in a way that science can't capture, and I found it fascinating.當(dāng)時(shí)的里得大學(xué)提供可能是全國(guó)最好的書法指導(dǎo)。校園中每一張海報(bào)，抽屜上的每一張標(biāo)簽，都是漂亮的手寫體。由于我已退學(xué)，不用修那些必修課，我決定選一門書法課上上。在這門課上，我學(xué)會(huì)了“serif”和“sans-serif”兩種字體、學(xué)會(huì)了怎樣在不同的字母組合中改變字間距、學(xué)會(huì)了怎樣寫出好的字來(lái)。這是一種科學(xué)無(wú)法捕捉的微妙，楚楚動(dòng)人、充滿歷史底蘊(yùn)和藝術(shù)性，我覺(jué)得自己被完全吸引了。

None of this had even a hope of any practical application in my life.But ten years later when we were designing the first Macintosh computer, it all came back to me, and we designed it all into the Mac.It was the first computer with beautiful typography.If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts, and since Windows just copied the Mac, it's likely that no personal computer would have them.當(dāng)時(shí)我并不指望書法在以后的生活中能有什么實(shí)用價(jià)值。但是，十年之后，我們?cè)谠O(shè)計(jì)第一臺(tái) Macintosh 計(jì)算機(jī)時(shí)，它一下子浮現(xiàn)在我眼前。于是，我們把這些東西全都設(shè)計(jì)進(jìn)了計(jì)算機(jī)中。這是第一臺(tái)有這么漂亮的文字版式的計(jì)算機(jī)。要不是我當(dāng)初在大學(xué)里偶然選了這么一門課，Macintosh 計(jì)算機(jī)絕不會(huì)有那么多種印刷字體或間距安排合理的字號(hào)。要不是 Windows 照搬了 Macintosh，個(gè)人電腦可能不會(huì)有這些字體和字號(hào)。

If I had never dropped out, I would have never dropped in on that calligraphy class and personals computers might not have the wonderful typography that they do.要不是退了學(xué)，我決不會(huì)碰巧選了這門書法課，個(gè)人電腦也可能不會(huì)有現(xiàn)在這些漂亮的版式了。

Of course it was impossible to connect the dots looking forward when I was in college, but it was very, very clear looking backwards 10 years later.Again, you can't connect the dots looking forward.You can only connect them looking backwards, so you have to trust that the dots will somehow connect in your future.You have to trust in something--your gut, destiny, life, karma,whatever--because believing that the dots will connect down the road will give you the confidence to follow your heart, even when it leads you off the well-worn path, and that will make all the difference.當(dāng)然，我在大學(xué)里不可能從這一點(diǎn)上看到它與將來(lái)的關(guān)系。十年之后再回頭看，兩者之間關(guān)系就非常、非常清楚了。你們同樣不可能從現(xiàn)在這個(gè)點(diǎn)上看到將來(lái)；只有回頭看時(shí)，才會(huì)發(fā)現(xiàn)它們之間的關(guān)系。所以你必須相信，那些點(diǎn)點(diǎn)滴滴，會(huì)在你未來(lái)的生命里，以某種方式串聯(lián)起來(lái)。你必須相信一些東西--你的勇氣、宿命、生活、因緣，隨便什么--因?yàn)橄嘈胚@些點(diǎn)滴能夠一路連接會(huì)給你帶來(lái)循從本覺(jué)的自信，它使你走離平凡，變得與眾不同。

My second story is about love and loss.I was lucky.I found what I loved to do early in life.Woz and I started Apple in my parents' garage when I was twenty.We worked hard and in ten years, Apple had grown from just the two of us in a garage into a $2 billion company with over 4,000 employees.We'd just released our finest creation, the Macintosh, a year earlier, and I'd just turned thirty, and then I got fired.How can you get fired from a company you started? Well, as Apple grew, we hired someone who I thought was very talented to run the company with me, and for the first year or so, things went well.But then our visions of the future began to diverge, and eventually we had a falling out.When we did, our board of directors sided with him, and so at thirty, I was out, and very publicly out.What had been the focus of my entire adult life was gone, and it was devastating.I really didn't know what to do for a few months.I felt that I had let the previous generation of entrepreneurs down, that I had dropped the baton as it was being passed to me.I met with David Packard and Bob Noyce and tried to apologize for screwing up so badly.I was a very public failure and I even thought about running away from the Valley.But something slowly began to dawn on me.I still loved what I did.The turn of events at Apple had not changed that one bit.I'd been rejected but I was still in love.And so I decided to start over.第二個(gè)故事是關(guān)于愛(ài)與失的。我很幸運(yùn)。很早就發(fā)現(xiàn)自己喜歡做的事情。我二十歲的時(shí)候就和沃茨在父母的車庫(kù)里開創(chuàng)了蘋果公司。我們工作得很努力，十年后，蘋果公司成長(zhǎng)為擁有四千名員工，價(jià)值二十億的大公司。我們只是推出了最好的創(chuàng)意，Macintosh操作系統(tǒng)，在這之前的一年，也就是我剛過(guò)三十歲，我被解雇了。你怎么可能被一個(gè)親手創(chuàng)立的公司解雇？事情是這樣的，在公司成長(zhǎng)期間，雇傭了一個(gè)我們認(rèn)為非常聰明，可以和我一起經(jīng)營(yíng)公司的人。一年后，我們對(duì)公司未來(lái)的看法產(chǎn)生分歧，董事會(huì)站在了他的一邊。于是，在我三十歲的時(shí)候，我出局了，很公開地出局了。我整個(gè)成年生活的焦點(diǎn)沒(méi)了，這很要命。一開始的幾個(gè)月我真的不知道該干什么。我覺(jué)得我讓公司的前一代創(chuàng)建者們失望了，我把傳給我的權(quán)杖給弄丟了。我與戴維德-帕珂德和鮑勃-諾埃斯見(jiàn)面，試圖為這徹頭徹尾的失敗道歉。我敗得如此之慘以至于我想要逃離這兒。有個(gè)東西在慢慢地叫醒我。我還愛(ài)著我從事的行業(yè)。這次失敗一點(diǎn)兒都沒(méi)有改變這一點(diǎn)。我被逐了，但我仍愛(ài)著。我決定重新開始。

I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me.The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything.It freed me to enter one of the most creative periods in my life.During the next five years I started a company named NeXT, another company named Pixar and fell in love with an amazing woman who would become my wife.Pixar went on to create the world's first computer-animated feature film, “Toy Story,” and is now the most successful animation studio in the world.當(dāng)時(shí)我沒(méi)有看出來(lái)，但事實(shí)證明“被蘋果開除”是發(fā)生在我身上最好的事。成功的重?fù)?dān)被重新起步的輕松替代，對(duì)任何事情都不再特別看重。這讓我感覺(jué)如此自由，進(jìn)入一生中最有創(chuàng)造力的階段。接下來(lái)的五年，我創(chuàng)立了一個(gè)叫NeXT的公司，接著又建立了Pixar，然后與后來(lái)成為我妻子的女人相愛(ài)。Pixar出品了世界第一個(gè)電腦動(dòng)畫電影：“玩具總動(dòng)員”，現(xiàn)在它已經(jīng)是世界最成功的動(dòng)畫制作工作室了。

In a remarkable turn of events, Apple bought NeXT and I returned to Apple and the technology we developed at NeXT is at the heart of Apple's current renaissance, and Lorene and I have a wonderful family together.在一系列的成功運(yùn)轉(zhuǎn)后，蘋果收購(gòu)了NeXT，我又回到了蘋果。我們?cè)贜eXT開發(fā)的技術(shù)在蘋果的復(fù)興中起了核心作用，另外勞琳和我組建了一個(gè)幸福的家庭。

I'm pretty sure none of this would have happened if I hadn't been fired from Apple.It was awful-tasting medicine but I guess the patient needed it.Sometimes life's going to hit you in the head with a brick.Don't lose faith.I'm convinced that the only thing that kept me going was that I loved what I did.You've got to find what you love, and that is as true for work as it is for your lovers.Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work, and the only way to do great work is to love what you do.If you haven't found it yet, keep looking, and don't settle.As with all matters of the heart, you'll know when you find it, and like any great relationship it just gets better and better as the years roll on.So keep looking.Don't settle.我非常確信，如果我沒(méi)有被蘋果炒掉，這些就都不會(huì)發(fā)生。這個(gè)藥的味道太糟了，但是我想病人需要它。有些時(shí)候，生活會(huì)給你迎頭一棒。不要喪失信心。我確信唯一讓我一路走下來(lái)的是我對(duì)自己所做事情的熱愛(ài)。你必須去找你熱愛(ài)的東西，對(duì)工作如此，對(duì)你的愛(ài)人也是這樣的。工作會(huì)占據(jù)你生命中很大的一部分，你只有相信自己做的是偉大的工作，你才能怡然自得。如果你還沒(méi)有找到，那么就繼續(xù)找，不要停。全心全意地找，當(dāng)你找到時(shí)，你會(huì)知道的。就像任何真誠(chéng)的關(guān)系，隨著時(shí)間的流逝，只會(huì)越來(lái)越緊密。所以繼續(xù)找，不要停。My third story is about death.When I was 17 I read a quote that went something like “If you live each day as if it was your last, someday you'll most certainly be right.” It made an impression on me, and since then, for the past 33 years, I have looked in the mirror every morning and asked myself, “If today were the last day of my life, would I want to do what I am about to do today?” And whenever the answer has been “no” for too many days in a row, I know I need to change something.Remembering that I'll be dead soon is the most important thing I've ever encountered to help me make the big choices in life, because almost everything--all external expectations, all pride, all fear of embarrassment or failure--these things just fall away in the face of death, leaving only what is truly important.Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose.You are already naked.There is no reason not to follow your heart.我的第三個(gè)故事關(guān)于死亡。我十七歲的時(shí)候讀到過(guò)一句話“如果你把每一天都當(dāng)作最后一天過(guò)，有一天你會(huì)發(fā)現(xiàn)你是正確的”。這句話給我留下了深刻的印象。從那以后，過(guò)去的三十三年，每天早上我都會(huì)對(duì)著鏡子問(wèn)自己：“如果今天是我的最后一天，我會(huì)不會(huì)做我想做的事情呢？”當(dāng)答案持續(xù)否定一些次數(shù)后，我知道我需要改變一些東西了。提醒自己就要死了是我遇見(jiàn)的最大的幫助，幫我作了生命中的大決定。因?yàn)閹缀跞魏问隆械臉s耀、驕傲、對(duì)難堪和失敗的恐懼——在死亡面前都會(huì)消隱，留下真正重要的東西。提醒自己就要死亡是我知道的最好的方法，用來(lái)避開擔(dān)心失去某些東西的陷阱。你已經(jīng)赤裸裸了，沒(méi)有理由不聽(tīng)從于自己的心愿。

About a year ago, I was diagnosed with cancer.I had a scan at 7:30 in the morning and it clearly showed a tumor on my pancreas.I didn't even know what a pancreas was.The doctors told me this was almost certainly a type of cancer that is incurable, and that I should expect to live no longer than three to six months.My doctor advised me to go home and get my affairs in order, which is doctors' code for “prepare to die.” It means to try and tell your kids everything you thought you'd have the next ten years to tell them, in just a few months.It means to make sure that everything is buttoned up so that it will be as easy as possible for your family.It means to say your goodbyes.大約一年前，我被診斷出患了癌癥。我早上七點(diǎn)半作了掃描，清楚地顯示在我的胰腺有一個(gè)腫瘤。我當(dāng)時(shí)都不知道胰腺是什么東西。醫(yī)生們告訴我這幾乎是無(wú)法治愈的，還有三到六個(gè)月的時(shí)間。我的醫(yī)生建議我回家，整理一切。在醫(yī)生的辭典中，這就是“準(zhǔn)備死亡”的意思。就是意味著把要對(duì)你小孩說(shuō)十年的話在幾個(gè)月內(nèi)說(shuō)完；意味著把所有東西搞定，盡量讓你的家庭活得輕松一點(diǎn)；意味著你要說(shuō)“永別”了。

I lived with that diagnosis all day.Later that evening I had a biopsy where they stuck an endoscope down my throat, through my stomach into my intestines, put a needle into my pancreas and got a few cells from the tumor.I was sedated but my wife, who was there, told me that when they viewed the cells under a microscope, the doctor started crying, because it turned out to be a very rare form of pancreatic cancer that is curable with surgery.I had the surgery and, thankfully, I am fine now.我整日都想著那診斷書的事情。后來(lái)有天晚上我做了一個(gè)活切片檢查，他們將一個(gè)內(nèi)窺鏡伸進(jìn)我的喉嚨，穿過(guò)胃，到達(dá)腸道，用一根針在我的胰腺腫瘤上取了幾個(gè)細(xì)胞。我當(dāng)時(shí)是被麻醉的，但是我的妻子告訴我，那些醫(yī)生在顯微鏡下看到細(xì)胞的時(shí)候開始尖叫，因?yàn)榘l(fā)現(xiàn)這竟然是一種非常罕見(jiàn)的可用手術(shù)治愈的胰腺癌癥。我做了手術(shù)，現(xiàn)在，我痊愈了。

This was the closest I've been to facing death, and I hope it's the closest I get for a few more decades.Having lived through it, I can now say this to you with a bit more certainty than when death was a useful but purely intellectual concept.No one wants to die, even people who want to go to Heaven don't want to die to get there, and yet, death is the destination we all share.No one has ever escaped it.And that is as it should be, because death is very likely the single best invention of life.It's life's change agent;it clears out the old to make way for the new.right now, the new is you.But someday, not too long from now, you will gradually become the old and be cleared away.Sorry to be so dramatic, but it's quite true.Your time is limited, so don't waste it living someone else's life.Don't be trapped by dogma, which is living with the results of other people's thinking.Don't let the noise of others' opinions drown out your own inner voice, heart and intuition.They somehow already know what you truly want to become.Everything else is secondary.這是我最接近死亡的時(shí)候，我也希望是我未來(lái)幾十年里最接近死亡的一次。這次死里逃生讓我比以往只知道死亡是一個(gè)有用而純粹書面概念的時(shí)候更確信地告訴你們，沒(méi)有人愿意死，即使那些想上天堂的人們也不愿意通過(guò)死亡來(lái)達(dá)到他們的目的。但是死亡是每個(gè)人共同的終點(diǎn)，沒(méi)有人能夠逃脫。也應(yīng)該如此，因?yàn)樗劳龊芸赡苁巧詈玫陌l(fā)明。它去陳讓新?，F(xiàn)在，你們就是“新”。但是有一天，不用太久，你們有會(huì)慢慢變老然后死去。抱歉，這很戲劇性，但卻是真的。你們的時(shí)間是有限的，不要浪費(fèi)在重復(fù)別人的生活上。不要被教條束縛，那意味著會(huì)和別人思考的結(jié)果一塊兒生活。不要被其他人的喧囂觀點(diǎn)掩蓋自己內(nèi)心真正的聲音。你的直覺(jué)和內(nèi)心知道你想要變成什么樣子。所有其他東西都是次要的。

When I was young, there was an amazing publication called The Whole Earth Catalogue, which was one of the bibles of my generation.It was created by a fellow named Stuart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch.This was in the late Sixties, before personal computers and desktop publishing, so it was all made with typewriters, scissors, and Polaroid cameras.it was sort of like Google in paperback form thirty-five years before Google came along.It was idealistic, overflowing with neat tools and great notions.Stuart and his team put out several issues of the The Whole Earth Catalogue, and then when it had run its course, they put out a final issue.It was the mid-Seventies and I was your age.On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous.Beneath were the words, “Stay hungry, stay foolish.” It was their farewell message as they signed off.“Stay hungry, stay foolish.” And I have always wished that for myself, and now, as you graduate to begin anew, I wish that for you.Stay hungry, stay foolish.我年輕的時(shí)候，有一份叫做“完整地球目錄”的好雜志，是我們這一代人的圣經(jīng)之一。它是一個(gè)叫斯糾華特-布蘭得，住在離這不遠(yuǎn)的曼羅公園的家伙創(chuàng)立的。他用詩(shī)一般的觸覺(jué)將這份雜志帶到世界。那是六十年代后期，個(gè)人電腦出現(xiàn)之前，所以這份雜志全是用打字機(jī)、剪刀和偏光鏡制作的。有點(diǎn)像軟皮包裝的google，不過(guò)卻早了三十五年。它理想主義，全文充斥著靈巧的工具和偉大的想法。斯糾華特和他的小組出版了幾期“完整地球目錄”，在完成使命之前，他們出版了最后一期。那是七十年代中期，我和你們差不多大。最后一期的封底是一張清晨鄉(xiāng)村小路的照片，如果你有冒險(xiǎn)精神，可以自己找到這條路。下面有一句話，“保持饑餓，保持愚蠢”。這是他們的告別語(yǔ)，“保持饑餓，保持愚蠢”。我常以此勉勵(lì)自己?，F(xiàn)在，在你們即將踏上新旅程的時(shí)候，我也希望你們能這樣。保持饑餓，保持愚蠢。

Thank you all, very much.