《名人傳記》之喬布斯億萬(wàn)富豪嬉皮士67:IBM野心勃勃

Jobs cast Apple as the plucky underdog,

喬布斯要帶領(lǐng)蘋(píng)果扭轉(zhuǎn)乾坤

taking on a domineering rival.

與競(jìng)爭(zhēng)對(duì)手背水一戰(zhàn)

IBM wants it all

IBM野心勃勃

and is aiming its guns on its last obstacle to industry control -

它正要掃去自己成為行業(yè)霸主的路上最后的阻礙

Apple.

蘋(píng)果

Will Big Blue dominate the entire computer industry?

藍(lán)色巨人將會(huì)壟斷整個(gè)計(jì)算機(jī)行業(yè)嗎?

The entire information age?

他會(huì)獨(dú)霸整個(gè)信息時(shí)代嗎?

Was George Orwell right about 1984?

奧威爾關(guān)于1984年的預(yù)言是否真的要變?yōu)楝F(xiàn)實(shí)?

We celebrate the first glorious anniversary...

讓我們來(lái)慶祝這輝煌的第一年……

Apple created an advert that painted IBM as Big Brother.

蘋(píng)果公司拍了一則廣告 把IBM描述成老大哥

the enemy of freedom.

自由之?dāng)?/p>

These images have helped define Apple as a brand ever since.

通過(guò)這些影像 蘋(píng)果樹(shù)立起了自己的品牌文化

We shall prevail.

勝利屬于我們

That was the birth of the Apple brand.

這標(biāo)志著蘋(píng)果這個(gè)品牌真正的誕生

It was talked about and it was literally focusing on a revolution.

它以“革命”為賣(mài)點(diǎn) 聲名大噪

And that revolutionary theme was absolutely at the core

而這個(gè)“革命”的標(biāo)簽

of what made Apple successful over the next years.

也對(duì)蘋(píng)果之后的成功起到了根本性的作用

The 1984 ad was the first time

1984年的這則廣告開(kāi)啟了蘋(píng)果的新紀(jì)元

when you started to get a real sense of the Apple club.

人們開(kāi)始對(duì)蘋(píng)果產(chǎn)生品牌忠實(shí)度

People who defined themselves by their association with the brand.

他們對(duì)這個(gè)品牌有了情感上的認(rèn)同感

That they weren't IBM clones, they were these creative thinkers

蘋(píng)果就跟他們一樣 并不隨波逐流 而是不拘一格

who had a different attitude, in some way.

與眾不同的

I think that's been the kind of common currency

人們對(duì)蘋(píng)果的這種認(rèn)知

that's been carried on since then.

一直延續(xù)到了今天

Nearly three decades on,

近三十年來(lái)

Apple was still following the marketing template set out all those years ago.

蘋(píng)果始終保持著那時(shí)所建立的營(yíng)銷(xiāo)模式

This year, Steve Jobs was centre stage

今年 喬布斯帶著新款的平板電腦

for the launch of its latest tablet.

再次站在了聚光燈的焦點(diǎn)

And just like in 1984, his pitch

跟1984年的發(fā)布會(huì)一樣 他再次表示

was that Apple stands for something more than selling computers.

蘋(píng)果存在的意義 遠(yuǎn)遠(yuǎn)不止是“計(jì)算機(jī)制造商”這么簡(jiǎn)單