《名人傳記》之喬布斯億萬富豪嬉皮士89:讓蘋果的廣告與眾不同

Jobs' insight was the beginning of Apple as we know it today.

正是喬布斯的卓越眼光成就了我們現(xiàn)在所熟知的蘋果公司

Computers were becoming powerful enough to store and play video, music and other media.

電腦逐漸有了播放視頻音樂以及其他多媒體文件的能力

Apple began working secretly on a digital device of its own.

蘋果暗中開始了一款電子產(chǎn)品的研發(fā)

It would revolutionise the company and our increasingly digital world.

這一舉動徹底改變了蘋果公司和這個越來越數(shù)碼化的世界

The iPod came about because somewhat of a convergence of technologies.

iPod可以說是多種不同的科技的凝集

We learned that we could marry a really small hard drive

我們發(fā)現(xiàn) 只要將小尺寸大容量的硬盤

small in size, large in capacity with some small electronics

和一些小型電子器件結合到一起

and build a really good music player.

就能制造出一款優(yōu)秀的音樂播放器

Just as with the mouse in the 1980s,

與二十世紀八十年代的鼠標一樣

Jobs and Apple did not invent the MP3 player,

MP3并不是喬布斯和蘋果所發(fā)明的

but they did redefine it for consumers.

但他們?yōu)橄M者重新定義了MP3

The iPod could hold 1,000 songs,

盡管iPod容量客觀 能夠裝下一千首歌

but its real innovation lay in Jonathan Ive's design.

但它真正的亮點在于Jonathan Ive的設計

There were lots of MP3 players around before the iPod

在iPod之前 市場上已經(jīng)有很多MP3播放器了

but they all looked as ugly as car batteries and it was only Apple

但是它們看起來就像車用蓄電池一樣丑

who had the sense to make the iPod into a gorgeous, gorgeous thing.

只有蘋果會把iPod設計得這么炫麗動人

The colour of the first iPod was no accident.

第一代iPod顏色的選擇并非偶然

Choosing white for the iPod wasn't just a Johnny decision,

iPod的白色并不是Johnny自己挑的

it was a Johnny and Steve decision.

它是Johnny和史蒂夫共同作出的選擇

They really looked into the idea of the colour white.

他們很認真地研究了白色的意義

It was something, which carried on a certain spirit and purity.

這個顏色飽含深意 同時也是純潔的象征

They went to many, many iterations of white and had to look at special materials, special polymers,

他們考察了許多種白色 尋遍了各種特殊材料和聚合物

to produce and convey and maintain the certain whiteness of the iPod.

就是為了找出最適合iPod的白色

Carefully chosen colours, white or otherwise,

精心挑選的顏色

had a distinctive presence in the advertising.

讓蘋果的廣告與眾不同

And with this product, unlike some in the past,

與之前某些產(chǎn)品不同

Apple was not going to overestimate demand.

蘋果這回沒有高估需求量

Indeed, quite the reverse.

情況恰恰相反