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You've got this incredibly powerful, this potent technology and people,
当科学技术越来越发达
and I think design makes a very sort of important, erm...
此时 设计就显得尤为重要
..I think, contribution to the nature of that connection.
我觉得 它是连接起科技与人的一座桥梁
I think we're trying to create products that make sense,
我们的产品设计应该是直观简洁的
and that people really develop some sort of affinity with.
人们要跟产品产生真正情感上的联系
They are products that become personal.
科技需要以人为本
There is a poetic dimension to some technological artefacts
有的科技产品也融合了人文视角
because they have been crafted into it, and that is not accidental.
这是设计理念的核心 它绝不是一种偶然
It's absolutely part of a mission, a focus, and part of the functionality.
而是一项使命 一种趋势 是产品功能中不可或缺的一部分
And over the years, Apple has generally positioned its products
数年以来 苹果一直走的是高端路线
as expensive, but oh-so-elegantly designed.
产品都昂贵却又设计精良
There are people who say, when you compare the Apple product with the functional equivalent...
有些人会说 苹果产品相较于同类产品
..You see that it's more style over substance.
似乎有些华而不实
No, no, no! Evan, you couldn't be more wrong.
不 不是这样的 Evan 你完全错了
I wouldn't wish to be rude to you
我无意冒犯
but it's astonishing to think that, in the 21st-century,
但是我很震惊 这都二十一世纪了
people still think there's a distinction between style and substance,
为什么人们还要把设计和功能区别对待
that the two are not the same.
认为它们不是一回事呢？
The better it looks, the more you want to use it, the more function you get out of it anyway!
它的外观越棒 你就越想使用它 就能获取更多功能啊
Around the turn-of-the-century, technology was changing rapidly.
世纪交替之际 科技日新月异
Consumers were rushing to buy new digital devices like cameras and music players,
相机 音乐播放器等新型数码产品引起了购买热潮
and Jobs saw how Apple could weave itself deeper into people's lives,
乔布斯从中看到了一个契机 如果苹果能利用起这股潮流
IF it could exploit the trend.
那它就有机会更加深入地影响人们的生活
We are living in a new digital lifestyle with an explosion of digital devices,
我们生活在一个数码产品大爆炸的时代
and we believe that the Mac can become the digital hub of our new emerging digital lifestyle.
我们相信Mac能够成为这种数码生活的中心
We think this is going to be huge.
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