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There was no vision of there's going to be an iPod, then an iPhone, then an iPad.
我们一开始并不知道后来会出现iPod iPhone和iPad
However, there was a vision that we're going to be more consumer,
不过 我们对公司的大方向十分明确
more of a consumer electronics company.
我们要成为一个消费性电子产品公司
This is our store, and the store is divided into four parts.
这就是我们的店 它由四部分组成
The first quarter of the store has our home section...
第一部分是我们的家庭区域
Apple was on its way to becoming a global phenomenon.
苹果文化正在逐渐地成为一种全球性现象
Wanting to build a consumer electronics company,
想要成为消费性电子产品公司
the next step was to go into consumer electronics stores, Apple style,
下一步就是要设立消费性电子产品商店
with shops designed to match the products in them.
与苹果产品风格相匹配的商店
What's interesting about Apple's move into retail
有趣的是 苹果进军零售业的方式
is it wasn't so much Apple opening up a shop,
并不只是单单开设一个商店
but rather Apple opening up its experience
而是要给人们带来一种全新的经历
and allowing people to buy Apple products in the kind of style,
让顾客感受到独属于苹果的购买体验
in the kind of environment, that actually really suited that brand.
和独属于苹果的购买环境
Every facet of the way the stores look was influenced by Steve Jobs.
史蒂夫连店面设计的细节都亲力亲为
He even held the American patent for the design of the glass stairs.
他甚至是苹果店玻璃楼梯的专利持有者
The fact that Steve Jobs was a sort of hippy control freak was an extraordinary collision,
史蒂夫·乔布斯身上嬉皮士的和控制狂的特质看似矛盾
but it's worked absolutely brilliantly for Apple,
但在苹果的经营上 两者相得益彰
which is you've got this impression of hippy chic and relaxed and everything else,
使得苹果看似自由不羁 充满了嬉皮风格
whereas actually this organisation is one of the most controlled organisations in the world.
却又秩序井然 有条不紊 实为管理森严的大企业
Apple boasts some of the world's most profitable retail space,
苹果店是世界上盈利最高的店铺之一
but the shops are about far more than selling products.
但苹果店的意义远不仅是商店而已
An Apple Store is a temple to a belief system.
它代表着一个信仰的殿堂
They conform to the structure of a religion.
其结构与宗教场所一一对应
They have the objects of veneration, the phone, the tablet,
手机和平板电脑如同祭品
they have a powerful priesthood.
能干的店员如同祭司
They have a congregation of people who belong and who believe in Apple,
苹果的粉丝如同寺庙朝拜的信徒
but ultimately they have the Messiah, the religious leader,
最重要的是 他们有一个救世主 也就是宗教领袖
the late Steve Jobs.
过世的史蒂夫·乔布斯
