首家Apple Store开业演讲

原文标题: Speech Introducing the First Apple Store

背景: In May 2001, Steve recorded a private tour of the first Apple Store for an audience of software developers. He had once suggested that the Genius Bar be called the Geek Bar.

主题: “Wouldn’t it be great if when … you had any questions, you could ask a Genius?”

核心概念

  1. 天才吧 (Genius Bar) - 苹果店内的技术支持服务
  2. 苹果 (Apple) - 苹果公司
  3. 史蒂夫·乔布斯 (Steve Jobs) - 苹果公司创始人

内容

中文翻译

嗨，我是史蒂夫·乔布斯，我现在在弗吉尼亚州泰森斯角购物中心，就在华盛顿特区外面。我站在我们第一个零售店的木制围挡前，这家店将在六天后开业。现在，还没有人见过里面的样子。我想带你们进去进行一次秘密的私人参观。[向商店示意]

进来吧。这是我们的商店。商店分为四个部分。商店的前四分之一是我们的家庭区，有很棒的家庭和教育产品。还有我们的专业区，有我们所有出色的专业产品。我们制造的每一款产品都在这前25%的区域里。你可以看到整条产品线。

过来看看。让我给你们展示一下家庭区里有什么。✂︎

我们决定仅仅销售自己的产品是不够的，所以我们还销售六款数码摄像机、六款数码相机、六款MP3播放器和六款掌上组织器。所以你可以来到这里，不仅可以购买这些数码设备，还可以直接把它们连接到Mac上试用。

如果你去买电脑时——或者买了电脑之后——有任何问题，都能向一位天才咨询，这岂不是很棒？嗯，这就是我们有的。这叫做天才吧。

我不是天才，但我可以站在这里。会有真正懂行的人在这里提供店内服务，可以回答你关于Mac或任何外围设备或软件的任何问题。如果那个人不知道答案，他们有一条直通热线可以打给我们库比蒂诺的苹果总部，那里有知道答案的人。

但也许商店后部最令人兴奋的部分是我们的剧场。我们有一块出色的背投屏幕。我们可以在这里播放我们最新的广告，可以播放一些精彩的视频，当然我们也可以播放iTunes可视化效果。

最后我想给你们展示的是我们所有很棒的软件。看看这些东西。我们有超过三百种软件，从游戏到最复杂的专业应用。总有一款适合每个人。

我们迫不及待地想在这里展示你们的软件，在我们每一家商店里展示。所以去为我们编写更多软件吧，我们会建造更多的货架来容纳你们能编写的所有软件。

保重。

英文原文

Speech Introducing the First Apple Store, Make Something Wonderful

Speech Introducing the First Apple Store

“Wouldn’t it be great if when … you had any questions, you could ask a Genius?”

In May 2001, Steve recorded a private tour of the first Apple Store for an audience of software developers. He had once suggested that the Genius Bar be called the Geek Bar.

[From the sidewalk outside the store]

Hi, I’m Steve Jobs, and I’m here at Tysons Corner Mall in Virginia, right outside of Washington, D.C. And I’m standing in front of this wood barricade we’ve built in front of our first retail store, that’s going to open in six days. Now, nobody’s seen inside here yet. And I’d like to take you inside for a secret little private tour.[Beckons toward the store]

So come on in. Now, this is our store. And the store’s divided into four parts. The first quarter of the store has our home section, with great home and education products. And our Pro section, with all our great Pro products. Every product we make is in this first 25 percent of the store. You can see the whole product line.

So come on over here. Let me show you what we’ve got going in the home section.✂︎

We decided carrying our own products wasn’t enough, so we’re carrying six digital camcorders, six digital cameras, six MP3 players, and six handheld organizers. So you can come in here, and not only can you buy these digital devices, but you can actually hook them right up to the Macs and take them for a spin.

Wouldn’t it be great if when you went to buy a computer—or after you bought a computer—if you had any questions, you could ask a Genius? Well, that’s what we’ve got. This is called the Genius Bar.

I’m not a Genius, but I’ll stand behind here. There’ll be somebody here who can do service right in the store and who could answer any questions you’ve got about your Mac or any of the peripherals or software that work with it. And if that person doesn’t know the answer, they’ve got a hotline to call us in Cupertino at Apple headquarters, where we have somebody who does.

But maybe the most exciting part of the back of the store is our theater. We’ve got an exceptional rear projection screen. We can play our latest commercials back here, we can play some incredible videos back here, and of course we can play iTunes visualizations back here.

One last thing I want to show you is all our great software. Look at this stuff. We have over three hundred titles, from games to the most sophisticated pro applications. There’s something for everybody.

We can’t wait to feature your software right here, in every single one of our stores. So go write some more for us, and we’ll build more shelves for as much as you can write.

Take care.

思考与洞察

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