乔布斯首款iPhone发布会演讲稿子

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1、标准文案2007乔布斯首款iPhone发布会演讲稿Thank you for coming.We re going to make some history together today.So,welcome to Mac-world.You know,it was just a year ago that I was up here and announ ced that we were going to switch to In tel processors.A huge,heart tran spla nt to In tel microprocessors.A nd I said th

2、at we would do it over the coming 12 months.We did it in seven months,and it was the it s been the smoothest and most successful transition that we ve ever seen in the history of our industry.And it was because we made a beautiful,seamless versi on of OSX for In telprocessors.A nd our teamcreated Ro

3、setta software which lets you run Power-PC apps on top of OSX on In tel processors.Ourhardware team got to cranking out a new Mac withIn tel processors every mon th,a nd we completed this tran siti on in seve n months.But we didn t do this alone.We did this with the help of a lot of folks.Our new co

4、lleagues at In tel really helped us.Tha nk you very much.Our third-party developers rapidly movi ng their apps to uni versal versi ons to run at n ative speeds on In tel processors.Tha nk you very much.A nd most of all,our users.The minute you saw these light nin g-fast machines,you bought em.And we

5、 ve had an extremely successful year,and I want to tha nk our users very much.Now,as manyas you know,our retail stores have for a while been selling over half their Macs to people who have never owned a Mac before:switchers.Well,I m pleased to report that now,in the U.S.,Macs selling through all cha

6、nnels,over half of them are sellingto people whohave never owned a Macbefore.It s not just limited to our retail stores anymore.Half the Macs we t be happier.As a matter of fact,here s one that might be coming on soon.Jim Allchin at Microsoft was quoted recently as saying if he didn t work for Micro

7、soft,he would buy a Mac,and he s retiring soon,so I ve alerted our Seattle stores to keep an eye out for him and give him really good service.You know,Vista s coming out,and you know our ads with the Mac guy and the PC guy,we made a little ad for Vista,and I d love to show it to you now,if you d lik

8、eto see it.Apple adSo,2007 is going to be a great year for the Mac.But this is all were going to talk about the Mactoday.We re going to moveon to someother things and over the course of the n ext several mon ths we re going to roll out someawesomestuff for the Mac.But for today,we re going to move o

9、n.So,the first thing I like to do is give you an update about our music bus in ess.As you kno w,weve got the iPod,best music player in the world.We ve got the iPod nanos,brand new models,colors are back.We ve got theamazing new iPod Shuffle.The iPod,in addition to being the world s bestMP3player,has

10、 becomethe world s most popular video player,and by a large margin.The iPod Nano is the world s most popular MP3 player,by a wide margin.And the new shuffle is the world s most wearable MP3 player.So we had an in credible lin e-up for this holiday seas on, all refreshed and new products.Now I d like

11、 to tell you a few things about iTunes now that are pretty exciting.Number one,we have crossed a major milestone.We have sold over 2 billionsongs oniTunes.lt s amazing.Now,there was an articlerecently that said iTunes sales had slowed dramatically.Idon t knowwhatdata they re looking at,but this is o

12、ur data,and what we see is iTunes sales were really up this year.It took us over three years to get to a billi onson gs.We got our sec ond billio nin 10 mon ths in 2006.A nd grow ingoff an over 600 milli on song base,we doubled it in 2OO6.So we could nt be happier with the growth rate of iTunes and

13、selli ng 2 billio n son gs.Now,we are selling over 5 millionsongs a day now.lsn t thatunbelievable?That s sold,we were the fifth-largest reseller.Because of the growth of iTunes,I ampleased to report that we have now passed Amazon.Wesell more music tha n Amaz on,and we are now nu mber four.A nd you

14、can guess who our next Target might be.So that s an update for music.Now I want to talk about TV shows.We ve got awesome TV shows on iTun es.As a matter of fact we have over 350 TV shows that you can buy episodes from on iTunes.And I mvery pleased to report that we have sold now 50 millio n TV shows

15、 on iTunes.lsn t that in credible?Now,let mego on to movies.When we started with televisionshows,thepion eeri ng part ner we had was the Walt Disney Co.They decided to throw in with us and sell TV shows,a nd boy did it work.Well,whe n we decided to sell movies,they were right with us there again as

16、our pioneering partner to sell movies.And I amreally pleased to announce that in the first four mon ths of selli ng movies,we have sold 1.3 millio n movies on iTun es,which I think has exceeded all of our expectati on s.A nd today,we have a new part ner jo ining the Walt Disney Co.to sell movies on

17、iTun es,a nd that is Paramount.We re thrilled because they have some awesome movies.Let me just show you a few of the titles here that are going up as we speak.All six Star Trek movies.So weare going to be moving up from the hundred movies we ve offered so far to over 250 movies now offered on iTune

18、s.These are gett ing up as fast as we can over the n ext week or so.A nd we hope to be add ing eve n more movies as other studios throw in with us as 2006 rolls on .So that s an update on iTun es.Now,as I said,we had a very stro ng lin eup of music players for this holiday season.We always have stif

19、fcompetition.That s just part of thisbus in ess.A nd we had a new competitor this past holiday seas on, which was,ofcourse,Microsoft s Zune.So how d they do?Well,we don t have data for December yet,because it s not out till next week or the week after forget.But we have data for November,which was t

20、heir launch month,should have bee n real big.A nd they garn ered 2 perce nt market share.Two perce nt market share.iPod had 62 percent market share,and the rest had 36.Again,we don t have data for December.We know we went up quite a bit in December in terms of market share.And we ll find out how the

21、y did.But 2 percent in their launch month.So,no matter how you try to spin this,what can you say?So that s an update on how we re doing in the n ewmusic bus in ess,a nd weve got a few newads for iPods.You know,we work with someof the greatest folks to create advertis in g.A nd they created this won

22、derful ad that Id love to show you right no w,so let me go ahead and roll it.Ad playsNow,just to let you in on our process a little bit,these guys arein credibly creative,they could n t stop,a nd they took the sames on g,which is an up-and-coming British pop group,and they took the samedancers,and t

23、hey did somedifferent animation,and they cameup with what you re about to see.Ad playsIsn t that great?So,those will be running shortly.And that is an update to our music bus in ess.Now,I d like to talk about a product we introduced in September.The code namewas iTV.We have a newnamefor it.It s call

24、ed Apple TV.But you should either go with your code name,like wedid with the Mac,or you should pick a code namequite a bit a real namequite a bit different than your code name,so I ll probably stumble and call this iTV five times today by mistake .I apologize.So Apple TV.Apple TV is a way to enjoy y

25、our media on your big scree n TV.So lets backtrack and talk about what we did when we previewed this in September.You can buy great content on the iTunes music store.Movies,TV shows and music,of course.And you can download it to your computer,be it a PC or a Mac m going to use a Mac here.You can put

26、 other content on your computer from other places,of course.A nd you can put that content on your iPod,right?Now,you can go out and buy a wide-scree n TV,hook up an Apple TV to it,a nd wirelessly tran smit that content from your PC to your Apple TVand watch it on your big screen TV.It s that simple.

27、Right?It s that simple.So,this is it.Let s take a look around the back at the connectorsto refresh ourselves.We have a power connector,USB 2,and Ethernet.And we have wi-fi wireless n etwork ing built in .A nd the n we have ways to get video out.An HDMIconnector,which is digital audio and video.Or co

28、mponent video and an alog and digital audio.Right?All out the back.Most people,however,will just use these three.They ll plug it in .There s no power brick necessary.And they ll hook up an HDMI cable to theirwide-screen TV,and they II use wireless networking to get their content.So it s really,reall

29、y easy to use.Let metell you a little more in-depth about what this box does.First of all it delivers up to 720p high-definition video.Right?Number on e.Number two,it s got a 40 gigabyte hard-drive in side of it.So it will store up to 50 hours of video.Which comesin handy for something I mabout to s

30、how you.And it has 802.11 wi-fi wireless networking,and it s got all three of the popular standards.It s got B,G,and the new Draft N sta ndard,which is really,really fast.A nd it s got an In tel processor in it,so it s got the process ing horsepower to do the kinds of user in terfaces we like to do.

31、So it s a really cool boxt works with video,music and photos .It was desig ned for wide-scree n TVs.It s got wi-fi wirelessn etwork in g,i nternal 40 gig hard drive.You can auto-s ynch your content from one computer.And you can stream content from up to five computers.So let s examine this in a litt

32、le more detail.Auto-synch from one computer.What does this mea n?lt mea ns you can take one of the computers in your house,and right from iTunes,justlike you would set up an iPod,youcould set up your Apple TV.And you can set up your Apple TV to say,oh,take myte n most rece ntly purchased un watched

33、movies and automatically put them on the hard drive of Apple TV.So that whenever I walk up to Apple TV,they re there.Right?So let me show you,I m going to do this with six TVshows.They just automatically,whe never I buy them,they just automatically will stream in the background to Apple TV and be st

34、ored on the hard drive.Right?So whe never I go to watch someth in g,they are there.Now,I can also stream from up to five computers .In this case,I mgoi ng to take content from five computers,a nd I can watch it on Apple TV but I will not store it on the hard drive.So you can just stream it live and

35、watch it from other computers in the house.Or if your neighbor comes over with a notebook and they ve got something cool that you want to watchon your widescree n TV.Agai n,PCs or Macs,I just choose the computer that I like.So,this is Apple TV,and why don t we go ahead and show it to you?You can con

36、trol it with this very simple remote.So let s go see a demo.This is the scree n saver.Takes all your photographs here and just puts them on your TV and they re gorgeous,because as you know,photography these days is high-def,with these amazing digital cameras that we have.So,let s go into the main me

37、nu of iTV,and here s what it looks like.We ve got movies,TV shows,music,podcasts,photos.So let s go into movies here.And we go in to movies.A nd we have all my movies that are stored on iTV,as well as the iTunes top movies .I can go see what s selli ng on iTunes and stream itdown and watch it on iTV

38、.I can also look at theatricaltrailers.Again,thisis not stored on iTV.This is actually coming over thelive In ternet.I nto my house through my Internet gateway,wirelessly to i s go in here,and watch a cool trailer.There s one called the Good Shepherd.So let s watch this,l just click on it,and this i

39、s streami ng live from A.Movie trailerSo you get the idea.You can sit on your couch and watch theatrical movie trailers with iTV.Now,let s back up here,and let s go play amovie.We ve got Zoolander here.Let s go play a little part of Zoola nder. One of our new Paramou nt movies.Movie clipIsn t this g

40、reat?So,that s movies,and let s go take a look at TV shows here .It s,aga in ,i ncredibly cool.Let s go into “ Heroes, ” a really great new show,and let s play an episode called Better Halves.TV clipOK,well,that s TV shows.Now let me show you music.You know,iTV,of course is Apple TV is primarily for

41、 video,but it turns out it s awesome for listeningto music on your hometheater system,as well.We think a lotof people are going to buy it for that.So we ve got music here,we vegot the iTunes top music,top music videos.And let mego downinto playlist here.We ve got a favorites playlist,I ll go into th

42、at.And I ll justshuffle some songs,because I want to show you what it s like when you re playi ng music here.Music playsSo it does that so it doesn t burn a hole in your plasma TV there.And we can go ahead and just go to the next track here.So that s what it s like to play music.Alright.So now let s

43、 go to photos.Again,your photos are high-def.These new digital cameras are awesome.A nd so you can just,aga in,m ove your photos to iTV or stream them over,over wireless n etwork in g.A nd see your photos right on your TV.So as an example,here s a photo album I made ofjustbeautiful.So you get the id

44、eat s really cool to watch photos on yourwidescree n TV.Now,what I ve bee n dem on strat ing so far is primarily content that has been synched to Apple TV from my computer and I d like to show you what it s like whe n you want to connect to some on eelse s computer.Let s say Phil Schiller my neighbo

45、r comes over and he s got his MacBook.Phil,what do you have on your MacBook.You got some content we could watch?Demo with Phil SchillerWell,let mejust go down here to sources,and here s the Apple TV that I ve been playing off the hard drive of,and I just say I want to connect to a new iTunes right h

46、ere,and iTunes is running on Phil s machine.ltsays type in this PIN,for security reasons,and Phil types in the PIN into his MacBook.They re fully authenticated now,and there s Phil s MacBook right up there and I push it,and nowl mgoing to be looking at the content right off of Phil s MacBook and wha

47、t do you want to watch,Phil?Alright,here we go.Alright go to 30 Rock here.Jack meets Dennis,OK,great.Here wego.We re streaming off of Phil s MacBooKo this Apple TV live.TV clipTha nk you Phil.That is Apple TV.So we thi nk this is pretty cool Apple TV.Movies,TV shows,music and photos all on your wide

48、scree n TV.Really excited about it.So Apple TV is going to be priced at$299.Right?$299 for all this built in.And we re going to be shipp ing them n ext mon th,i n February,a nd we are tak ing orders starti ng today.So,Apple TV.Enjoy your media on your big-scree n TV.We think this is going to be real

49、ly somethi ng quite special Apple TV.This is a day I ve been looking forward to for two-and-a-half years.Every once in a while,a revoluti onary product comes along that cha nges everyth in g.A nd Apple has bee n well,first of all, one s veryfortun ate if you get to work on just one of these in your

50、career.Apples been very fortunate.It s been able to introduce a few of these intothe world.1984,i ntroducedthe Macin tosh .Itdid n t just cha nge Apple .Itchanged the whole computer industry.In2001,we introducedthe firstiPod,and it didn t just change the way we all listen to music,it changed the en

51、tire music in dustry.Well,today,we rein troduc ingthreerevolutio nary products of this class.The first one is a widescree n iPod with touch con trols.The sec ond is a revoluti onary mobile phon e.A nd the third is a breakthrough In ternetcom muni cati ons device.So,threethi ngs:awidescree n iPod wit

52、h touch con trols;a revoluti onary mobile pho ne;a nd a breakthrough In ternetcom muni cati ons device.A n iPod,a pho ne,a nd anInternet com muni cator.A n iPod,a phoneare you gett ing it?These are notthree separate devices,this is one device,andwe are callingitiPhon e.Today,Apple is going to reinve

53、nt the phon e,a nd here it is.No,actually here it is,but we re going to leave it there for now.So,before we get into it,let me talk about a category of thi ngs.The most advaneed phones are called smart phones,so they say.And they typically comb ine a pho ne plus some e-mail capability,plus they say

54、its the Internet.It s sort of the baby Internet,into one device,and theyall have these little plastic keyboards on them.A nd the problem is that they re not so smart and they re not so easy to use,and so if you kind of makea Bus in ess School 101 graph of the smart axis and the easy-to-use axis,phon

55、es,regularcell phones are right there,they re not so smart,andthey re not so easy to use.But smart phones are definitely a little smarter,but they actually are harder to use.They re really complicated.Just for the basic stuff people have a hard time figuring out how to use them.Well,we don t want to

56、 do either one of these things.What wewant to do is makea leapfrog product that is way smarter than any mobile device has ever bee n,and super-easy to use.This is what iPho ne is.OK?So,we re going to reinvent the phone.Now,we re going to start with a revoluti onary user in terface .Itis the result o

57、f years of research anddevelopme nt,a nd of course,it s an in terplay of hardware and software.Now,why do we need a revolutionary user interface.Here s foursmart pho ne,right?Motorola Q,the BlackBerry,Palm Treo,Nokia E62 theusual suspects.And,what s wrong with their user interfaces?Well,the problem

58、with them is really sort of in the bottom 40 there.It s this stuff right there.They all have these keyboards that are there whether or not you n eed them to be there.A nd they all have these con trol butt ons that are fixed in plastic and are the same for every applicati on. Well,every application w

59、ants a slightlydifferentuser interface,aslightlyoptimized set of butt on s,just for it.A nd what happe ns if you think of a great idea six mon ths from no w?You can t run around and add a butt on tothese things.They re already shipped.So what do you do?It doesn t work because the buttons and the con

60、trols can t change.They can t change for each application,and they can t change down the road if you think of ano ther great idea you want to add to this product.Well,how do you solve this?Hmm.lt turns out,we have solved it!We solved in computers 20 years ago.We solved it with a bit-mapped scree n t

61、hat could display any thi ng we wan t.Put any user in terface up.A nd a pointing device.We solved it with the mouse.Wesolved this problem.So how are we going to take this to a mobile device?What we re going to do isget rid of all these butt ons and just make a gia nt scree n.N ow,how are we going to

62、 com muni cate this?We don t want to carry around a mouse,right?So what are we going to do?Oh,a stylus,right?We s not use a stylus.We re going to use the best pointing device in the world.We re going to use a pointing device that we re all born with born with ten of them.We re going to use our finge

63、rs.We re going to touch this with our fingers.And we have inven ted a n ewtech no logy called multi-touch,which is phe nomen al.It works like magic.You don t n eed a stylus .It s far more accurate tha n any touchdisplay that s ever bee n shipped .It ignores uninten ded touches,it ssuper-smart.You ca

64、n do multi-finger gestures on it.Andboy,have wepatented it.So we have been very lucky to have brought a few revolutionary user in terfacesto the market in our time.First was the mouse.The sec ondwas the click wheel.And now,we re going to bring multi-touch to themarket.A nd each of these revoluti onary in terfaces has made possible a revolutionaryproduct the Mac,the iPod and now the iPhone.So,arevolutionaryinterface.We re going to buildon top of that withsoftware.Now,software on mobile