史蒂夫喬布斯 精彩演講集錦

10月6日早間消息，據國外媒體報道，蘋果公司對外宣佈前CEO史蒂夫 喬布斯辭世，享年56歲。

We're here to put a dent in the universe.（活着就是爲了改變世界。）

史蒂夫 喬布斯，這位蘋果前CEO用他的成就和人格魅力影響了一代人和整個世界，他對創新和創造一直抱有無限的熱情。同時，他的這種才華和熱情也在他的演講中得以淋漓精緻的發揮和體現。今天，就讓我們來回顧三場史蒂夫 喬布斯的精彩演講，一起來緬懷這位科技巨星的昔日風采。

一 WWDC 1997 喬布斯演講

Many of the insights he had at the time are still relevant. What's interesting about this particular video is that it was during a time that Jobs was not CEO of Apple. So, he is speaking as an external advisor to the company. For the astute among you, you'll find that there are some inconsistencies between what Jobs said when he was not CEO and how he is behaving now when he is CEO.

喬布斯在70分鐘的演講中，用問答的方式談及了很多科技遠見，管理方式，經營理念。當時他剛回到蘋果，還未擔任蘋果CEO。

16 brilliant Insights from Steve Jobs Keynote Circa 1997　
史蒂夫 喬布斯提出的16條見解

1. Apple's strategy revolves around one fundamental concept, which is to make some really great products.

2. March forward one foot in front of the other. The press and the stock price will take care of themselves.

3. This whole notion of being so proprietary in every facet of what we do has really hurt us.

4. There are a lot of smart people that don’t work at Apple.

5. If we can be much better without being different, that would be fine with me. I want to be much better. I don’t care about being different.

6. The fact that Apple controls the product design from end to end: hardware and software gives us an incredibly unique opportunity. It's the only company in the industry that does that.

7. Every good product that I’ve ever seen in this industry and pretty much anywhere, is because a group of people cared deeply about making something wonderful that they and their friends wanted.

8. If Woz and I could have went down and plunked down 2000 bucks and bought an Apple II, why would we have built one? We weren’t trying to start a company; we were trying to get a computer.

9. It’s incredibly stupid for Apple to get into a position where for Apple to win, Microsoft has to lose. That’s really dumb.

10. This is my personal opinion. I believe Apple should license everything.

11. For the next several years, our job is to not reinvent the world. It’s to take something that we know exists already but hardly anybody’s got it, and gets it out to them.

12. The way you get programmer productivity is by eliminating lines of code you have to write.

13. You’ve got to start with the customer experience and work backwards for the technology.

14. The customers aren’t going to measure us on how people tried or how hungry they were. They’re going to measure us on what they see.

15. Don’t get freaked out by Microsoft any more than we were freaked out by IBM when we started Apple.

16. I really hope that you embrace this as much as the team at Apple is. Because we have a chance to do something really good.二 2005 年斯坦福大學畢業典禮演講

You've got to find what you love
　你必須要找到你所愛的東西

I am honored to be with you today at your commencement from one of the finest universities in the world. I never graduated from college. Truth be told, this is the closest I've ever gotten to a college graduation. Today I want to tell you three stories from my life. That's it. No big deal. Just three stories.

我今天很榮幸能和你們一起參加畢業典禮，斯坦福大學是世界上最好的大學之一。我從來沒有從大學中畢業。說實話,今天也許是在我的生命中離大學畢業最近的一天了。今天我想向你們講述我生活中的三個故事。不是什麼大不了的事情,只是三個故事而已。

The first story is about connecting the dots.

第一個故事是關於如何把生命中的點點滴滴串連起來。

I dropped out of Reed College after the first 6 months, but then stayed around as a drop-in for another 18 months or so before I really quit. So why did I drop out?

我在Reed大學讀了六個月之後就退學了,但是在十八個月以後——我真正的做出退學決定之前,我還經常去學校。我爲什麼要退學呢？

It started before I was born. My biological mother was a young, unwed college graduate student, and she decided to put me up for adoption. She felt very strongly that I should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife. Except that when I popped out they decided at the last minute that they really wanted a girl. So my parents, who were on a waiting list, got a call in the middle of the night asking: "We have an unexpected baby boy; do you want him?" They said: "Of course." My biological mother later found out that my mother had never graduated from college and that my father had never graduated from high school. She refused to sign the final adoption papers. She only relented a few months later when my parents promised that I would someday go to college.

故事從我出生的時候講起。我的親生母親是一個年輕的,沒有結婚的大學畢業生。她決定讓別人收養我, 她十分想讓我被大學畢業生收養。所以在我出生的時候，她已經做好了一切的準備工作，能使得我被一個律師和他的妻子所收養。但是她沒有料到,當我出生之後,律師夫婦突然決定他們想要一個女孩。所以我的生養父母（他們還在我親生父母的觀察名單上）突然在半夜接到了一個電話:“我們現在這兒有一個不小心生出來的男嬰,你們想要他嗎？”他們回答道:“當然！”但是我親生母親隨後發現，我的養母從來沒有上過大學,我的父親甚至從沒有讀過高中。她拒絕籤這個收養合同。只是在幾個月以後,我的父母答應她一定要讓我上大學,那個時候她才同意。

And 17 years later I did go to college. But I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents' savings were being spent on my college tuition. After six months, I couldn't see the value in it. I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out. And here I was spending all of the money my parents had saved their entire life. So I decided to drop out and trust that it would all work out OK. It was pretty scary at the time, but looking back it was one of the best decisions I ever made. The minute I dropped out I could stop taking the required classes that didn't interest me, and begin dropping in on the ones that looked interesting.

在十七歲那年,我真的上了大學。但是我很愚蠢的選擇了一個幾乎和你們斯坦福大學一樣貴的學校, 我父母還處於藍領階層，他們幾乎把所有積蓄都花在了我的學費上面。在六個月後, 我已經看不到其中的價值所在。我不知道我想要在生命中做什麼,我也不知道大學能幫助我找到怎樣的答案。但是在這裏，我幾乎花光了我父母這一輩子的所有積蓄。所以我決定要退學,我覺得這是個正確的決定。不能否認,我當時確實非常的害怕, 但是現在回頭看看,那的確是我這一生中最棒的一個決定。在我做出退學決定的那一刻, 我終於可以不必去讀那些令我提不起絲毫興趣的課程了。然後我還可以去修那些看起來有點意思的課程。

It wasn't all romantic. I didn't have a dorm room, so I slept on the floor in friends' rooms, I returned coke bottles for the five-cent deposits to buy food with, and I would walk the 7 miles across town every Sunday night to get one good meal a week at the Hare Krishna temple. I loved it. And much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on. Let me give you one example:

但是這並不是那麼羅曼蒂克。我失去了我的宿舍,所以我只能在朋友房間的地板上面睡覺,我去撿5美分的可樂瓶子，僅僅爲了填飽肚子, 在星期天的晚上,我需要走七英里的路程，穿過這個城市到Hare Krishna寺廟,只是爲了能吃上飯——這個星期唯一一頓好一點的飯。但是我喜歡這樣。我跟着我的直覺和好奇心走, 遇到的很多東西,此後被證明是無價之寶。讓我給你們舉一個例子吧：

Reed College at that time offered perhaps the best calligraphy instruction in the country. Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed. Because I had dropped out and didn't have to take the normal classes, I decided to take a calligraphy class to learn how to do this. I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can't capture, and I found it fascinating.

Reed大學在那時提供也許是全美最好的美術字課程。在這個大學裏面的每個海報, 每個抽屜的標籤上面全都是漂亮的美術字。因爲我退學了, 沒有受到正規的訓練, 所以我決定去參加這個課程，去學學怎樣寫出漂亮的美術字。我學到了san serif 和serif字體, 我學會了怎麼樣在不同的字母組合之中改變空格的長度, 還有怎麼樣才能做出最棒的印刷式樣。那是一種科學永遠不能捕捉到的、美麗的、真實的藝術精妙, 我發現那實在是太美妙了。

None of this had even a hope of any practical application in my life. But ten years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, it's likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do. Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards ten years later.

當時看起來這些東西在我的生命中，好像都沒有什麼實際應用的可能。但是十年之後,當我們在設計第一臺Macintosh電腦的時候,就不是那樣了。我把當時我學的那些傢伙全都設計進了Mac。那是第一臺使用了漂亮的印刷字體的電腦。如果我當時沒有退學, 就不會有機會去參加這個我感興趣的美術字課程, Mac就不會有這麼多豐富的字體，以及賞心悅目的字體間距。那麼現在個人電腦就不會有現在這麼美妙的字型了。當然我在大學的時候，還不可能把從前的點點滴滴串連起來,但是當我十年後回顧這一切的時候,真的豁然開朗了。

Again, you can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something - your gut, destiny, life, karma, whatever, because believing that the dots that will connect down the road will give you the confidence to follow your heart, even when it leads you off the well-worn path, and that will make all the difference.

再次說明的是,你在向前展望的時候不可能將這些片斷串連起來；你只能在回顧的時候將點點滴滴串連起來。所以你必須相信這些片斷會在你未來的某一天串連起來。你必須要相信某些東西：你的勇氣、目的、生命、因果。因爲只有你相信這些點是存在關係的，你才能自信地踏上那條你夢寐以求的路，這條路可能帶領你偏離主流價值觀，而也正因此，人生可能真的與衆不同。My second story is about love and loss.

我的第二個故事是關於愛和失去的。

I was lucky – I found what I loved to do early in life. Woz and I started Apple in my parents garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4000 employees. We had just released our finest creation - the Macintosh - a year earlier, and I had just turned 30. And then I got fired. How can you get fired from a company you started? Well, as Apple grew we hired someone who I thought was very talented to run the company with me, and for the first year or so things went well. But then our visions of the future began to diverge and eventually we had a falling out. When we did, our Board of Directors sided with him. So at 30 I was out. And very publicly out. What had been the focus of my entire adult life was gone, and it was devastating.

我非常幸運, 因爲我在很早的時候就找到了我鍾愛的東西。Woz和我在二十歲的時候就在父母的車庫裏面開創了蘋果公司。我們工作得很努力, 十年之後, 這個公司從那兩個車庫中的窮光蛋發展到了超過四千名的僱員、價值超過二十億的大公司。在公司成立的第九年,我們剛剛發佈了最好的產品,那就是Macintosh。我也快要到三十歲了。在那一年, 我被炒了魷魚。你怎麼可能被你自己創立的公司炒了魷魚呢? 嗯,在蘋果快速成長的時候，我們僱用了一個很有天分的傢伙和我一起管理這個公司, 在最初的幾年,公司運轉的很好。但是後來我們對未來的看法發生了分歧, 最終我們吵了起來。當爭吵不可開交的時候, 董事會站在了他的那一邊。所以在三十歲的時候, 我被炒了。在這麼多人的眼皮下我被炒了。在而立之年，我生命的全部支柱離自己遠去, 這真是毀滅性的打擊。

I really didn't know what to do for a few months. I felt that I had let the previous generation of entrepreneurs down - that I had dropped the baton as it was being passed to me. I met with David Packard and Bob Noyce and tried to apologize for screwing up so badly. I was a very public failure, and I even thought about running away from the valley. But something slowly began to dawn on me – I still loved what I did. The turn of events at Apple had not changed that one bit. I had been rejected, but I was still in love. And so I decided to start over.

在最初的幾個月裏，我真是不知道該做些什麼。我把從前的創業激情給丟了, 我覺得自己讓與我一同創業的人都很沮喪。我和David Pack和Bob Boyce見面，並試圖向他們道歉。我把事情弄得糟糕透頂了。但是我漸漸發現了曙光, 我仍然喜愛我從事的這些東西。蘋果公司發生的這些事情絲毫的沒有改變這些, 一點也沒有。我被驅逐了,但是我仍然鍾愛它。所以我決定從頭再來。

I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.

我當時沒有覺察, 但是事後證明, 從蘋果公司被炒是我這輩子發生的最棒的事情。因爲，作爲一個成功者的沉重感被作爲一個創業者的輕鬆感覺代替: 對任何事情都不再那麼確定。這讓我覺得如此自由, 進入了我生命中最有創造力的一個階段。

During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the world’s first computer animated feature film, Toy Story, and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple's current renaissance. And Laurence and I have a wonderful family together.

在接下來的五年裏, 我創立了一個名叫NeXT的公司, 還有一個叫Pixar的公司, 然後和一個後來成爲我妻子的優雅女人相識。Pixar 製作了世界上第一個用電腦製作的動畫電影——“”玩具總動員”,Pixar現在也是世界上最成功的電腦製作工作室。在後來的一系列運轉中,Apple收購了NeXT, 然後我又回到了Apple公司。我們在NeXT發展的技術在Apple的復興之中發揮了關鍵的作用。我還和Laurence 一起建立了一個幸福的家庭。

I'm pretty sure none of this would have happened if I hadn't been fired from Apple. It awful tasted medicine, but I guess the patient needed it. Sometimes life hits you in the head with a brick. Don't lose faith. I'm convinced that the only thing that kept me going was that I loved what I did. You've got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, you'll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don't settle.

我可以非常肯定,如果我不被Apple開除的話, 這其中一件事情也不會發生的。這個良藥的味道實在是太苦了,但是我想病人需要這個藥。有些時候, 生活會拿起一塊磚頭向你的腦袋上猛拍一下。不要失去信心。我很清楚唯一使我一直走下去的，就是我做的事情令我無比鍾愛。你需要去找到你所愛的東西。對於工作是如此, 對於你的愛人也是如此。你的工作將會佔據生活中很大的一部分。你只有相信自己所做的是偉大的工作, 你才能怡然自得。如果你現在還沒有找到, 那麼繼續找、不要停下來、全心全意的去找, 當你找到的時候你就會知道的。就像任何真誠的關係, 隨着歲月的流逝只會越來越緊密。所以繼續找，直到你找到它，不要停下來！My third story is about death.

我的第三個故事是關於死亡的。

When I was 17, I read a quote that went something like: "If you live each day as if it was your last, someday you'll most certainly be right." It made an impression on me, and since then, for the past 33 years, I have looked in the mirror every morning and asked myself: "If today were the last day of my life, would I want to do what I am about to do today?" And whenever the answer has been "No" for too many days in a row, I know I need to change something.

當我十七歲的時候, 我讀到了一句話:“如果你把每一天都當作生命中最後一天去生活的話,那麼有一天你會發現你是正確的。”這句話給我留下了深刻的印象。從那時開始,過了33年,我在每天早晨都會對着鏡子問自己:“如果今天是我生命中的最後一天, 你會不會想要完成你今天要做的事情呢？”當答案連續很多天都是“不是”的時候, 我知道自己需要改變某些事情了。

Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everything – all external expectations, all pride, all fear of embarrassment or failure - these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.

“記住你即將死去”是我一生中遇到的最重要箴言。它幫我指明瞭生命中重要的選擇。因爲幾乎所有的事情, 包括所有的榮譽、所有的驕傲、所有對難堪和失敗的恐懼,這些在死亡面前都會消失。我看到的是留下的真正重要的東西。你有時候會思考你將會失去某些東西,“記住你即將死去”是我知道的避免這些想法的最好辦法。你已經赤身裸體了, 你沒有理由不去聽從你內心的召喚。

About a year ago I was diagnosed with cancer. I had a scan at 7:30 in the morning, and it clearly showed a tumor on my pancreas. I didn't even know what a pancreas was. The doctors told me this was almost certainly a type of cancer that is incurable, and that I should expect to live no longer than three to six months. My doctor advised me to go home and get my affairs in order, which is doctor's code for prepare to die. It means to try to tell your kids everything you thought you'd have the next 10 years to tell them in just a few months. It means to make sure everything is buttoned up so that it will be as easy as possible for your family. It means to say your goodbyes.

大概一年以前, 我被診斷出癌症。我在早晨七點半做了一個檢查, 檢查清楚的顯示在我的胰腺有一個腫瘤。我當時都不知道胰腺是什麼東西。醫生告訴我那很可能是一種無法治癒的癌症, 我還有三到六個月的時間活在這個世界上。我的醫生叫我回家, 然後整理好我的一切, 那就是醫生準備死亡的程序。那意味着你將要把未來十年對你小孩說的話在幾個月裏面說完.；那意味着把每件事情都搞定, 讓你的家人會盡可能輕鬆的生活；那意味着你要說“再見了”。

I lived with that diagnosis all day. Later that evening I had a biopsy, where they stuck an endoscope down my throat, through my stomach and into my intestines, put a needle into my pancreas and got a few cells from the tumor. I was sedated, but my wife, who was there, told me that when they viewed the cells under a microscope the doctors started crying because it turned out to be a very rare form of pancreatic cancer that is curable with surgery. I had the surgery and I'm fine now.

我整天和那個診斷書一起生活。後來有一天早上我作了一個活切片檢查，醫生將一個內窺鏡從我的喉嚨伸進去,通過我的胃, 然後進入我的腸子, 用一根針在我的胰腺上的腫瘤上取了幾個細胞。我當時很鎮靜,因爲我被注射了鎮定劑。但是我的妻子在那裏, 後來告訴我，當醫生在顯微鏡地下觀察這些細胞的時候他們開始尖叫, 因爲這些細胞最後竟然是一種非常罕見的可以用手術治癒的胰腺癌症。我做了這個手術, 現在我痊癒了。

This was the closest I've been to facing death, and I hope it's the closest I get for a few more decades. Having lived through it, I can now say this to you with a bit more certainty than when death was a useful but purely intellectual concept:

那是我最接近死亡的時候, 我還希望這也是以後的幾十年最接近的一次。從死亡線上又活了過來, 死亡對我來說，只是一個有用但是純粹是知識上的概念的時候，我可以更肯定一點地對你們說：

No one wants to die. Even people who want to go to heaven don't want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life. It is Life's change agent. It clears out the old to make way for the new. Right now the new is you, but someday not too long from now, you will gradually become the old and be cleared away. Sorry to be so dramatic, but it is quite true.

沒有人願意死, 即使人們想上天堂, 人們也不會爲了去那裏而死。但是死亡是我們每個人共同的終點。從來沒有人能夠逃脫它。也應該如此。因爲死亡就是生命中最好的一個發明。它將舊的清除以便給新的讓路。你們現在是新的, 但是從現在開始不久以後, 你們將會逐漸的變成舊的然後被清除。我很抱歉這很戲劇性, 但是這十分的真實。

Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's thinking. Don't let the noise of other's opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.

你們的時間很有限, 所以不要將他們浪費在重複其他人的生活上。不要被教條束縛,那意味着你和其他人思考的結果一起生活。不要被其他人喧囂的觀點掩蓋你真正的內心的聲音。還有最重要的是, 你要有勇氣去聽從你直覺和心靈的指示——它們在某種程度上知道你想要成爲什麼樣子，所有其他的事情都是次要的。

When I was young, there was an amazing publication called The Whole Earth Catalog, which was one of the bibles of my generation. It was created by a fellow named Stewart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch. This was in the late 1960's, before personal computers and desktop publishing, so it was all made with typewriters, scissors, and polaroid cameras. It was sort of like Google in paperback form, 35 years before Google came along: it was idealistic, and overflowing with neat tools and great notions.

當我年輕的時候, 有一本叫做“整個地球的目錄”振聾發聵的雜誌，它是我們那一代人的聖經之一。它是一個叫Stewart Brand的傢伙在離這裏不遠的Menlo Park書寫的, 他象詩一般神奇地將這本書帶到了這個世界。那是六十年代後期, 在個人電腦出現之前, 所以這本書全部是用打字機,、剪刀還有偏光鏡製造的。有點像用軟皮包裝的Google, 在Google出現三十五年之前：這是理想主義的， 其中有許多靈巧的工具和偉大的想法。

Stewart and his team put out several issues of The Whole Earth Catalog, and then when it had run its course, they put out a final issue. It was the mid-1970s, and I was your age. On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous. Beneath it were the words: "Stay Hungry. Stay Foolish." It was their farewell message as they signed off. Stay Hungry. Stay Foolish. And I have always wished that for myself. And now, as you graduate to begin anew, I wish that for you.

Stewart和他的夥伴出版了幾期的“整個地球的目錄”,當它完成了自己使命的時候, 他們做出了最後一期的目錄。那是在七十年代的中期, 你們的時代。在最後一期的封底上是清晨鄉村公路的照片（如果你有冒險精神的話，你可以自己找到這條路的），在照片之下有這樣一段話：“保持飢餓,保持愚蠢。”這是他們停止了發刊的告別語。“保持飢餓,保持愚蠢。”我總是希望自己能夠那樣,現在, 在你們即將畢業，開始新的旅程的時候, 我也希望你們能這樣：

Stay Hungry. Stay Foolish.

保持飢餓，保持愚蠢。

Thank you all very much.

非常感謝你們。三 2011.6.7喬布斯談蘋果新園區發展藍圖（喬布斯辭職前最後一次公開演講）

Cupertino is very famous for Apple Computer. And we are very honor to have Steve Jobs to come here tonight to give us special presentation. Mr. Jobs?

蘋果如今變得炙手可熱Cupertino也沾光不少，今晚我們榮幸地邀請到喬布斯蒞臨現場。喬總？

Welcome, Mr. Jobs: you have a fan club here..

歡迎你，這裏貌似都是你的粉絲。

Thank you. Apple's grown like a weed, and as you know, we've always been in Cupertino. Started in an office par, eventually, got the buildings, we are in now the corner of the ends of those buildings hold maybe 2600 or 2800 people. But we've got almost 12,000 people in the area. So we're renting buildings - not very good buildings, either at an ever-greater radius from our campus and we're putting people in those. It is clear that we need to build new campus, so we just add space. That doesn't mean we don't need the one we got, we do need it, but we need another one to augment it. So we've got a plan that lets us stay in Cupertino. And we went out and we bought some land and this land is kind of special, to me. When I was 13, I think, I called up... Hewlett and Packard were my idols. And I called up Bill Hewlett, cause he lived in Palo Alto, and there were no unlisted numbers in the phone book, which gives you a clue to my age. And he picked up the phone and I talked to him and I asked him if he'd give me some spare parts for something I was building called a frequency counter. And he did, but in addition to that he gave me something way more important. He gave a job that summer. A summer job at Hewlett-Packard, right here (on) in Santa Clara, off 280, the division that built frequency counters. And I was in heaven. Well, right around that exact moment in time, Hewlett and Packard themselves were walking on some property over here in Cupertino, in Prune ridge, and they ended up buying it. And they built their computer systems division there. And as Hewlett - Packard has been shrinking lately, they decided to sell that property and we bought it. We bought that and we bought some adjacent property that all used to be apricot trees, apricot orchards and we've got about 150 acres. And we should like to put a new campus on that so that we can stay in Cupertino. And we've come up - we've hired some great architects to work with, some of the best in the world, I think. And we've come up with a design that puts 12,000 people in one building. Think about that, that’s rather odd 12,000 people in a building, in one building. But, we've seen these office parks with lots of building and they get pretty boring pretty fast. So we'd like to do something better than that. And I'd like to take you through what we like to do. So this is supposed to work here. Here we go. Can you see this? So here is we are today, which is on Infinite Loop drive, against the intersection of D' Anza and the 280.

謝謝大家。蘋果如雨後春筍般快速發展着，而Cupertino一直是我們鍾愛的土壤。從開始的工業園到現在的辦公大樓280號公路盡頭的拐彎處，這幾棟樓能容納2600到2800名員工。可實際上我們的員工數量超過了12000。不得已只能租些差勁的寫字樓給員工辦公。所以我想把大家轉移到離現有園區不遠的一片區域。我們將用新的園區來擴充辦公面積。現有園區也會繼續保留，新園區還在Cupertino，因爲這裏對我具有意義。從小我就是惠普創始人Hewlett和Packard的粉絲。Hewlett住在Palo Alto，13歲那年我給他打了個電話，年頭所有的電話號碼都印在大部頭裏，不好意思，暴露了我的年齡。我問他是否能送我些零件做頻率計數器。他不僅答應了，還給了我一份工作。惠普的暑期實習，就在Santa Clara 280號公路旁邊，我被分在計頻器部門，簡直像去了天堂。就在這個時候，惠普在Prune ridge買了塊地，並在那裏設立了計算機系統部。惠普最近並不景氣，有意出售這塊不動產，我們就買了下來。順便還買下了來原來的一片杏園，總面積有150英畝了。我想在哪兒建個新園區，繼續留在Cupertino。我們請來最優秀的設計師，希望設計一棟能容納12000人的大樓。一棟樓裝12000人，是不是跟中國的學生宿舍一樣不可思議？你們看過一些工業園區空間擁擠、設計單調，我們希望改變這一切。給大家看看園區藍圖，看得見麼？蘋果總部就在這裏280號公路和D' Anza十字路口的交匯處。

Mr. Jobs, yeah, you drawn as print, that's high-tech we've. Use your finger. Just point in the air...

喬總，你可以用演示器，我們這兒也是有高科技的。

What we've done is we bought this land right here. We try to buy the apartments at the corner but they are not for sale, so we couldn't buy those. And we bought everything else. And the campus we like to build there is one building holds 12,000 people. And it is pretty amazing building. Let me show it to you. It's a little like a spaceship landed, there it is, and it's got this gorgeous courtyard in the middle, but a lot more. So let's take a close look at it. It's a circle. It's curved all the way around. If you build things, this is not the cheapest way to build something. There is not a straight piece of glass in this building. It's all curved. We've used our experience making retail buildings all over the world now, and we know how to make the biggest pieces of glass in the world for architectural use. We can make it curve all the way around the building. And you can see what it look like. It is pretty cool. Again, today, about 20% of the space is landscaping, several big asphalt parking lots. So 20% of this is landscape, we want to completely change this. And we want to make 80% of landscape, and the way we're gonna do this is we're gonna put most of the parking underground. So we can have 80% of landscape, and you can see what we've in mind. I mean there is nothing like this in the property now. It's pretty bad. Today there are 3700 trees on the property we'd like to just almost double that. We've hired one of the senior arborists from Stanford actually who is very good with indigenous trees around this area. So we'd like to plant a lot of trees including some apricot orchards. Again you can see what it might be like. This is some of the infrastructure. The main building, we have parking underneath the main building. That's not enough unfortunately. We have a parking structure here as well. The building's four stories high as is the parking structure. There's nothing high here at all. We want the whole place human scale. It's actually about the same as we have in Cupertino right now... An energy center. We deal with - people using, sitting at computers all day writing software. And if the power goes out on the grid we get to send everybody home. So we have to have backup power to power the place in the event brownouts and stuff. And I think what we're gonna end up doing is making the energy center our primary source of power. Because we can generate power with Natural Gas and other ways that can be cleaner and cheaper and use the grid as our backup. We've got an auditorium because we put on presentations. Much like we did yesterday but we have to go to San Francisco to do them. Fitness center and some R&D facilities, these are just things that where we do testing and we need some buildings to test in and there's hardly any people in them. So this is roughly the kind of thing we're thinking about. We think about 12,000 people, I put 13,000 on the slides, just because we may make a little luckier than 12,000. We're up roughly 40% in people V.S. What the site has been used for already and we're increasing space to 3.1 million square feet. So 20% increase in space. The landscaping though increases by 350%, which is a nice, tree by 60%. The surface parking goes down by 90%. And so I think the overall feeling of the place is gonna be zillion times better than it is now with all the asphalt. And the building footprint actually goes down by 30%. So, we wanna take the space and in many cases making it smaller. We're putting more of desirable things on the space and that's what we like to do. So just wanna give you a look at it. This is a cafe. We have cafe as our facilities. And this cafe will, you know, feed the better part of the 3,000 people sitting. That's what you need when you 12,000 people in the campus. So that's what we're looking at. I'd love to answer your questions if you have any.

我們買下這塊地，本來還想買這初拐角，可對方不賣，我們又不能強拆，所以只得放棄。我們打算在園區裏建一棟樓，容納12000人。聽起來很炫，看起來更炫。華麗吧！像不像太空飛船？中間還有個大院子，還不止呢。讓我們湊近了看，辦公室的外觀是個圓環。體形優美，造價不菲，所有的玻璃都是弧形的線條。我們建造蘋果零售店的經驗派上用場了。碩大的弧形玻璃難不倒我們。讓玻璃牆繞場一週。是不是很酷。目前整個園區只有20%的綠化，浪費了不少地方。我們向來一次乾坤大挪移。把停車場統統發配到地下，讓綠化面積從20%暴增到80%。目的不言而喻，我們可不想像別的園區那樣被人詬病。目前園區裏有3800棵樹，未來會翻一倍。我們聘請斯坦福的園林設計師來設計園區。除了杏樹，還會種其他植物。這是建成後的樣子。這是我們的主樓，設有地下停車場。可惜地下停車場不夠用，所以我們另設了一處停車點。新辦公樓是一座四層圓形建築，中間有一個大庭院。摩天大廈我不感冒，我喜歡矮建築。保持和Cupertino現有建築的高度一致。我們的工作要對着電腦一刻不停的寫程序，所以正常的工作離不開能源中心。要是沒電，大家只能回家洗了睡。所以需要後備電源，能源中心將用天然氣或其他綠色能源發電。我們希望將其作爲主要的電力來源，把國家電網用作後備電源。這裏將修建一個大禮堂，我們就不用像昨天那樣跑到舊金山去開會了。這裏是健身中心和研發大樓，這個地方專門用來做測試，裏面木有員工。這就是我們的設想。蘋果現有12000員工，但可能增加到13000人。將來這裏可以多容納40%的員工，增加20%的使用面積，這樣總面積大道了310萬平方英尺。綠化面積增長350%，這個就厲害啦，植樹量增長60%，地上停車面積減少90%。你會自上這片土地的，這比一滴瀝青給力多了。建築佔地面積將減少30%。減少建築面積。這樣有更多的空間留給想象力去發揮。這裏是間咖啡廳，這個可以有，你懂的。它能容納3000人同時就餐。足足有12000名員工在此貢獻智慧，所以我們需要那麼大的容量。我的介紹到此爲止，有什麼問題嗎？Thank you, Mr. Jobs. And we're really excited that you call Apple our home. If you go to your shop at anything they have a T-shirt that says the mother ship has landed, and if you look at this picture, definitely the mother ship has landed here in Cupertino. Is there any questions or comments from council colleagues, council member Wang？

謝謝你的演講，很高興蘋果能在Cupertino安家。現在都有印有“蘋果飛船”的T恤賣了。看看印花，亮點是這飛船的登陸地就在Cupertino。各位參議員同僚有什麼要問的嗎？王議員？

Hi, Steve.

喬總，您好

Hi.

您好

Quick question, I think people are curious to know what the city residence can benefit from this new campus.

貌似大家都比較關心民衆能從新園區中受益嗎？

Well, as you know, we're the largest tax payer in Cupertino, so we'd like to continue to stay here and pay taxes. That's number one. Because if we can't, then we go have to somewhere like Mountain View. And we take up people with us, we give up and over years sell the land here, and the largest tax base would go away. That wouldn't be good for Cupertino.

我們是Cupertino的納稅大戶，你懂得，我們很高興能留下來繼續繳稅，這點最重要。如果新園區項目流產，我們不得不另棲他處，比如Mountain View.。我們只有帶着員工離開，把地賣掉。我想Cupertino不會希望繳稅大戶離開

No of course not.

當然不想了。

And wouldn't be good for us either, so that's number one. And number two, we employ some really talented great people and across the whole age spectrum. A lot of people right out of college, hire a lot of Stanford grads, etc, and you know people in their 50s and even 60s, like me I'm in my 50s. So I think there's a lot of them wanna live around where they work. We have a lot of people riding bikes to work now. We also run a bus service. We got 20 buses that run on bio-diesel fuel. They are the cleanest bus that you can buy. We've got 20 of them doing routes all the way from San Francisco to Santa Cruz bringing people in. So, those are the kinds of things could benefit Cupertino. And influx of tax base, and influx of very talented people who are, you know, getting paid. We put them in a fairly affluent group of people, and many of them would choose to make Cupertino their personal home as well as professional home. I think there is a lot there plusia whole lot of trees.

我們也不想，所以這是第一條。此外，我們僱傭了很多優秀人才，各個年齡階段的人都有。我僱了很多大學畢業生，比如斯坦福大學，還有50、60歲的員工，像我就是。在這裏安家會是他們的首選。現在就有很多員工選擇騎自行車去上班，我們也有公共交通系統，20輛燒生物燃料的班車，是目前最環保的車。這20輛班車目前正在舊金山和聖克魯茲之間來回運行。這些都能讓Cupertino受益。給Cupertino帶來穩定的稅收，優秀的人才，這些人收入頗豐，他們多半還會選擇定居此地（拉動消費），當然，還有大片的數目和景觀咯。

Sure. Those are great things. Thank you be more specific. Do we get free Wi-Fi or something like that?

謝謝，確實很贊。我還想知道蘋果是否可以提供一些免費得服務，比如WIFI？

Well, see I'm always I’m a simpleton. I've always had the view that we pay taxes and the city should do those things. Now, if we can get out of paying taxes, I'd be glad to put up Wi-Fi.

我是個直腸子，我認爲既然我們交稅了政府就改提供這些服務。如果你給我們免稅，我們就提供免費得WI-FI。

Wish you use our sales tax, part of that to provide iPad of something to our residence and then get a free Wi-Fi.

那給你免掉一些銷售稅，爲市民免費提供iPad和Wi-Fi。

　　Yeah, I think we bring a lot more than free Wi-Fi and so.

我相信我們創造的價值比免費得Wi-Fi多得多。

Totally agree, well, thank you so much.

完全同意，非常感謝。

Sure.

不客氣。

Council member Mahoney?

Mahoney議員有問題麼？

Yeah, so, first of all, it was interesting, you throwback to HP. As 35-year HP employee, most of it on the Cupertino campus in those buildings there, obviously felt sorry when I heard that they were consolidating moving. But now that we've seen your plans, you know, the words spectacular would be an understatement, and I think that everybody is gonna appreciate what's clearly is gonna be the most elegant headquarters, you know, at least in the US that I've seen. So we definitely appreciate that the work is gone into it and look forward to working with you moving through the process.

你回首了惠普的往事，讓我深有感觸。我在惠普工作過35年，一直呆在惠普位於Cupertino的園區裏，所以惠普離開Cupertino，我很捨不得。現在看到你的藍圖，我是心馳神往啊。大家都覺得這裏就像是美麗的潘多拉星球，至少是美國的潘多拉。你們選擇了Cupertino，我們非常榮幸，也會盡最大的努力幫助你們。

Thank you. I think we do have a shot of building the best office building in the world. And I really do think architecture students will come here to see this. I think it could be that good.

十分感謝，我們的建築沒準真會成爲全球最好的辦公樓。到時候各大建築院校的學生都會過來“膜拜”，我還是挺有信心的。Thank you, council member Wang. I think she stole my question to ask you when did you break grounds so she can start collecting those. Next year, sales tax dollars from you. Exactly, exactly, exactly, but you know, when Chris and I met Mr. Jobs, you know, I found a little bit more about him is that actually he's a hometown boy graduated from Cupertino Middle school where my daughter is going, Homestead High School. So, Mr. Jobs is very well familiar with the City of Cuperino. So, we're very fortunate that you founded here in Cuperino. You started to expand here in Cupertino. There're many choices across the country and I'm sure that many governors and many mayors said please come to us, but you decided to stay here and I think it's because Cupertino is such and innovative place, a diverse place, and education-wise that we have such wonderful schools here some other students on how they got awarded in our school that are doing so well. One thing that I wanna ask you is to keep in mind is giving back to the community and one thing that we would love to do. I'm sure that our staff will talk about is that we don't like going to Valley or Los Gatos for an Apple store. We would love to have an Apple store here Cupertino. And I can assure you, I even have, you know, my iPad 2 here, which I love, you know, so cooperate with me, but you know, it's a wonderful technology and my 11-year-old girl just loves this iPad2.

謝謝王委員。我想她關心開工時間，是等着明年徵你們的稅呢。算起來，喬總是我老鄉，和我女兒是校友。所以他對Cupertino非常熟悉，他把蘋果種在這裏，讓它生根發芽。你本來可以去別的地方種蘋果，而且我肯定別的城市也企圖誘拐蘋果，但是你最終決定留下，因爲你覺得應該與Cupertino的創新和多元化不無關係。而且我們有很好的學校，咱們這兒的學生也個個出類拔萃，我只簡單提點期望，希望你們回饋社會，爲社區做點貢獻，我們將感激不盡。Cupertino居然沒有蘋果專賣店，我和我的同事們不得不去Valley或Los Gatos去買蘋果，我們非常希望有蘋果專賣店在Cupertino。你敢開，我就敢買，看看我手頭的iPad2我的心頭肉啊，iPad2是個好iPad, 我11歲的閨女都愛不釋手。

Good. Yeah. The problem with putting an Apple store in Cupertino is just isn't the traffic. So I'm afraid it might not be successful. If we thought it would be successful, we'd love to.
在Cupertino開蘋果店估計行不通，雖然離得近，但我覺得運營效果不會很理想，如果能成功，我們會不開嗎？

We'll help you make it successful. Again, thank you very much for coming with me. I'm sure that you guys are very lucky to hear this very historical moment that, you know, you hear about 5 years ago, was it Chris? That you made the announcement you bought the 55 acres then you bought another 100 acres from HP. And Apple is truly the technology of innovation and our city staff and city council looks very forward to working with you and helping you succeed here in our community.

放心，我們會幫助你成功的。再一次感謝喬總，在座的各位你們有幸見證了這歷史性的時刻。5年前喬總宣佈買下收了155英畝地，5年後這塊地將變成蘋果園，激動吖。論創新技術，蘋果確實沒得說，我們這幫人很樂意幫你在Cupertino取得成功。

Thank you very much.

非常感謝。

　　Let's give a big round of applause for Mr. Steve Jobs. Thank you.
給喬總來點掌聲。感謝。

喬布斯生平

史蒂夫 喬布斯(Steve Paul Jobs)，出生於1955年2月24日。1972年高中畢業後，在俄勒岡州波特蘭市的裏德學院只念了一學期的書；1974年喬布斯在一家公司找到設計電腦遊戲的工作。兩年後，時年21歲的喬布斯和26歲的沃茲尼艾克在喬布斯家的車庫裏成立了蘋果電腦公司。

喬布斯被認爲是計算機業界與娛樂業界的標誌性人物，同時人們也把他視作麥金塔計算機、iPad 、iPod、iTunes Store、iPhone等知名數字產品的締造者。

喬布斯同時也是前Pixar動畫公司的董事長及行政總裁(Pixar已在2006年被迪士尼收購)，這間公司如今已成爲暢銷動畫電影《玩具總動員》和《蟲蟲危機》的製作廠商喬布斯還是迪士尼公司的董事會成員和最大個人股東。

了不起了不起。

Yeah, thank you. Council member Chang?

謝謝。張議員？

Yeah, Mr. Jobs, thank you very much for coming. We met the city manager and I met Mr. Cook, and Mr. Miner, and also Terri on your campus, uh, and see the concept. It's very good one. I do have question about at the time they mentioned about the current infinite loop will remain the same. The employee will stay there, right?

喬總，歡迎你。我和同事去參觀過你們的園區。看到了你們的設想，確實很贊。聽說新園區建成後現有的大樓會保留，員工也會留在那裏，是嗎？

Yeah, we need both to hold everybody.

對，兩出都要，一個都不能少。

So now host about 8000 to 9000 people.

這麼說老樓圈了8000—9000名員工？

No no, about 2600.

沒那麼多，就2600人。

2600 okay. And then this one will hold 13,000?

這樣子啊，新的園區大樓將容納13000人？

12,000. That's our current.

12000.

Alright. And then my concern is last time I forgot to ask Terri about the safety issue. Because you know you have only one building and have so many people there. So all the safety will be put into consideration like fire and everything.

我比較關心這麼多人的安全問題，因爲你想啊，這麼多人在一棟樓裏，發生個火災什麼的，如何保障他們的安全

Oh, of course. We spend a ton of time identifying and hiring who we think are best people in the world and doing what we do. The last thing we want is for anybody to get hurt. Okay, yeah, of course, we're gonna. I mean the whole building has to be designed with pretty precise requirements for safety. But we'll do beyond those.

我們考慮過這個問題，我們物色最頂級的建築團隊，絕對不想看到任何人受傷。絕對不！設計製造的整個過程都要高標準嚴要求，不求最好，但求更好。

Sure, and then the second question is because the increase of the employment, the resident is concerned also about the traffic. So, do you have any plan to deviate the traffic?

好的，第二個問題，隨着員工的增長，堵車在所難免，那要怎麼辦呢？

Well, we're not increasing the employment by much .

我們沒有那麼大的招聘計劃。

You're not?

沒有嗎？

No.

沒有。

Okay.

好吧。

It's by like 20%. So we're not increasing it by much.

最多增長個20%，不會堵車的。

Also, I know you care about the air quality. I understand that you will not allow any employee smoking inside the building, right?

還有，我知道你很在乎空氣質量，辦公樓內全面禁菸。

Correct. Both my parents died of lung cancer from smoking. So I'm little sensitive on that topic.

是的，我的父母都是因吸菸引起肺癌去世的。所以你懂的，我反感吸菸。

Sure, so, just want to let you be aware. I don't know if you're aware that there's a cement plant nearby with air pollution to this area. Are you concerned about that? Are you aware of that?

你知道這附近有一家水泥廠麼？工廠會對空氣造成污染，你清楚嗎？

What is that?

那是什麼？

The cement plant is polluting the air in the entire area.

水泥廠污染環境。

The cement plant. That's the Kaise?

你說的是Kaise吧？

Yeah, 24001 Stevens Creek.

正式Stevens Creek路24001號。

I grew up about 5 blocks away from that, or 6 blocks away. So, I'm pretty familiar with the Kaiser plant. Okay, and yeah,I think it would be great of the Kaise plant wasn't there, but you know, they bought the land fair and square. So, probably they are not going anywhere. But if you kick Kaiser out, I wouldn't cry.

我從小在這長大， 所以他們的情況我很清楚。當然，沒它更好。可畢竟是人家的地盤，又不能強拆，所以我忍。當然，如果你找城管把它拆了，我絕對擁護。

Alright, thank you.

好的，謝謝。

Thank you, council member Chang. Council member Wang, you have a very quick question right?

謝謝張議員。王委員，再來一個。

Yeah, very quick question. Steve, can you give us estimate timeline on when you plan to submit the plan and when you're gonna do the ground breaking and when we can see the raw building.

你能告訴我們大概的工期麼？比如什麼時候開工？什麼時候完工？

Yeah, well, I ask that question a lot of our people too. We wanna submit plans fairly quickly. We wanna break ground next year and we wanna move in 2015.

我也常問這個問題。我希望越早越好，明年開工，2015年能搬進去?

2014？Okay, alright, very good. Thank you so much and we're really honored to have you to be here. I know it's not easy to get you here. And I think that your technology is really making everybody proud and you're putting Cupertino in together with Apple. Now, we're really proud of it. 2015？

好的，非常感謝喬總的到場，我們非常榮幸你今天能來，我們知道很難請得到您來這裏。我認爲你的技術令我們每一個人都非常地驕傲，你把Cupertino和蘋果放在了一起，令我們真的很自豪。

Well, thanks. We're proud to be in Cupertino too.

謝謝，我們也爲Cupertino驕傲。