史蒂夫乔布斯 精彩演讲集锦

10月6日早间消息，据国外媒体报道，苹果公司对外宣布前CEO史蒂夫 乔布斯辞世，享年56岁。

We're here to put a dent in the universe.（活着就是为了改变世界。）

史蒂夫 乔布斯，这位苹果前CEO用他的成就和人格魅力影响了一代人和整个世界，他对创新和创造一直抱有无限的热情。同时，他的这种才华和热情也在他的演讲中得以淋漓精致的发挥和体现。今天，就让我们来回顾三场史蒂夫 乔布斯的精彩演讲，一起来缅怀这位科技巨星的昔日风采。

一 WWDC 1997 乔布斯演讲

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.

乔布斯在70分钟的演讲中，用问答的方式谈及了很多科技远见，管理方式，经营理念。当时他刚回到苹果，还未担任苹果CEO。

16 brilliant Insights from Steve Jobs Keynote Circa 1997　
史蒂夫 乔布斯提出的16条见解

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 年斯坦福大学毕业典礼演讲

You've got to find what you love
　你必须要找到你所爱的东西

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.

我今天很荣幸能和你们一起参加毕业典礼，斯坦福大学是世界上最好的大学之一。我从来没有从大学中毕业。说实话,今天也许是在我的生命中离大学毕业最近的一天了。今天我想向你们讲述我生活中的三个故事。不是什么大不了的事情,只是三个故事而已。

The first story is about connecting the dots.

第一个故事是关于如何把生命中的点点滴滴串连起来。

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大学读了六个月之后就退学了,但是在十八个月以后——我真正的做出退学决定之前,我还经常去学校。我为什么要退学呢？

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.

故事从我出生的时候讲起。我的亲生母亲是一个年轻的,没有结婚的大学毕业生。她决定让别人收养我, 她十分想让我被大学毕业生收养。所以在我出生的时候，她已经做好了一切的准备工作，能使得我被一个律师和他的妻子所收养。但是她没有料到,当我出生之后,律师夫妇突然决定他们想要一个女孩。所以我的生养父母（他们还在我亲生父母的观察名单上）突然在半夜接到了一个电话:“我们现在这儿有一个不小心生出来的男婴,你们想要他吗？”他们回答道:“当然！”但是我亲生母亲随后发现，我的养母从来没有上过大学,我的父亲甚至从没有读过高中。她拒绝签这个收养合同。只是在几个月以后,我的父母答应她一定要让我上大学,那个时候她才同意。

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.

在十七岁那年,我真的上了大学。但是我很愚蠢的选择了一个几乎和你们斯坦福大学一样贵的学校, 我父母还处于蓝领阶层，他们几乎把所有积蓄都花在了我的学费上面。在六个月后, 我已经看不到其中的价值所在。我不知道我想要在生命中做什么,我也不知道大学能帮助我找到怎样的答案。但是在这里，我几乎花光了我父母这一辈子的所有积蓄。所以我决定要退学,我觉得这是个正确的决定。不能否认,我当时确实非常的害怕, 但是现在回头看看,那的确是我这一生中最棒的一个决定。在我做出退学决定的那一刻, 我终于可以不必去读那些令我提不起丝毫兴趣的课程了。然后我还可以去修那些看起来有点意思的课程。

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:

但是这并不是那么罗曼蒂克。我失去了我的宿舍,所以我只能在朋友房间的地板上面睡觉,我去捡5美分的可乐瓶子，仅仅为了填饱肚子, 在星期天的晚上,我需要走七英里的路程，穿过这个城市到Hare Krishna寺庙,只是为了能吃上饭——这个星期唯一一顿好一点的饭。但是我喜欢这样。我跟着我的直觉和好奇心走, 遇到的很多东西,此后被证明是无价之宝。让我给你们举一个例子吧：

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大学在那时提供也许是全美最好的美术字课程。在这个大学里面的每个海报, 每个抽屉的标签上面全都是漂亮的美术字。因为我退学了, 没有受到正规的训练, 所以我决定去参加这个课程，去学学怎样写出漂亮的美术字。我学到了san serif 和serif字体, 我学会了怎么样在不同的字母组合之中改变空格的长度, 还有怎么样才能做出最棒的印刷式样。那是一种科学永远不能捕捉到的、美丽的、真实的艺术精妙, 我发现那实在是太美妙了。

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.

当时看起来这些东西在我的生命中，好像都没有什么实际应用的可能。但是十年之后,当我们在设计第一台Macintosh电脑的时候,就不是那样了。我把当时我学的那些家伙全都设计进了Mac。那是第一台使用了漂亮的印刷字体的电脑。如果我当时没有退学, 就不会有机会去参加这个我感兴趣的美术字课程, Mac就不会有这么多丰富的字体，以及赏心悦目的字体间距。那么现在个人电脑就不会有现在这么美妙的字型了。当然我在大学的时候，还不可能把从前的点点滴滴串连起来,但是当我十年后回顾这一切的时候,真的豁然开朗了。

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.

再次说明的是,你在向前展望的时候不可能将这些片断串连起来；你只能在回顾的时候将点点滴滴串连起来。所以你必须相信这些片断会在你未来的某一天串连起来。你必须要相信某些东西：你的勇气、目的、生命、因果。因为只有你相信这些点是存在关系的，你才能自信地踏上那条你梦寐以求的路，这条路可能带领你偏离主流价值观，而也正因此，人生可能真的与众不同。My second story is about love and loss.

我的第二个故事是关于爱和失去的。

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.

我非常幸运, 因为我在很早的时候就找到了我钟爱的东西。Woz和我在二十岁的时候就在父母的车库里面开创了苹果公司。我们工作得很努力, 十年之后, 这个公司从那两个车库中的穷光蛋发展到了超过四千名的雇员、价值超过二十亿的大公司。在公司成立的第九年,我们刚刚发布了最好的产品,那就是Macintosh。我也快要到三十岁了。在那一年, 我被炒了鱿鱼。你怎么可能被你自己创立的公司炒了鱿鱼呢? 嗯,在苹果快速成长的时候，我们雇用了一个很有天分的家伙和我一起管理这个公司, 在最初的几年,公司运转的很好。但是后来我们对未来的看法发生了分歧, 最终我们吵了起来。当争吵不可开交的时候, 董事会站在了他的那一边。所以在三十岁的时候, 我被炒了。在这么多人的眼皮下我被炒了。在而立之年，我生命的全部支柱离自己远去, 这真是毁灭性的打击。

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.

在最初的几个月里，我真是不知道该做些什么。我把从前的创业激情给丢了, 我觉得自己让与我一同创业的人都很沮丧。我和David Pack和Bob Boyce见面，并试图向他们道歉。我把事情弄得糟糕透顶了。但是我渐渐发现了曙光, 我仍然喜爱我从事的这些东西。苹果公司发生的这些事情丝毫的没有改变这些, 一点也没有。我被驱逐了,但是我仍然钟爱它。所以我决定从头再来。

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.

我当时没有觉察, 但是事后证明, 从苹果公司被炒是我这辈子发生的最棒的事情。因为，作为一个成功者的沉重感被作为一个创业者的轻松感觉代替: 对任何事情都不再那么确定。这让我觉得如此自由, 进入了我生命中最有创造力的一个阶段。

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.

在接下来的五年里, 我创立了一个名叫NeXT的公司, 还有一个叫Pixar的公司, 然后和一个后来成为我妻子的优雅女人相识。Pixar 制作了世界上第一个用电脑制作的动画电影——“”玩具总动员”,Pixar现在也是世界上最成功的电脑制作工作室。在后来的一系列运转中,Apple收购了NeXT, 然后我又回到了Apple公司。我们在NeXT发展的技术在Apple的复兴之中发挥了关键的作用。我还和Laurence 一起建立了一个幸福的家庭。

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开除的话, 这其中一件事情也不会发生的。这个良药的味道实在是太苦了,但是我想病人需要这个药。有些时候, 生活会拿起一块砖头向你的脑袋上猛拍一下。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无比钟爱。你需要去找到你所爱的东西。对于工作是如此, 对于你的爱人也是如此。你的工作将会占据生活中很大的一部分。你只有相信自己所做的是伟大的工作, 你才能怡然自得。如果你现在还没有找到, 那么继续找、不要停下来、全心全意的去找, 当你找到的时候你就会知道的。就像任何真诚的关系, 随着岁月的流逝只会越来越紧密。所以继续找，直到你找到它，不要停下来！My third story is about death.

我的第三个故事是关于死亡的。

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.

当我十七岁的时候, 我读到了一句话:“如果你把每一天都当作生命中最后一天去生活的话,那么有一天你会发现你是正确的。”这句话给我留下了深刻的印象。从那时开始,过了33年,我在每天早晨都会对着镜子问自己:“如果今天是我生命中的最后一天, 你会不会想要完成你今天要做的事情呢？”当答案连续很多天都是“不是”的时候, 我知道自己需要改变某些事情了。

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.

“记住你即将死去”是我一生中遇到的最重要箴言。它帮我指明了生命中重要的选择。因为几乎所有的事情, 包括所有的荣誉、所有的骄傲、所有对难堪和失败的恐惧,这些在死亡面前都会消失。我看到的是留下的真正重要的东西。你有时候会思考你将会失去某些东西,“记住你即将死去”是我知道的避免这些想法的最好办法。你已经赤身裸体了, 你没有理由不去听从你内心的召唤。

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, 我被诊断出癌症。我在早晨七点半做了一个检查, 检查清楚的显示在我的胰腺有一个肿瘤。我当时都不知道胰腺是什么东西。医生告诉我那很可能是一种无法治愈的癌症, 我还有三到六个月的时间活在这个世界上。我的医生叫我回家, 然后整理好我的一切, 那就是医生准备死亡的程序。那意味着你将要把未来十年对你小孩说的话在几个月里面说完.；那意味着把每件事情都搞定, 让你的家人会尽可能轻松的生活；那意味着你要说“再见了”。

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.

我整天和那个诊断书一起生活。后来有一天早上我作了一个活切片检查，医生将一个内窥镜从我的喉咙伸进去,通过我的胃, 然后进入我的肠子, 用一根针在我的胰腺上的肿瘤上取了几个细胞。我当时很镇静,因为我被注射了镇定剂。但是我的妻子在那里, 后来告诉我，当医生在显微镜地下观察这些细胞的时候他们开始尖叫, 因为这些细胞最后竟然是一种非常罕见的可以用手术治愈的胰腺癌症。我做了这个手术, 现在我痊愈了。

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时候, 我还希望这也是以后的几十年最接近的一次。从死亡线上又活了过来, 死亡对我来说，只是一个有用但是纯粹是知识上的概念的时候，我可以更肯定一点地对你们说：

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.

没有人愿意死, 即使人们想上天堂, 人们也不会为了去那里而死。但是死亡是我们每个人共同的终点。从来没有人能够逃脱它。也应该如此。因为死亡就是生命中最好的一个发明。它将旧的清除以便给新的让路。你们现在是新的, 但是从现在开始不久以后, 你们将会逐渐的变成旧的然后被清除。我很抱歉这很戏剧性, 但是这十分的真实。

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.

你们的时间很有限, 所以不要将他们浪费在重复其他人的生活上。不要被教条束缚,那意味着你和其他人思考的结果一起生活。不要被其他人喧嚣的观点掩盖你真正的内心的声音。还有最重要的是, 你要有勇气去听从你直觉和心灵的指示——它们在某种程度上知道你想要成为什么样子，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.

当我年轻的时候, 有一本叫做“整个地球的目录”振聋发聩的杂志，它是我们那一代人的圣经之一。它是一个叫Stewart Brand的家伙在离这里不远的Menlo Park书写的, 他象诗一般神奇地将这本书带到了这个世界。那是六十年代后期, 在个人电脑出现之前, 所以这本书全部是用打字机,、剪刀还有偏光镜制造的。有点像用软皮包装的Google, 在Google出现三十五年之前：这是理想主义的， 其中有许多灵巧的工具和伟大的想法。

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和他的伙伴出版了几期的“整个地球的目录”,当它完成了自己使命的时候, 他们做出了最后一期的目录。那是在七十年代的中期, 你们的时代。在最后一期的封底上是清晨乡村公路的照片（如果你有冒险精神的话，你可以自己找到这条路的），在照片之下有这样一段话：“保持饥饿,保持愚蠢。”这是他们停止了发刊的告别语。“保持饥饿,保持愚蠢。”我总是希望自己能够那样,现在, 在你们即将毕业，开始新的旅程的时候, 我也希望你们能这样：

Stay Hungry. Stay Foolish.

保持饥饿，保持愚蠢。

Thank you all very much.

非常感谢你们。三 2011.6.7乔布斯谈苹果新园区发展蓝图（乔布斯辞职前最后一次公开演讲）

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?

苹果如今变得炙手可热Cupertino也沾光不少，今晚我们荣幸地邀请到乔布斯莅临现场。乔总？

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

欢迎你，这里貌似都是你的粉丝。

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.

谢谢大家。苹果如雨后春笋般快速发展着，而Cupertino一直是我们钟爱的土壤。从开始的工业园到现在的办公大楼280号公路尽头的拐弯处，这几栋楼能容纳2600到2800名员工。可实际上我们的员工数量超过了12000。不得已只能租些差劲的写字楼给员工办公。所以我想把大家转移到离现有园区不远的一片区域。我们将用新的园区来扩充办公面积。现有园区也会继续保留，新园区还在Cupertino，因为这里对我具有意义。从小我就是惠普创始人Hewlett和Packard的粉丝。Hewlett住在Palo Alto，13岁那年我给他打了个电话，年头所有的电话号码都印在大部头里，不好意思，暴露了我的年龄。我问他是否能送我些零件做频率计数器。他不仅答应了，还给了我一份工作。惠普的暑期实习，就在Santa Clara 280号公路旁边，我被分在计频器部门，简直像去了天堂。就在这个时候，惠普在Prune ridge买了块地，并在那里设立了计算机系统部。惠普最近并不景气，有意出售这块不动产，我们就买了下来。顺便还买下了来原来的一片杏园，总面积有150英亩了。我想在哪儿建个新园区，继续留在Cupertino。我们请来最优秀的设计师，希望设计一栋能容纳12000人的大楼。一栋楼装12000人，是不是跟中国的学生宿舍一样不可思议？你们看过一些工业园区空间拥挤、设计单调，我们希望改变这一切。给大家看看园区蓝图，看得见么？苹果总部就在这里280号公路和D' Anza十字路口的交汇处。

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

乔总，你可以用演示器，我们这儿也是有高科技的。

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.

我们买下这块地，本来还想买这初拐角，可对方不卖，我们又不能强拆，所以只得放弃。我们打算在园区里建一栋楼，容纳12000人。听起来很炫，看起来更炫。华丽吧！像不像太空飞船？中间还有个大院子，还不止呢。让我们凑近了看，办公室的外观是个圆环。体形优美，造价不菲，所有的玻璃都是弧形的线条。我们建造苹果零售店的经验派上用场了。硕大的弧形玻璃难不倒我们。让玻璃墙绕场一周。是不是很酷。目前整个园区只有20%的绿化，浪费了不少地方。我们向来一次乾坤大挪移。把停车场统统发配到地下，让绿化面积从20%暴增到80%。目的不言而喻，我们可不想像别的园区那样被人诟病。目前园区里有3800棵树，未来会翻一倍。我们聘请斯坦福的园林设计师来设计园区。除了杏树，还会种其他植物。这是建成后的样子。这是我们的主楼，设有地下停车场。可惜地下停车场不够用，所以我们另设了一处停车点。新办公楼是一座四层圆形建筑，中间有一个大庭院。摩天大厦我不感冒，我喜欢矮建筑。保持和Cupertino现有建筑的高度一致。我们的工作要对着电脑一刻不停的写程序，所以正常的工作离不开能源中心。要是没电，大家只能回家洗了睡。所以需要后备电源，能源中心将用天然气或其他绿色能源发电。我们希望将其作为主要的电力来源，把国家电网用作后备电源。这里将修建一个大礼堂，我们就不用像昨天那样跑到旧金山去开会了。这里是健身中心和研发大楼，这个地方专门用来做测试，里面木有员工。这就是我们的设想。苹果现有12000员工，但可能增加到13000人。将来这里可以多容纳40%的员工，增加20%的使用面积，这样总面积大道了310万平方英尺。绿化面积增长350%，这个就厉害啦，植树量增长60%，地上停车面积减少90%。你会自上这片土地的，这比一滴沥青给力多了。建筑占地面积将减少30%。减少建筑面积。这样有更多的空间留给想象力去发挥。这里是间咖啡厅，这个可以有，你懂的。它能容纳3000人同时就餐。足足有12000名员工在此贡献智慧，所以我们需要那么大的容量。我的介绍到此为止，有什么问题吗？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？

谢谢你的演讲，很高兴苹果能在Cupertino安家。现在都有印有“苹果飞船”的T恤卖了。看看印花，亮点是这飞船的登陆地就在Cupertino。各位参议员同僚有什么要问的吗？王议员？

Hi, Steve.

乔总，您好

Hi.

您好

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

貌似大家都比较关心民众能从新园区中受益吗？

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.

我们是Cupertino的纳税大户，你懂得，我们很高兴能留下来继续缴税，这点最重要。如果新园区项目流产，我们不得不另栖他处，比如Mountain View.。我们只有带着员工离开，把地卖掉。我想Cupertino不会希望缴税大户离开

No of course not.

当然不想了。

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.

我们也不想，所以这是第一条。此外，我们雇佣了很多优秀人才，各个年龄阶段的人都有。我雇了很多大学毕业生，比如斯坦福大学，还有50、60岁的员工，像我就是。在这里安家会是他们的首选。现在就有很多员工选择骑自行车去上班，我们也有公共交通系统，20辆烧生物燃料的班车，是目前最环保的车。这20辆班车目前正在旧金山和圣克鲁兹之间来回运行。这些都能让Cupertino受益。给Cupertino带来稳定的税收，优秀的人才，这些人收入颇丰，他们多半还会选择定居此地（拉动消费），当然，还有大片的数目和景观咯。

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

谢谢，确实很赞。我还想知道苹果是否可以提供一些免费得服务，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.

我是个直肠子，我认为既然我们交税了政府就改提供这些服务。如果你给我们免税，我们就提供免费得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.

那给你免掉一些销售税，为市民免费提供iPad和Wi-Fi。

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

我相信我们创造的价值比免费得Wi-Fi多得多。

Totally agree, well, thank you so much.

完全同意，非常感谢。

Sure.

不客气。

Council member Mahoney?

Mahoney议员有问题么？

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，让我深有感触。我在惠普工作过35年，一直呆在惠普位于Cupertino的园区里，所以惠普离开Cupertino，我很舍不得。现在看到你的蓝图，我是心驰神往啊。大家都觉得这里就像是美丽的潘多拉星球，至少是美国的潘多拉。你们选择了Cupertino，我们非常荣幸，也会尽最大的努力帮助你们。

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.

十分感谢，我们的建筑没准真会成为全球最好的办公楼。到时候各大建筑院校的学生都会过来“膜拜”，我还是挺有信心的。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.

谢谢王委员。我想她关心开工时间，是等着明年征你们的税呢。算起来，乔总是我老乡，和我女儿是校友。所以他对Cupertino非常熟悉，他把苹果种在这里，让它生根发芽。你本来可以去别的地方种苹果，而且我肯定别的城市也企图诱拐苹果，但是你最终决定留下，因为你觉得应该与Cupertino的创新和多元化不无关系。而且我们有很好的学校，咱们这儿的学生也个个出类拔萃，我只简单提点期望，希望你们回馈社会，为社区做点贡献，我们将感激不尽。Cupertino居然没有苹果专卖店，我和我的同事们不得不去Valley或Los Gatos去买苹果，我们非常希望有苹果专卖店在Cupertino。你敢开，我就敢买，看看我手头的iPad2我的心头肉啊，iPad2是个好iPad, 我11岁的闺女都爱不释手。

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开苹果店估计行不通，虽然离得近，但我觉得运营效果不会很理想，如果能成功，我们会不开吗？

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，我们会帮助你成功的。再一次感谢乔总，在座的各位你们有幸见证了这历史性的时刻。5年前乔总宣布买下收了155英亩地，5年后这块地将变成苹果园，激动吖。论创新技术，苹果确实没得说，我们这帮人很乐意帮你在Cupertino取得成功。

Thank you very much.

非常感谢。

　　Let's give a big round of applause for Mr. Steve Jobs. Thank you.
给乔总来点掌声。感谢。

乔布斯生平

史蒂夫 乔布斯(Steve Paul Jobs)，出生于1955年2月24日。1972年高中毕业后，在俄勒冈州波特兰市的里德学院只念了一学期的书；1974年乔布斯在一家公司找到设计电脑游戏的工作。两年后，时年21岁的乔布斯和26岁的沃兹尼艾克在乔布斯家的车库里成立了苹果电脑公司。

乔布斯被认为是计算机业界与娱乐业界的标志性人物，同时人们也把他视作麦金塔计算机、iPad 、iPod、iTunes Store、iPhone等知名数字产品的缔造者。

乔布斯同时也是前Pixar动画公司的董事长及行政总裁(Pixar已在2006年被迪士尼收购)，这间公司如今已成为畅销动画电影《玩具总动员》和《虫虫危机》的制作厂商乔布斯还是迪士尼公司的董事会成员和最大个人股东。

了不起了不起。

Yeah, thank you. Council member Chang?

谢谢。张议员？

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?

乔总，欢迎你。我和同事去参观过你们的园区。看到了你们的设想，确实很赞。听说新园区建成后现有的大楼会保留，员工也会留在那里，是吗？

Yeah, we need both to hold everybody.

对，两出都要，一个都不能少。

So now host about 8000 to 9000 people.

这么说老楼圈了8000—9000名员工？

No no, about 2600.

没那么多，就2600人。

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

这样子啊，新的园区大楼将容纳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.

我比较关心这么多人的安全问题，因为你想啊，这么多人在一栋楼里，发生个火灾什么的，如何保障他们的安全

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.

我们考虑过这个问题，我们物色最顶级的建筑团队，绝对不想看到任何人受伤。绝对不！设计制造的整个过程都要高标准严要求，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，第二个问题，随着员工的增长，堵车在所难免，那要怎么办呢？

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

我们没有那么大的招聘计划。

You're not?

没有吗？

No.

没有。

Okay.

好吧。

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

最多增长个20%，不会堵车的。

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

还有，我知道你很在乎空气质量，办公楼内全面禁烟。

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

是的，我的父母都是因吸烟引起肺癌去世的。所以你懂的，我反感吸烟。

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?

你知道这附近有一家水泥厂么？工厂会对空气造成污染，你清楚吗？

What is that?

那是什么？

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

水泥厂污染环境。

The cement plant. That's the Kaise?

你说的是Kaise吧？

Yeah, 24001 Stevens Creek.

正式Stevens Creek路24001号。

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.

我从小在这长大， 所以他们的情况我很清楚。当然，没它更好。可毕竟是人家的地盘，又不能强拆，所以我忍。当然，如果你找城管把它拆了，我绝对拥护。

Alright, thank you.

好的，谢谢。

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

谢谢张议员。王委员，再来一个。

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.

你能告诉我们大概的工期么？比如什么时候开工？什么时候完工？

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.

我也常问这个问题。我希望越早越好，明年开工，2015年能搬进去?

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，非常感谢乔总的到场，我们非常荣幸你今天能来，我们知道很难请得到您来这里。我认为你的技术令我们每一个人都非常地骄傲，你把Cupertino和苹果放在了一起，令我们真的很自豪。

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

谢谢，我们也为Cupertino骄傲。