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How do you find talented people? Do you have a special way?
苹果怎样寻找人才？有没有什么特殊渠道？
When I hire somebody really senior，competence is the ante.
我要招一个高级员工的时候， 能力是我所看重的。
They have to be really smart.
他们必须够聪明。
But the real issue for me is, are they going to fall in love with Apple?
但对我来说，问题则在于：他们是否会爱上苹果？
Because if they fall in love with Apple,
因为如果会，
everything else will take care of itself.
那么其他所有事情就会迎刃而解。
They’ll want to do what’s best for Apple,
他们的工作会以苹果的最大利益为出发点，
not what’s best for them, what’s best for Steve, or anybody else.
而非个人利益、史蒂夫的利益或者其他某个人的利益。
Recruiting is hard.
招聘绝非易事，
It’s just finding the needles in the haystack.
就像是大海捞针一般。
We do it ourselves and we spend a lot of time at it.
我们自己去招聘，我们在这方面花费了大量的精力。
I’ve participated in the hiring of maybe 5,000-plus people in my life.
我一生中面试过超过5000人。
So I take it very seriously.
我对待此事的态度非常严肃。
You can't know enough in a one-hour interview.
你无法在一个小时的面试里了解足够多的信息。
So, in the end, it’s ultimately based on your gut.
所以最后，你只能凭借直觉做出选择。
How do I feel about this person?
我对这人的感觉是怎样的？
What are they like when they’re challenged? Why are they here?
他们面临挑战时，会是什么样的呢？他们为什么会在这里？
I ask everybody that: “Why are you here?”
我问所有人：“你为什么来这里？”
The answers themselves are not what you’ re looking for.
答案本身并不是你想要的东西。
It’s the metadata.
这只是元数据。
So far, Apple TV’s failing, what do you think of this?
目前为止，Apple TV做得并不成功，你怎么看？
Here’s how I look at it.
我来说说我的看法。
Everybody’s tried to make a great product for the living room.
每个人都曾经尝试过为客厅开发一个了不起的产品。
Microsoft’s tried, we’ve tried, everybody’s tried.
微软试过了，我们也试过了——每个人都试过了。
And everybody’s failed.
但每个人也失败了。
We failed, so far.
我们目前也失败了。
So there’s a whole bunch of people that have tried, and every single one of us,including us.
有很多人都在尝试，然后所有人都以失败告终，包括我们。
And that’s why I call it a hobby.
这就是为什么我将其称作一项“爱好”。
It’s not a business yet, it’s a hobby.
它还不可以称作一门生意，它只是一个爱好。
We’ve come out with our second try 一“Apple TV, Take 2” is what we call it internally.
我们已经作了第二次尝试——“Apple TV, Take 2”是我们在公司内部的称呼。
We realized that the first product we did was about helping you view the content of whatever you had in iTunes on your Mac or PC,
我们意识到，我们的第一款产品只是在帮助你从Mac或电脑上的iTunes中取得内容，
and wireless sending it to your widescreen TV.
并且通过无线网络发送到宽屏幕的电视。
Well, it turns out that’s not what people really wanted to do.
嗯，事实证明这并不是人们想要的。
I mean, yeah, it’s nice to see your photos up on the big screen.
我的意思是，没错，
That’s frosting on the cake, but it’s not the cake.
能在大屏幕上看到你的照片也不错一但那是蛋糕上面的糖霜而不是蛋糕。
What everybody really wanted, it turned out, was movies.
事实证明，人们真正需要的是电影。
So we began the process of talking to Hollywood studios
所以我们开始和好莱坞制片商进行对话，
and were able to get all the major studios to license their movies for rental.
并且尽可能地取得所有好莱坞大片的租赁授权。
And we only have about 600 movies so far ingested on iTunes,
现在iTunes里面只能找到大约600部电影，
but we’ll have thousands later this year.
但是在今年晚些时候，我们就会有上千的选择。
We lowered the price to $229. And we’ll see how it does.
我们把价格降到了299美元，准备看看效果如何。
Will this resonate and be something that you just can’t live without and love?
至于这会不会引发你的共鸣，并且成为你愿意与之共度余生的钟情之物？
We’ll see,I think it’s got a shot.
等着瞧吧，我看行。
Does the economic downturn has any influence on Apple?
经济衰退期会对苹果造成影响吗？
How do you manage through this period?
在这个时期如何管理？
We've had one of these before, when the dot-com bubble burst.
我们之前已经经历过了一次， 就是在dot.com泡沫破灭的时候。
What I told our company was that we were just going to invest our way through the downturn,
我告诉公司的是，我们会在经济衰退期里继续坚持自己的投资思路。
that we weren’t going to lay off people,
我们不会裁员，
that we’d taken a tremendous amount of effort to get them into Apple in the first place
我们会付出巨大的努力将员工放在苹果各项工作的首位，
—the last thing we were going to do is lay them off.
最后一步才是裁员。
And we were going to keep funding.
而且我们还将持续拨款。
In fact we were going to up our R&D budget
实际上，我们当时计划调高研发预算，
so that we would be ahead of our competitors when the downturn was over.
这样在度过经济衰退期之后，我们才可以领先于竞争对手。
And that’s exactly what we did.
我们确实这样做了.
And it worked.
而且行之有效。
And that’s exactly what we’ll do this time.
这次我们还会这样做的。
