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Today, Apple is going to reinvent the phone, and here it is.
今天，苹果要重新发明手机，就是这样的。
No, actually here it is, but we're going to leave it there for now.
不，实际上它在这里，但我们先收起来不说它。
So, before we get into it, let me talk about a category of things.
所以，在我们开始之前，我先来说一说一个分类。
The most advanced phones are called smart phones, so they say.
市场上最先进的手机被称为智能手机。
And they typically combine a phone plus some e-mail capability, plus they say it's the Internet.
它们通常是结合了电话和一些电子邮件功能，还有一些互联网的功能。
It's sort of the baby Internet, into one device, and they all have these little plastic keyboards on them.
也可以说是初级互联网的功能，这些都融入到一个有着塑料键盘的设备里。
And the problem is that they're not so smart and they're not so easy to use,
但问题是，它们并不怎么智能，使用起来也不太容易，
and so if you kind of make a Business School 101 graph of the smart axis and the easy-to-use axis,
所以如果你做一个商学院101图表，一个轴是智能度，另一个轴是易于使用度，
phones, regular cell phones are right there, they're not so smart, and they're not so easy to use.
我们可以看到，一般的手机位于这个位置，它们并不是很智能，使用起来也不太容易。
But smart phones are definitely a little smarter, but they actually are harder to use. They're really complicated.
智能手机确实更智能一些，不过它们实际上更难以使用。非常的繁琐。
Just for the basic stuff people have a hard time figuring out how to use them.
仅仅是一些基本的功能，人们通常都很难弄清楚如何使用。
Well, we don't want to do either one of these things.
这两种情况都不是我们想要的。
What we want to do is make a leapfrog product that is way smarter than any mobile device has ever been, and super-easy to use.
我们想要做的是一个飞越性的产品，它比任何移动设备都要智能，而且超级容易使用。
This is what iPhone is. OK?
这就是iPhone的位置。
So, we're going to reinvent the phone.
所以，我们要重新发明手机。
Now, we're going to start with a revolutionary user interface.
接下来，我们将从一个革命性的用户界面开始。
It is the result of years of research and development, and of course, it's an interplay of hardware and software.
这是多年研究和开发的结果，当然，也是硬件和软件的完美结合。
Now, why do we need a revolutionary user interface, I mean, here's four smart phones, right?
那么，为什么我们需要一个革命性的用户界面呢，这里有四款智能手机。
Motorola Q, the BlackBerry, Palm Treo, Nokia E62 -- the usual suspects.
摩托罗拉Q、黑莓、Palm Treo、诺基亚E62--这些都是常见的机型。
And, what's wrong with their user interfaces?
它们的用户界面有什么问题？
Well, the problem with them is really sort of in the bottom 40 there. It's this stuff right there.
它们的问题就在于下面40%的位置。就是这个东西。
They all have these keyboards that are there whether or not you need them to be there.
它们的键盘一直在这里，不管你是否需要它们。
And they all have these control buttons that are fixed in plastic and are the same for every application.
而且这些控制按钮都是固定在塑料里，对于每个应用程序来说都是固定不变的。
Well, every application wants a slightly different user interface, a slightly optimized set of buttons, just for it.
每个应用程序都需要一个稍微不同的用户界面，都需要一组优化过的按钮。
And what happens if you think of a great idea six months from now?
如果六个月后你想出了一个好点子，会怎么样呢？
You can't run around and add a button to these things. They're already shipped. So what do you do?
你没办法来回地给这些东西添加一个按钮。它们已经发布了。那么你该怎么办呢？
It doesn't work because the buttons and the controls can't change.
没有用的，因为按钮和控件不能改变。
They can't change for each application, and they can't change down the road if you think of another great idea you want to add to this product.
它们不能随着应用程序的不同而改变，如果将来你想在这个产品中加入另一个好点子，它们也无法改变。
