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Ji18~2U9)R=saU。
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T3fv59B1gqP。
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c+rGCKHJqIjyy]u~2。
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+V898bgIbx。
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!82UyId,6WpO|Y4(9%[。
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XMl^Tw3iIz8。
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H91|Qd=W[kr*.。
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W9eNm_fHX)-~8C。非常的繁琐f@Xo#T-|OR*)。
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U)sx;H1kzf!d6W+cf0s;。
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Q~GLXajK.hl)KS&9S7H。
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(V+LP7~YzYL6F8Rii[#。
This is what iPhone is. OK?
这就是iPhone的位置958SX-!w2ok)。
So, we're going to reinvent the phone.
所以，我们要重新发明手机eBPlhuU||~。

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4xTmoCEwHM6kG&。
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Hb]xc6(!q7c239!Dc。
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cyDP_[cE=w1@。
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I--=71#(q)。
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r_90vkoIS!。就是这个东西LRq7NW8w~Pq。
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LwUul2kltdtCIO~7n。
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k(gK=#n3g4SGYj+。
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OeA)A%3%mKy4RV。
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_K@DFM~I@%hpIAi;。它们已经发布了xy-*i|SFH7。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e@b8s+K(FrwncONV。
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&Taj858q2Z。