Communication Professor Reacts to Steve Jobs iPhone 1 Speech (1) Kommunikationsprofessor reagiert auf Steve Jobs iPhone 1-Rede (1) Un profesor de comunicación reacciona al discurso de Steve Jobs sobre el iPhone 1 (1) Komunikacijos profesorius reaguoja į Steve'o Jobso "iPhone 1" kalbą (1) Hoogleraar communicatie reageert op toespraak Steve Jobs iPhone 1 (1) O professor de comunicação reage ao discurso de Steve Jobs sobre o iPhone 1 (1) Профессор коммуникации реагирует на выступление Стива Джобса на iPhone 1 (1) İletişim Profesöründen Steve Jobs'un iPhone 1 Konuşmasına Tepki (1) 传播学教授对史蒂夫·乔布斯 iPhone 1 演讲的反应 (1) 傳播學教授對史蒂夫·喬布斯 iPhone 1 演講的反應 (1)

- I've received a lot of requests for this one. - I've received a lot of requests for this one. - Bunun için çok fazla istek aldım. - 我收到了很多关于这个的请求。

I'll be giving my reaction and breakdown of the famous iPhone 1 presentation by Steve Jobs from 2007. Steve Jobs'un 2007'deki ünlü iPhone 1 sunumuna ilişkin tepkimi ve dökümünü vereceğim. 我将针对 2007 年史蒂夫·乔布斯 (Steve Jobs) 著名的 iPhone 1 演示给出我的反应和分析。

Jobs has always been a great speaker but this presentation is what made him a living legend when it came out to how to put out a new product to the world. ジョブズは常に偉大なスピーカーだったが、新製品を世に送り出す方法に関しては、このプレゼンテーションが彼を生ける伝説にした。 Jobs her zaman harika bir konuşmacı olmuştur ancak bu sunum, yeni bir ürünün dünyaya nasıl sunulacağı konusunda onu yaşayan bir efsane haline getirmiştir. 乔布斯一直是一位出色的演讲者，但这次演讲使他成为了活生生的传奇人物，讲述了如何向世界推出新产品。

His presentation became the unofficial public speaking standard that all CEOs in Silicon Valley are now measured against. His presentation became the unofficial public speaking standard that all CEOs in Silicon Valley are now measured against. 彼のプレゼンテーションは、今やシリコンバレーのすべてのCEOが評価される、非公式なパブリックスピーキングの基準となった。 Sunumu, Silikon Vadisi'ndeki tüm CEO'ların artık ölçüldüğü gayri resmi topluluk önünde konuşma standardı haline geldi. 他的演讲成为衡量硅谷所有首席执行官的非官方公开演讲标准。

After this, they all wanted to be like Steve Jobs. この後、彼らは皆、スティーブ・ジョブズのようになりたいと思うようになった。 Bundan sonra hepsi Steve Jobs gibi olmak istedi.

We'll look at the first eight minutes of an 80-minute presentation. 80分のプレゼンテーションの最初の8分を見てみよう。 Biz 80 dakikalık bir sunumun ilk sekiz dakikasına bakacağız.

I'll put links below to the original video and to other public speaking resources. 以下に、オリジナルのビデオと、その他の人前で話すためのリソースへのリンクを貼っておく。 Aşağıya orijinal videonun ve diğer topluluk önünde konuşma kaynaklarının linklerini koyacağım.

Big picture, there are unconfirmed reports that Steve Jobs practiced this presentation over 100 times. 全体像としては、スティーブ・ジョブズはこのプレゼンテーションを100回以上練習したという未確認の報告がある。 Büyük resim, Steve Jobs'un bu sunumu 100'den fazla kez yaptığına dair doğrulanmamış raporlar var. 总体而言，有未经证实的报道称史蒂夫·乔布斯练习了这个演讲超过 100 次。

Some people say he practiced as many as 200 times if you count all the times he practiced in the car, the elevator, the shower. 車やエレベーター、シャワーの中で練習した回数も含めれば、200回は練習したと言う人もいる。

But the good news is for you, virtually everything that I will point out are skills that you can put into your own presentations. しかし、あなたにとって朗報なのは、これから指摘することは事実上すべて、あなた自身のプレゼンテーションに活かせるスキルだということだ。 Ancak sizin için iyi haber şu ki, işaret edeceğim neredeyse her şey kendi sunumlarınıza uygulayabileceğiniz becerilerdir. 但对你来说好消息是，几乎我要指出的所有技能都是你可以运用到自己的演示中的技能。

We'll watch one chunk at a time. 一度に一つの塊を見ることになる。 Her seferinde bir parça izleyeceğiz. 我们一次看一大块。

I'll identify some strengths 強みをいくつか挙げてみよう。 我会确定一些优势

and then I'll wrap up with one suggestion for improvement. そして最後に、改善策をひとつ提案しよう。 最后我将提出一项改进建议。

And since I teach college, 私は大学で教えている、 Ve üniversitede ders verdiğim için,

I'll give him a letter grade at the end. 最後に採点してあげよう。 Sonunda ona bir harf notu vereceğim. 最后我会给他一个字母等级。

But will you agree with my grade? Ama notuma katılacak mısınız?

What grade would you give Jobs? 你会给乔布斯打几分？

Let me know in the comments below.

So let's start right at the beginning of the presentation.

- This is a day I've been looking forward to - Bu günü dört gözle bekliyordum.

for two and a half years. iki buçuk yıl boyunca.

(audience cheering)

Every once in a while, a revolutionary product comes along Arada bir devrim niteliğinde bir ürün ortaya çıkar 每隔一段时间，就会有革命性的产品出现

that changes everything.

And Apple has been, well, first of all, one's very fortunate Ve Apple, her şeyden önce, çok şanslıydı 首先，苹果公司非常幸运

if you get to work on just one of these in your career. もし、あなたのキャリアの中で、これらのうちのひとつでも手掛けることができれば。 Kariyeriniz boyunca bunlardan sadece bir tanesinde çalışabilirseniz. 如果你在职业生涯中只从事其中一项工作。

Apple's been very fortunate,

it's been able to introduce a few of these into the world. bunlardan birkaçını dünyaya tanıtmayı başardı. 它已经能够将其中一些引入世界。

In 1984, we introduced the Macintosh. 1984 年，我们推出了 Macintosh。

It didn't just change Apple, 它不仅改变了苹果，

it changed the whole computer industry.

(audience clapping) (audience cheering)

In 2001, we introduced the first iPod.

And it didn't just change the way we all listen to music,

it changed the entire music industry.

Well, today we're introducing three revolutionary products

of this class. 这个班级的。

The first one is a widescreen iPod with touch controls.

The second is a revolutionary mobile phone, 第二个是革命性的手机，

and the third

is a breakthrough internet communications device. 是一种突破性的互联网通信设备。

So three things, a widescreen iPod with touch controls,

a revolutionary mobile phone

and a breakthrough internet communications device.

An iPod, a phone,

and an internet communicator, an iPod, a phone. 以及互联网通讯器、iPod、电话。

Are you getting it? Anladın mı?

These are not three separate devices. Bunlar üç ayrı cihaz değildir.

This is one device Bu bir cihaz

and we are calling it iPhone ve biz buna iPhone diyoruz

Today Apple is going to reinvent the phone and here it is. Bugün Apple telefonu yeniden icat edecek ve işte karşınızda.

No.

Actually here it is 実際にここにある Aslında burada

but we're gonna leave it there for now. でも、今はこのままにしておこう。 ama şimdilik orada bırakacağız.

- Now far and away, the best part - Şimdi uzak ara, en iyi kısım - 现在已经很远了，最好的部分

about this presentation so far is that he's extremely clear

and concise about his central message.

Apple is about revolutionary products 苹果致力于革命性的产品

that change the industry.

Great speeches have a great central theme

and he's really clear about it right from the start.

He says it in plain English,

he uses short sentences and he uses this central theme

about revolution to drive the rest of the presentation. 关于革命来推动演示的其余部分。

- A revolutionary product comes along. - 革命性的产品问世。

It changed the whole computer industry.

It changed the entire music industry.

We're introducing three revolutionary products

of this class.

- This is no ordinary day and no ordinary product. - Bu sıradan bir gün ve sıradan bir ürün değil.

Everything he says supports this theme. Söylediği her şey bu temayı destekliyor.

Apple is once again going to revolutionize the industry. Apple bir kez daha sektörde devrim yaratacak.

Next, let's talk about his voice. Şimdi de sesi hakkında konuşalım.

He sounds confident.

Most of his confidence is coming from his voice.

And there are three qualities, vocal qualities

to create that confident sound.

First, he uses a strong, consistent volume. 首先，他使用强劲、一致的音量。

He's using a microphone because he's in a huge space,

but even so, he's speaking a little しかし、それでも、彼は少し話している。

above a typical conversational volume level. 高于典型的对话音量水平。

When we speak just a click or two above ほんの1、2クリック上で話すとき 当我们说话时，只需点击上面一两下

how we would in a one-on-one conversation,

we automatically sound more confident. 私たちは自動的に自信があるように聞こえる。

So he's not just speaking,

he's speaking up and declaring his message. 他正在大声讲话并宣布他的信息。

A second vocal quality

is that he speaks each word clearly and deliberately.

You can tell he has chosen his words carefully.

He enunciates and articulates so each word matters. 彼は一語一語を大切にし、明瞭に表現する。

He speaks right through each word. 彼は一つ一つの言葉を通して語っている。 他每一个字都说得很清楚。

He doesn't mumble, blur the words together 他没有咕哝，将话语模糊在一起

or trail off at the end of sentences. あるいは、文末で言葉を濁す。 或在句子末尾减弱。

Third, the most obvious vocal quality 三、最明显的音质

to me is that he uses dramatic pauses 对我来说，他使用了戏剧性的停顿

at the end of sentences and after key ideas.

In the first minute or so, 在第一分钟左右的时间里，

he uses a pattern of a short sentence and a pause, 他使用短句和停顿的模式，

usually around a one-second pause after each sentence.

A handful of his pauses are two or even three seconds 他的停顿有几次是两秒甚至三秒

if you don't count the time where people are clapping.

These are what you call dramatic pauses.

Pauses like this let the importance このように間を置くことで、重要性が増す。

of the message and the moment sink in. メッセージとその瞬間が心に染み渡る。 信息和时刻的沉浸。

Many public speakers struggle with pauses. 许多公开演讲者都在为停顿而苦苦挣扎。

We tend to put in filler words instead 我们倾向于添加填充词

but Jobs pauses silently.

You could hear a pin drop.

These three related vocal qualities:

volume, deliberate enunciation

and pauses with no fillers

create an extremely confident sound.

It creates the impression

that he really believes what he's saying.

So let's watch a little bit more.

- So before we get into it, - Konuya girmeden önce,

(audience laughing)

let me talk about a category of things.

The most advanced phones are called smartphones.

So they say, and they typically combine a phone

plus some email capability.

Plus they say it's the internet, sort of the baby internet Ayrıca bunun internet olduğunu söylüyorlar, bir çeşit bebek interneti

into one device. tek bir cihazda.

And they all have these plastic little keyboards on them. Ve hepsinin üzerinde bu plastik küçük klavyeler var.

And the problem is that they're not so smart

and they're not so easy to use.

So if you kind of make a business school 101 graph Yani bir tür işletme okulu 101 grafiği yaparsanız 所以如果你制作一张商学院 101 图表

with a smart axis and a easy-to-use axis, akıllı bir eksen ve kullanımı kolay bir eksen ile, 具有智能轴和易于使用的轴，

phones, regular cell phones are kind of right there. telefonlar, normal cep telefonları tam şurada. 电话，普通手机就在那里。

They're not so smart and they're not so easy to use.

But smart phones are definitely a little smarter

but they actually are harder to use.

They're really complicated.

Just for the basic stuff

people have a hard time figuring out how to use them. insanlar bunları nasıl kullanacaklarını bulmakta zorlanıyorlar.

Well, we don't wanna do either one of these things. İkisini de yapmak istemiyoruz.

What we wanna do is make a leapfrog product Yapmak istediğimiz şey bir sıçrama ürünü yapmak 我们要做的是做一个跨越式的产品

that is way smarter than any mobile device has ever been herhangi bir mobil cihazın şimdiye kadar olduğundan çok daha akıllı

and super easy to use.

This is what iPhone is.

Okay?

(audience cheering)

So we're gonna reinvent the phone.

Now, we're gonna start

with a revolutionary user interface is the result 结果是革命性的用户界面

of years of research and development.

And of course, it's an interplay of hardware and software. 当然，这是硬件和软件的相互作用。

Now, why do we need a revolutionary user interface?

I mean, here's four smartphones, right?

The Motorola Q, the BlackBerry, Palm Treo, Nokia E62,

the usual suspects.

And what's wrong with their user interfaces?

Well, the problem with them is really sort

of in the bottom 40 there.

It's this stuff right here.

They all have these keyboards that are there

whether you need them or not to be there.

And they all have these control buttons that are fixed

in plastic and are the same for every application. 塑料制成，并且对于每种应用都是相同的。

Well, every application wants

a slightly different user interface,

a slightly optimized set of buttons just for it.

And what happens if you think

of a great idea six months from now? 六个月后有什么好主意吗？

You can't run around and add a button to these things.

They're already shipped. 他们已经发货了。

So what do you do?

It doesn't work because the buttons

and the controls can't change.

They can't change for each application

and they can't change down the road 他们无法在未来改变

if you think of another great idea you wanna add

to this product.

Well, how do you solve this?

Hmm. It turns out we have solved it.

We solved it in computers 20 years ago.

We solved it with a bitmap screen Bunu bir bitmap ekran ile çözdük

that could display anything we want. 可以显示我们想要的任何东西。

Put any user interface up and a pointing device.

We solved it with the mouse, right?

We solved this problem.

So how are we gonna take this to a mobile device? Peki bunu bir mobil cihaza nasıl taşıyacağız? 那么我们如何将其转移到移动设备上呢？

Well, what we're gonna do is get rid of all these buttons Peki, yapacağımız şey tüm bu düğmelerden kurtulmak

and just make a giant screen, a giant screen. ve sadece dev bir ekran yap, dev bir ekran.

(audience clapping)

Now, how are we gonna communicate this? Şimdi, bunu nasıl ileteceğiz?

We don't wanna carry around a mouse, right? Yanımızda fare taşımak istemeyiz, değil mi?

So what are we gonna do?

Oh, a stylus, right?

We're gonna use a stylus.

No.

(audience chuckling)

No, who wants a stylus?

You have to get 'em and put 'em away and you lose em.

Yuck. Nobody wants a stylus.

So let's not use a stylus.

We're gonna use the best pointing device in the world.

We're gonna use a pointing device that we're all born with.

We're born with 10 of them.

We're gonna use our fingers.

We're gonna touch this with our fingers.

And we have invented a new technology called Multi-Touch,

which is phenomenal.

It works like magic. 它的作用就像魔术一样。

(audience laughing)

You don't need a stylus.

It's far more accurate Bu çok daha doğru 它更准确

than any touch display that's ever been shipped. şimdiye kadar gönderilmiş tüm dokunmatik ekranlardan daha fazla.

It ignores unintended touches. İstenmeyen dokunuşları görmezden gelir.

It's super smart.

You can do multi-finger gestures on it. Üzerinde çoklu parmak hareketleri yapabilirsiniz.

And boy have we patented it. そして、我々はその特許を取得した。 Ve bunun patentini aldık. 天哪，我们已经申请了专利了。

(audience laughing) (audience cheering)

Let's talk about his content.

He does something really smart in this chunk.

He uses a problem-solution logic to build his message.

He speaks for a while

about the existing problems with other phones

and devices out there on the market to talk

about the way iPhone solves those problems.

Existing smartphones have too many limitations.

And in contrast, the iPhone has a huge touch screen,

easy interface and powerful software.

This problem-solution design shows

he really understands his audience.

He's not just speaking in a vacuum 彼は空虚に語っているわけではない

about what he thinks is cool about the new phone.

He speaks to his listeners' pressing needs, 他谈到了听众的迫切需求，

their sense of urgency.

We call this the exigence of the situation. 我们称这种情况为紧急情况。

The secret to almost every great speech

that's ever been given is that the speaker is speaking

to the felt need that listeners have. リスナーが感じているニーズに対して。

And you can tell by the way they respond

that his listeners really are ready to hear

what Jobs is saying.

They are anticipating

that Apple is finally going to solve these known problems.

He's also a master at building anticipation.

As mentioned, he pauses

like a champion, that creates anticipation

but he also creates anticipation through his message design.

We saw this in the first chunk we looked at

when he talked about

how they'd be introducing three revolutionary products.

- An iPod, a phone

and an internet communicator.

An iPod, a phone.

(audience cheering)

Are you getting it?

- That was building anticipation and he does this more here

in this recent chunk leading up to how we'll be able 在最近的这一部分中，我们将如何能够

to use our finger to touch the screen rather

than a stylus or some other clumsy device.

- Because we don't wanna carry around a mouse, right?

We're gonna use a stylus.

No, we're gonna use our fingers.

- That anticipation adds some drama

and showmanship to his message. 以及他传达的信息的表演技巧。

He's not just sharing facts and figures.

He's taking us on a journey.

(audience clapping)

- We've been very lucky to have brought

a few revolutionary user interfaces

to the market in our time.

First was the mouse, the second was the click wheel.

And now we're gonna bring Multi-Touch to the market.

And each of these revolutionary user interfaces

has made possible a revolutionary product, the Mac,

the iPod, and now the iPhone.

So a revolutionary user interface. Yani devrim niteliğinde bir kullanıcı arayüzü.

We're gonna build on top of that with software. Yazılımla bunun üzerine inşa edeceğiz. 我们将在此基础上构建软件。

Now, software on mobile phones, it's like baby software. Şimdi, cep telefonlarındaki yazılım, bebek yazılımı gibi.

It's not so powerful.

And today we're gonna show you a software breakthrough, Ve bugün size bir yazılım atılımını göstereceğiz,

software that's at least five years ahead 少なくとも5年先を見据えたソフトウェア en az beş yıl ileride olan yazılım

of what's on any other phone. 他のどの携帯電話にもあるものだ。 başka bir telefonda ne varsa.

Now, how do we do this? さて、どうすればいいのか？ Şimdi, bunu nasıl yapacağız?