皇璽會愛瘋3C分享: INSIDE 【世界公民】What keeps Apple, Apple 庫克：賈伯斯永遠是 Apple 的 DNA 百家樂 http://www.iwin9418.com

本文由世界公民文化中心提供，收錄於英語島 English Island 2017 年 10 月號，INSIDE 獲授權轉載。更多詳情請見世界公民文化中心粉絲專頁。

9:41 是 Apple 的官方時間。庫克執行長曾在兩個月前的 9:41 分，推特發文紀念 2017 年 iPhone 已經上市十年了。選在 9:41 是因為這是賈伯斯改變世界的時刻 --- 把第一款 iPhone介紹給世界。

這場 Apple 十周年發表會，開始時現場一片漆黑，只有 Welcome to the Steve Jobs Theater 的字樣照亮全場。

▲提姆 · 庫克 Tim Cook (1960 年 11 月 1 日 ) ，photo via 世界公民文化中心

WHO

庫克於 2011 年接任蘋果營運長到現在，走出賈伯斯時代的蘋果文化。庫克努力為公司形塑多元文化的新形象，更在三年前首度公開出櫃，是《財富》雜誌 (Fortune) 世界 500 強企業裡唯一公開同性戀身份的 CEO。

WHAT

有別於賈伯斯「科技力量最能改變世界」的原則，庫克重視科技與人文結合，視「科技需為人性服務」為理念。兩人不同的管理風格，美國媒體將賈伯斯視為戰爭時期的執行長，而庫克則是和平時代的執行長。

HIGHLIGHT

iPhone 十周年發表會是賈伯斯劇院 (Steve Jobs Theater) 舉辦的第一個活動，庫克選擇用蘋果傳奇創始人賈伯斯的獨白與影片開啟活動，向賈伯斯及蘋果新總部 (Apple Park) 表示敬意。

賈伯斯的開場白

There are lots of ways to be as a person, and some people express their deep appreciation in different ways. But one of the ways that I believe people express their appreciation to the rest of humanity is to make something wonderful and put it out there.

人與人的生活方式千差萬別，表達自己深深的感激之情也有很多種方式。但我始終相信一種對世界表達感謝的方法，就是創造一些美妙的東西，並展現給世人。

And you never meet the people, you never shake their hands, you never hear their story or tell yours. But somehow in the act of making something with a great deal of care and love, something's transmitted there.

儘管你從未與這些人相遇、從未與他們握過手，也從未互相分享過各自的故事，但在創造美好事物的過程中投入了關愛，這些深刻的感謝之情也會隨之傳入到世人手中。

And it's a way of expressing to the rest of our species, our deep appreciation. So we need to be true to who we are. And remember what's really important to us. That's what's going to keep Apple, Apple: is if we keep us, us.

所以，我們要忠於真實的自我，並牢記對我們來說真正重要的事物。這樣的原則成就了蘋果公司：蘋果之所以是蘋果，我們之所以是我們，正在於此。 --- 史蒂夫 · 賈伯斯

庫克的全文演講

I love hearing his voice and his inspiring message. And it was only fitting that Steve should open his theater. It is the honor of a lifetime to be the first to welcome you to the Steve Jobs Theater. Steve meant so much to me, and so much to all of us. There's not a day that goes by that we don't think about him. Memories have especially come rushing back as we prepared for today and this event.

我非常喜歡聽他的聲音，以及他鼓舞人心的訊息，賈伯斯絕對非常適合打造自己的劇院。這是我一生的榮幸，可以成為第一個歡迎各位到場賈伯斯劇院的人。史蒂夫對我來說意義重大，對我們所有人都是如此。我們沒有一天不思念他，在籌備今天這場發表會的過程中，對他的回憶湧上心頭。

It's taken some time, but we can now reflect on him with joy, instead of sadness. Steve's spirit and timeless philosophy on life will always be a DNA of Apple.His greatest gift, greatest expression of his appreciation for humanity will not be a singular product, but rather it would be Apple itself.

我們用了很長時間，現在才可以用快樂而非悲傷的情緒來想念他。賈伯斯的精神和永恆的生活哲學永遠是蘋果的 DNA。他的天賦和對人們感謝的方式，帶給世人的不單只是一個產品，而是蘋果本身。

We dedicate this theater to Steve because we loved him, and because he loved days like this, where he could share our latest products and new ideas of the world. And we do so not only to pay tribute to Steve but to inspire the next generation of creators and innovators.

我們以賈伯斯來命名這個劇院，是因為我們敬愛他，也因為他喜歡這樣分享新產品的日子。之所以這樣做，不僅是要向賈伯斯致敬，更是要鼓舞下一代的創作者和創新者。

Steve was a genius and one of the many ways that he showed that was in his uncanny ability to unlock the talent of everybody that he worked with. He thought deeply about our workplace and its surroundings. And he believed that they should inspire talented people to do their best work.

史蒂夫是個天才，他那能揭開每個與他共事的人意想不到的潛能。他深刻的思考我們工作地點，以及

人們的生活環境。並且堅信應該去激勵那些人去做他們想做的事情。

So, over decade ago, he began to work on a new campus for Apple. His vision of Apple Park was to create an incredible workplace of the future, where engineers and designers could all be together collaborating on the next generation of Apple product to change the world.

Steve's vision and passion live on here at Apple Park and everywhere at Apple. Today and always, we honor him.

所以十年前，他開始為蘋果設計一個嶄新的總部，他的願景是打造一個不可思議的未來工作場所，讓工程師和設計師可以聚在一起，一起合作創造下一個可以改變世界的蘋果產品，這就是蘋果公園。史蒂芬的視野不僅存在蘋果公園內，也在蘋果世界的各個角落，無論是今天還是明天，我們將永遠緬懷他。