《名人传记》之乔布斯亿万富豪嬉皮士67:IBM野心勃勃

Jobs cast Apple as the plucky underdog,

乔布斯要带领苹果扭转乾坤

taking on a domineering rival.

与竞争对手背水一战

IBM wants it all

IBM野心勃勃

and is aiming its guns on its last obstacle to industry control -

它正要扫去自己成为行业霸主的路上最后的阻碍

Apple.

苹果

Will Big Blue dominate the entire computer industry?

蓝色巨人将会垄断整个计算机行业吗?

The entire information age?

他会独霸整个信息时代吗?

Was George Orwell right about 1984?

奥威尔关于1984年的预言是否真的要变为现实?

We celebrate the first glorious anniversary...

让我们来庆祝这辉煌的第一年……

Apple created an advert that painted IBM as Big Brother.

苹果公司拍了一则广告 把IBM描述成老大哥

the enemy of freedom.

自由之敌

These images have helped define Apple as a brand ever since.

通过这些影像 苹果树立起了自己的品牌文化

We shall prevail.

胜利属于我们

That was the birth of the Apple brand.

这标志着苹果这个品牌真正的诞生

It was talked about and it was literally focusing on a revolution.

它以“革命”为卖点 声名大噪

And that revolutionary theme was absolutely at the core

而这个“革命”的标签

of what made Apple successful over the next years.

也对苹果之后的成功起到了根本性的作用

The 1984 ad was the first time

1984年的这则广告开启了苹果的新纪元

when you started to get a real sense of the Apple club.

人们开始对苹果产生品牌忠实度

People who defined themselves by their association with the brand.

他们对这个品牌有了情感上的认同感

That they weren't IBM clones, they were these creative thinkers

苹果就跟他们一样 并不随波逐流 而是不拘一格

who had a different attitude, in some way.

与众不同的

I think that's been the kind of common currency

人们对苹果的这种认知

that's been carried on since then.

一直延续到了今天

Nearly three decades on,

近三十年来

Apple was still following the marketing template set out all those years ago.

苹果始终保持着那时所建立的营销模式

This year, Steve Jobs was centre stage

今年 乔布斯带着新款的平板电脑

for the launch of its latest tablet.

再次站在了聚光灯的焦点

And just like in 1984, his pitch

跟1984年的发布会一样 他再次表示

was that Apple stands for something more than selling computers.

苹果存在的意义 远远不止是“计算机制造商”这么简单