You've heard the news by now. Steve Jobs is no longer the CEO of Apple. 你現在已經知道這個消息了，史提夫‧賈伯斯不再是蘋果的執行長了。
He has held that position since 1997 and led the company he co-founded through its historical turnaround. 他從一九九七年上任該職位，帶領他共同創辦的公司度過歷史性的轉機。
Now, in his resignation letter, Jobs said he could no longer meet his duties and expectations as CEO. 在他的辭呈中，賈伯斯說他不再能勝任他的職務，以及達不到身為執行長的期許。
But it is important to note that Jobs will remain Apple's chairman. 但值得注意的是，賈伯斯將繼續擔任蘋果的董事長。
Now, he is well-known for being hands-on. 他事必躬親的態度是出了名的，
Now, he has made two major public appearances this year, despite being on medical leave since January. And this is his latest, just two months ago. 儘管他一月起就一直請病假，今年他仍在兩個重要的場合上公開露面，這是他最近一次，就在兩個月前。
It is worth remembering just how many businesses Apple has transformed under Jobs. 值得牢記的是，在賈伯斯的領導下，蘋果到底改變了多少產業。
The personal computer, it has come a long way: 個人電腦，這已有了長足的發展，
from the Apple II, making the computer affordable enough for anyone to own, to the Macintosh, making it accessible for anyone to use. 從 Apple II 開始，讓電腦變得夠便宜、人人都能擁有；到麥金塔電腦，讓人人都能輕易上手。
Or the iPod, which surpassed the Sony Walkman, becoming the personal music player of its generation. 還有 iPad，超越了索尼的隨身聽，成為新一代的個人音樂播放器。
Now, the iTunes Store, it transformed the music business. It is now said to be the world's biggest music store. 然後，iTune Store 改變了音樂產業，據說它是現在世界上最大的音樂商店。
And then there was the iPhone, turning the mobile phone into a proper computing platform in its own right. 接著是 iPhone，光靠它就將行動電話轉變成合適的電腦運算平台。
Now, Jobs' latest gadget is, of course, the iPad, and analysts think it could reach sales of $44 million this year alone. 當然，賈伯斯推出的最新工具是 iPad，分析師認為，光是今年，它就可以達到四千四百萬美元的銷售額。
It's really hard to overstate just how important Steve Jobs has been to business, to the economy, what he's done, because he's really revolutionized so many businesses. 史提夫‧賈伯斯對商業、經濟的重要性以及他的成就，再怎麼大書特書也不為過……因為他真的大大改變了許多產業。
His biggest impact on business is that he has taught people that the product is all that matters. 他對企業最大的影響，是教導大家產品才是最重要的。
What Jobs recognized was that the introduction of the product is your one chance to send a message to the public about what this thing is, 賈伯斯相信，產品介紹是一個機會，讓你把訊息傳遞給大眾，介紹這是一個甚麼樣的東西，
and he treated it like a Hollywood premiere. 他把產品介紹當作好萊塢首映會來看待。
An iPod, a phone. Are you getting it? 一台iPod，一支手機。你了解了嗎？
It was a piece of theater, and he treated it like a piece of theater. 那是一齣劇場表演，他把它當作一個劇場表演，
And he invited the audience, he primed them like you would send out the trailers for a movie, 他邀請觀眾，像是播出電影預告片似的預告他們這個消息，
and then he did a performance, every second of which was carefully choreographed and scripted and rarely went wrong. 接著他會展開表演，每一秒都經過精心編排設計，而且鮮少出錯。
Most companies will do a market study and say, 大多數的公司會做市場調查，並說：
"Well, what do we think the appetite for this product is, what will be the price elasticity, what's the market size, 「我們認為合乎該產品的喜好是什麼、價格彈性如何、市場規模有多大、
what's the correct way for us to go out and sell it?" 對我們來說正確的銷售方式是什麼？」
And Apple has done none of that. 蘋果沒有做上述任何一項。
Apple says... Steve Jobs says, "We think people are gonna want an iPhone. We think they're gonna want a smartphone that looks beautiful, 蘋果說……賈伯斯說：「我們認為大家會想要一支 iPhone。我們認為他們都會想要一支好看的智慧型手機，
and that does these various things, and we're gonna build it. And then we're gonna go tell them about it, and then they're gonna buy it." 而且能做各種事情，然後我們要來打造它。接著我們要告訴大家這個東西，然後他們就會去買它。」