| 关于经营 |
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| "A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets." |
很多公司选择收缩规模，对于他们来说那可能是正确的道路。而我们选择了另一条路。我们始终相信，如果我们能够不断地推出了不起的产品，顾客们就会一直敞开他们的钱包。 |
| "The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way out of its current predicament." |
治愈苹果之法并不在于降低成本，而是通过创新摆脱现在的困境。 |
| 关于对手 |
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| "The only problem with Microsoft is they just have no taste. They have absolutely no taste. And I don't mean that in a small way, I mean that in a big way, in the sense that they don't think of original ideas, and they don't bring much culture into their products." |
微软唯一的问题是他们一点儿品味也没有。他们绝对没有任何品味。而且我说这话不是从小的方面，而是从大的方面说，因为他们不去考虑原创的点子，也没有在产品中注入什么文化。 |
| "I wish him the best, I really do. I just think he and Microsoft are a bit narrow. He'd be a broader guy if he had dropped acid once or gone off to an ashram when he was younger." |
我衷心祝愿他（比尔·盖茨）一切顺利。我只是觉得他和微软有点狭隘。要是他年轻的时候曾经嗑过药，或去过嬉皮士扎堆的地方，那他就会是一个心胸更为宽广的人。 |
| 关于事业 |
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| "I'm the only person I know that's lost a quarter of a billion dollars in one year... It's very character-building." |
据我所知，我是惟一一个在一年之内就输掉2.5亿美元的人……这很大程度上塑造了我的性格。 |
| "Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?" |
你是想一辈子卖糖水呢，还是干改变世界的大事业？（他居然就这样说服了百事可乐公司的总裁约翰·斯卡利跳槽到苹果做CEO。） |
| "Being the richest man in the cemetery doesn't matter to me... Going to bed at night saying we've done something wonderful... that's what matters to me." |
对我来说，成为躺在墓地里最有钱的人可没什么吸引力。而晚上临睡前能够对自己说：“我们做了些了不起的事情。”这才是最重要的。 |
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