http://techland.time.com/2012/05/07/six-reasons-why-apple-is-successful/
1. For at have to want it themselves
對於Apple創造的任何產品，製造產品的人必須本身要有擁有的慾望。
2. The products have to be easy to use
產品必須能簡單地使用
3. Keep things simple
維持簡單（使用觀念及方法）
4. Offer great customer service and in-store experiences
提供很好的客戶服務及商店經驗
5. Apple only makes a product if Apple can do it better
Apple只製造能讓產品更好的東西
6. Apple stays at least two years ahead of its competitors
Apple維持至少領先競爭者兩年
1. For any product that Apple creates, the people who create it have to want it themselves
對於Apple創造的任何產品，製造產品的人必須本身要有擁有的慾望。
So many times with projects I do with other tech companies, the goal is almost always based around the technology first, followed by whether or not people really want to use it. Geeky engineers are dazzled by the technology at their disposal and often create something because they can. But Apple’s approach is quite different. The engineers who are creating Apple products actually make them for themselves. And Jobs was the chief “user” of Apple products when he was alive. All of Apple’s products are based on the fact that Jobs represented the real customer. And his engineers had to come to grips with that when designing a product. It has to be something that they personally couldn’t live without.
我與其他高科技公司做的項目這麼多次專案，目標總是圍繞在科技為先，不管有沒有人真的想用它，幾乎總是基於科技優先。 令人討厭的工程師們在他們的處置技術眼花繚亂，往往因為他們能創造的東西。 但是，蘋果的做法是完全不同的。 工程師們正在創建的蘋果產品，實際上是他們為自己。 當喬布斯還活著時，他是蘋果產品的主要“用戶”。 蘋果的產品都是基於一個事實，即喬布斯代表了真正的客戶。 他的工程師來設計產品時，這個產品必須是他們每個人生活當中不能缺少的。
2. The products have to be easy to use
產品必須能簡單地使用
Jobs was a stickler on this point. While industrial design is a critical component of any product Apple makes, if it is not easy to use, it is considered worthless to the consumer. This is what drove the company’s user-interface designs from Day 1 and is still the mantra pushed to the software and hardware engineers every day they go to work. All of the products they create have to be intuitive and easy to understand and learn. As technology has become more intricate and users want more features, the task of keeping things simple is sometimes difficult. And Apple creates tools for power users and rookies, which can mean a broad range of ease-of-use issues. But even with that, Apple is the only company I deal with where ease of use is more important than the product itself. Apple makes this a critical goal of its approach to creating anything for the market.
喬布斯是在這一點上相當堅持。 當工業設計是一個對蘋果公司製造的任何產品都是一部份的批判，會被認為是毫無價值的產品，如果它是不容易使用的。 這是什麼驅使公司的用戶界面設計，從第1天，在他們每天都去上班時仍是驅使軟件和硬件工程師的口號。 他們創造的產品都具有直觀，易於理解和學習。 隨著技術已變得更加複雜和用戶需要更多的功能，保持事情簡單的任務，有時是很困難的。 和蘋果的超級用戶和新手創建的工具，這可能廣泛地意味著一個易於使用的問題。 但即便如此，蘋果是我的唯一一家公司處理與易用性是比產品本身更重要。 蘋果使這一重要目標的方法，為創造任何市場。
3. Keep things simple
維持簡單（使用觀念及方法）
I was in Paris in the past two weeks and had talks with various French telecommunications officials about many mobile-computing issues. But one conversation I had in particular emphasizes this keep-it-simple point. We were discussing how to compete with Apple — a major pastime for all Apple competitors and carriers these days — when the question of why Apple is really successful came up. And one exec nailed it when he said he felt that the real reason Apple is successful is because it has one product; in this case the iPhone. It minimizes the decisionmaking process for the consumer by making things simple. The person speaking was with a carrier in France, and he said that in their stores, they have to have as many as 25 different models of phones available. That makes it hard for his staff to be really knowledgeable about all of them all of the time, and their customers just have too many options to choose from.
在過去兩個星期，我在巴黎有許多移動計算問題的各種法國電信官員談。 但是這一次談話，我特別強調保持它的簡單點。 我們正在討論如何與蘋果競爭 - 為所有蘋果的競爭對手和運營商這些天的主要消遣 - 為什麼蘋果是真正成功的問題上來。 和一個執行者指出，他說，他認為，蘋果成功的真正原因是因為它有一個產品，在這種情況下，iPhone的。 它最大限度地減少對消費者的決策過程，使事情變得簡單。 說話的人是一個在法國的電信商，他說，在他們的商店，他們必須有多達25種不同型號的手機可選。 這使得很難讓他的員工是真正對他們所有產品都瞭如指掌，他們的客戶有太多的可供選擇的方案。
But Apple only has one iPhone model, and anyone who has gone into an Apple store understands that every staff member there knows a great deal about each of the four major products carried in its stores. Apple doesn’t have five iPhone models to choose from; it has only one. While this may seem limiting given the amount of smart phones available to users, the truth is the reverse. Our company has done consumer research for over 30 years, and consumers constantly tell us that while choice is nice, in reality they want the process of choosing a tech product to be simple and not complicated by a plethora of choices.
但是，蘋果只有一個iPhone模式，任何一個進入了蘋果專賣店的人了解到，每一個工作人員知道在其商店進行的四大系列產品有很多。 蘋果不具備五個iPhone機型可供選擇，它只有一個。 雖然這可能似乎限制提供給用戶的智慧型手機的數量，事實上是相反。 我們公司已經做了30多年的消費者的研究，消費者不斷地告訴我們，雖然選擇是不錯的，在現實中，他們希望選擇一個高科技產品，是簡單，沒有過多的選擇複雜的過程。
Yes, there are tech-savvy people who like more choices and sometimes even like complexity, but from years of experience as a market researcher, I can tell you that in the end, the majority of users are not tech-savvy, and keeping things simple for them is a plus. Apple understands this in spades and is never tempted to add multiple versions of an iPhone, iPad or even more than one or two types of iPods. This makes buying an Apple product simple. And consumers seem to appreciate this considering the huge number of iDevices that are sold each year. I know the tech media and techies are the most vocal about this issue of choice, but in the end, while choice is good for competitive pricing, what nontechie consumers really want is simplicity.
是的，科技通的人，希望更多的選擇，有時甚至像複雜，但是從多年的經驗，作為一個市場調研，我可以告訴你，最後，廣大用戶並非是科技通，對他們來說，保持事物簡單的是一個加分。 蘋果明白這是張王牌從未想過要添加多個版本的iPhone，iPad或者甚至超過一個或兩個類型的iPod。 這使得購買蘋果產品變的簡單。 在每年售出的iDevices的數量龐大上，消費者似乎讚賞這一點。 我知道高科技的媒體和技術人員最關心這個選擇上的問題，但在最後，當選擇是有競爭價格的，非科技通的消費者真正想要的是簡單。
4. Offer great customer service and in-store experiences
提供卓越的客戶服務及商店經驗
Jobs understood one of the major conundrums of technology: even if you create products that are easy to use, the variety of things that people want to use technology for often creates complexity. Because of this, consumers at all levels may need some hand holding from time to time. I was one of the most vocal critics of Apple when it introduced its first retail store in Tokyo in 2002. I thought it was crazy for Apple to try and go into retail. At the time, and even today, tech retail stores are in decline while big-box stores like Costco and Walmart sell products on price and nothing else. I thought that if price were the issue, an upscale retail store would be DOA. Wow, were other naysayers and I wrong about Apple’s retail strategy.
Jobs了解的主要技術難題之一：甚至你已經創造易於使用的產品，各種各樣的東西，人們希望使用技術，往往造成複雜性。 正因為如此，各層級消費者可能需要不時地關注。 我是蘋果的最強烈的批評者之一，當在2002年推出其首次在東京的蘋果零售商店。 我認為這是瘋狂的蘋果試圖進入零售市場。 當時，即使在今天，高科技的零售商店都在下降，而像Costco和沃爾瑪的大型商店出售價格並沒有別的產品。 我想，如果是價格問題，高價格的零售商店會馬上消失。 哇，其他的反對者和我對蘋果的零售戰略錯了。
Apple uses this conundrum to its advantage. Because it keeps product SKUs simple, the salespeople inside the stores know the products really well. Notice that when you go into an Apple store and are greeted by one of the sales staff, you’re not asked, “How can I help you?” Instead they ask, “What would you like to do today?” They go right to the heart of any technology user’s question, a question that’s always related to what they want to do with the technology the user is interested in.
蘋果利用了這一難題成為它的優勢。 因為它使產品簡單，商店內的銷售人員知道產品真的很好。 請注意，你進入蘋果商店，由銷售人員打招呼，你不問，“有什麼可以幫你嗎？”，相反，他們問：“你今天想做什麼？”他們直接問任何技術用戶的問題的核心，一個總是與他們想要做什麼和用戶感興趣的技術的問題
And once you explain your needs, they take care of it on the spot in most cases. Or if you need more hand holding, they turn you over to the Apple Geniuses. No wonder 50% of people buying Apple products are new to Apple. Apple’s products are simple to understand and use, but if you do have a problem, Apple can take care of it at their stores or over the phone quickly.
一旦你解釋你的需求，他們在大多數情況下當場處理好。 或者如果您需要更多的幫忙，他們會把你交給Apple Geniuses處理。 難怪50％的人購買蘋果產品對蘋果公司來說是新的客戶。 蘋果的產品是可以簡單的理解和使用，但如果你有問題，蘋果公司可以在他們的商店或通過電話迅速處理好。
5. Apple only makes a product if Apple can do it better
Apple只製造能讓產品更好的東西
Apple normally doesn’t invent a new product or product category. Sure, the company did invent the first commercial PC with the Apple II, and the Mac improved on PCs with a graphical user interface and mouse input. But since then, all of Apple’s other products have been recreations of existing products. Apple did not invent the MP3 player; Apple reinvented it and made it better. Apple did not invent the smart phone; Apple reinvented it and made it better. And Apple did not invent the tablet; Apple reinvented it and made it better.
蘋果通常不會發明一種新產品或產品類別。 當然，該公司發明第一款商用PC在Apple II上，在Mac上改善了圖形用戶界面和鼠標輸入。 但自那時以來，蘋果的其他產品都是現有產品的徹底重做。 蘋果並沒有發明MP3播放器，蘋果徹底改造它，使它變得更好。 蘋果沒有發明的智慧型手機，蘋果徹底改造它，使它變得更好。 和蘋果公司沒有發明的平板，蘋果徹底改造它，使它變得更好。
As Apple designer Jonathan Ive said recently, “Our goals are very simple — to design and make better products. If we can’t make something that is better, we won’t do it.” Clearly, Apple applied that thinking first to iPods, then smart phones and more recently, to the iPad.
作為蘋果的設計師 Jonathan IVE近日表示 ，“我們的目標很簡單-設計和製造更好的產品。 如果我們不能做出更好的東西，我們不會做的。“很顯然地，蘋果的想法應用到iPod上，然後智慧型手機和最近的iPad。
6. Apple stays at least two years ahead of its competitors
Apple維持至少領先競爭者兩年
This is the one that scares Apple’s competitors the most. While those competing with Apple are just getting products to market that are competitive, Apple is already working on the products at least two years out. For example, the new iPhone that will most likely go to market in October was designed and signed off on two years ago. And the iPhone the company is working on now is for the fall of 2014. The same goes for the iPad. The new iPad that we will most likely see next March was signed off on two years ago. The one that’s being worked on now we will probably see in 2015. This is a nightmare for Apple’s competitors and will continue to be for some time.
這是一個最讓蘋果競爭對手害怕的。 而那些與蘋果競爭的才剛剛向市場推出有競爭力的產品，蘋果已經對產品努力至少兩年了。 例如，新的iPhone將最有可能走在10月推向市場，前兩年就已經設計完成了。 該公司現在的努力的是2014年的秋天的iPhone。 這同樣適用於iPad。 我們現在看到的iPad 可能在兩年前就完成了，對現在真在的努力研發的可能是2015年的。 這對於蘋果的競爭對手是一個惡夢，而且將持續一段時間。
Besides having geniuses in design, software and retail, Apple also has the cash to invent components, manufacturing processes and things like that, which almost makes it impossible for the competition to make any real headway against Apple. And don’t let the fact that Android has become the No. 1 smart-phone operating system make you think that it’s the big winner. Yes, Android has gained ground by the sheer numbers of companies and products pushing Android. But the real measure of success is in the profits, and Apple is making as much as 70% of all the profits in smart phones and about 85% of the profits in tablets. Just ask any Android competitor which they would like more, market share or profits. You’ll get the answer relating to the real measure of success in this market.
除了有天才的設計，軟體和零售，蘋果也有錢開發零件，製造工藝和事情，幾乎讓是競爭者不可能有任何實質上的領先。 不要以為Android在已經成為智能手機操作系統的第一名，讓你認為它是大贏家。 是的，Android已經取得進展，在推動Android的公司和產品的絕對數量上。 但真正衡量成功的是利潤，而蘋果正在多達70％的利潤全部在智能手機和大約85％的利潤在平板。 只要問任何Android的競爭對手，他們希望更多的市場份額或利潤。 你會得到有關在這個市場取得成功的真正答案。
These six principles may seem a bit simplistic given the fact that Apple also has great software, industrial design and a powerful ecosystem of content, apps and services as part of the company’s success equation. However, I can tell you that from my three decades of following Apple, it’s these six key principles that are what really makes it successful. And as long as it adheres to them, it’s pretty likely that Apple will continue to grow and command a relatively large share of the market in the company’s product categories where it competes.
這6項原則可能會顯得有點簡單化讓人忽略蘋果也有偉大的軟體的事實，工業設計和強大的生態系統的內容，應用程序和服務作為公司的成功方程式的一部分的事實。 不過，我可以告訴你，從我的三十年追蹤蘋果，這六個原因是真正使得它成功的關鍵原則。 只要堅持，它很可能是蘋果公司的產品類別在與別的產品競爭中，將繼續增長和支配比較大的市場份額。
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以上經由Google翻譯及我稍微修改後的，翻的不好，歡迎修改翻譯內容，等等再打上我的看法。
