翻译: First time I was aware of this sense of the group of people who make something was when I first used a Mac—I’d gone through college in the 1980s using a computer and had a horrid experience. Then I discovered the Mac, it was such a dramatic moment and I remember it so clearly – There was a real sense of the people who made it. What is more difficult is when you are intrigued by an opportunity. That, I think, really exercises the skills of a designer. It’s not a problem you’re aware of .Nobody has articulated a need. But you start asking questions, what if we do this, combine it with that, would that be useful? This creates opportunities that could replace entire categories of device, rather than tactically responding to an individual problem. That’s the real challenge, and that’s what is exciting. Examples are products like the iPhone, iPod and iPad. That fanatical attention to detail and come across a problem and being determined to solve it is critically important— That defines your minutes by minute, day by day experience. It’s incredibly time consuming. You can spend months and months and months on a tiny detail—But unless you solve that tiny problem, you can’t solve the other fundamental product. You often feel there is no sense these can be solved, but you have faith. This is why these innovations are so hard –There are no points of reference. Our goal is simple objects, objects that you can’t imagine any other way. Simplicity is not the absence of clutter. Get it right, and you become closer and more focused on object. For instance, the iPhoto app we created for the new iPad, it completely consumes you and you forget you are using an iPad.