介绍： This explains why every single person in this room is perfectly comfortable buying a computer from Apple. But we're also perfectly comfortable buying an MP3 player from Apple, or a phone from Apple, or a DVR from Apple. As I said before, Apple's just a computer company. Nothing distinguishes them structurally...

介绍： This explains why every single person in this room is perfectly comfortable buying a computer from Apple. But we're also perfectly comfortable buying an MP3 player from Apple, or a phone from Apple, or a DVR from Apple. As I said before, Apple's just a computer company. Nothing distinguishes them structurally from any of their competitors. Their competitors are equally qualified to make all of these products. In fact, they tried. A few years ago, Gateway came out with flat-screen TVs. They're eminently qualified to make flat-screen TVs. They've been making flat-screen monitors for years. Nobody bought one. Dell came out with MP3 players and PDAs, and they make great quality products, and they can make perfectly well-designed products -- and nobody bought one. In fact, talking about it now, we can't even imagine buying an MP3 player from Dell. Why would you buy one from a computer company? But we do it every day. People don't buy what you do; they buy why you do it. The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.
distinguish /dɪ'stɪŋgwɪʃ/ v. 区分，辨别
It's important to distinguish between business and pleasure.
分清什么是正事什么是娱乐非常重要。
came out with （突然）说出，提出
eminently /'ɛmɪnəntli/ adv. 突出地，显著地
He is eminently qualified for the job.
他完全有资格从事这项工作。
这就解释了为什么这里的每个人从苹果公司买电脑时都觉得理所当然。而我们也会非常乐于购买苹果的MP3，苹果的电话，或者苹果的DVR。但是，如我之前所说，苹果公司只是一个计算机公司，从结构上来说和其他的竞争者没什么区别。其他竞争者同样具备生产所有的类似产品的能力，事实上，他们也曾尝试过。几年前，捷威（Gateway）公司推出了平板电视。他们制造平板电视的能力很强，因为他们做平板显示器已经很多年了，但是没有人购买。另外，戴尔公司推出MP3播放器和掌上电脑，产品质量出色，设计良好，但是没有人购买。其实，说到这里，我们甚至无法想象从戴尔购买MP3播放器，为什么你会从一家电脑公司购买MP3播放器？但是我们每天都在这样做，人们买的不是你做的产品，人们买的是你的信念。做公司的目标不是与所有需要你产品的人做生意，而是和那些与你有共同理念的人做生意。

未完待续…