the force of nature behind Apple. 他是苹果公司的灵魂 He distorted reality. It's a mixture of charisma, chutzpah, 他颠覆了人们的认知 他魅力四射 胆识过人 bullshit, self-belief, self-delusion, 能说会道 满怀自信 充满了
This is the launch of the Macintosh computer in 1984. 这是1984年Mac电脑发布会 An early glimpse of the way Apple has marketed itself to the world ever since. 苹果此后面向全球的商业运作手段 从这里可见一斑 The Macintosh was
Jobs cast Apple as the plucky underdog, 乔布斯要带领苹果扭转乾坤 taking on a domineering rival. 与竞争对手背水一战 IBM wants it all IBM野心勃勃 and is aiming its guns on its last obstacle to industry control - 它正要扫去自
It's in Apple's DNA that technology alone is not enough. 苹果有个深入骨髓的理念 那就是 科技本身乏善可陈 That it's technology married with liberal arts, 它只有与艺术相结合 married with the humanities 与人性相结合 t
He's got a lot of compartments in his mind. 他的思维十分多面化 He was intense and thoughtful and I liked that about him. 他既热情又睿智 我很欣赏这一点 At college, Jobs met Daniel Kottke. 大学时 乔布斯认识了Daniel Kottk
People who've done that have another angle on, er, 真正接触过电子设备的人 whether technology is bad or good. 对科技的利弊有更客观的判断 They think that technology that pushes them around is bad 他们认为 如果科技控制了
we have always been shameless about stealing great ideas, 我从来不觉得借鉴别人的创意可耻 and I think part of what made the Macintosh great was that people working on it were musicians, and poets and artists, and zoologists and historia
But there was always in Pre-Mackintosh days and early Mackintosh days, there was always Steven and John show. You two were kinda joined at the hip for a while there. 可是在Mackintosh时期,你俩总是一起出现在媒体上,几乎形影不离。
So we had a lot of great ideas when we started, but what I always felt that a team of people doing something that's really believing is like ... 无论开始时有多少绝妙的主意,我一直觉得团队的合作就像是 When I was a young kid,
So it's hard to explain, and it's certainly not the result of one person. 这很难解释,但显然这并不是某个人的成就 I mean people like symbols, so I am the symbol of certain things. 人们喜欢偶象,大家只关注我 But it's rea
and they don't want to work with being C players, so they become self-policing, they only want to hire more A players. 他们会不愿再与平庸者合作,只招聘一样优秀的人 So you built up these pockets of A players and itpropagates, 所以
I... you know, when you get really good people, they know they are really good, 要知道与优秀、自信的人合作 and you don't have to baby people's ego so much, 不用太在乎他们的自尊 and what really matters is the work, that everybod
So how and why did Apple get into desktop publishing, which will become Mac's killer-app? 苹果为什么研发桌面排版?它是Mac最受欢迎的应用。 I don't know if you know this, but we got the first Canon laser printer engine shipped to
It lost that distinction to HP about 3 or 4 years after I left, unfortunately, but when I left it was the largest printer company in the world. 只过了三四年惠普就追上来了,真可惜 Did you envision desktop publishing, was that a no-bra
So there were competing visions for the company? 你们对公司的发展有不同的看法? Oh clearly well... not so much competing visions for the company. Because I don't think John had a vision for the company. 是,也不是,因为John根本
Siberia. 像是流放西伯利亚。 Yeah, It would have been far more smarter for Apple to sort of let me work on the next 是的,他们完全可以让我留下继续工作 I volunteered why not I start research division, you know give me a few mi
But it was... what happened was the ...understanding of how to move these things forward, and how to create these new products, somehow evaporated, 他们不懂如何利用新技术,不懂如何创造新产品 and I think a lot of good people stuck
And much to Bill and Microsoft's credit they used that fantastic opportunity to create more opportunities for themselves. 比尔和微软抓住了机会,创造成了更多机会 Most people don't remember but until 1984 with the Mac, Microsoft was
Their products have no spirit to them. Their products have no... sort of spirit of enlightenment about them. 他们的产品没有灵魂和魅力 They are very pedestrian. 太过平庸 And the sad part is that most customers don't have a lot of that
Steve: You don't really want to hear about NeXT, do you? Steve: 你大概没兴趣听我聊NeXT吧? Yes, I do. 我想听。 You do? Okay, well... maybe the best things take so much time, I just tell you what NeXT is today. 好吧。我直接说NeXT目
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