Apple Is Born
Now that they had decided to start a business, they needed a name.
Jobs had gone for another visit to the All One Farm,
where he had been pruning the Gravenstein apple trees, and Wozniak picked him up at the airport.
On the ride down to Los Altos, they bandied around options.
They considered some typical tech words, such as Matrix, and some neologisms,
such as Executek, and some straightforward boring names, like Personal Computers Inc.
The deadline for deciding was the next day, when Jobs wanted to start filing the papers.
Finally Jobs proposed Apple Computer.
"I was on one of my fruitarian diets," he explained.
"I had just come back from the apple farm.
It sounded fun, spirited, and not intimidating.
Apple took the edge off the word 'computer.'
Plus, it would get us ahead of Atari in the phone book."
He told Wozniak that if a better name did not hit them by the next afternoon, they would just stick with Apple.
And they did. Apple.
It was a smart choice.
The word instantly signaled friendliness and simplicity.
It managed to be both slightly off-beat and as normal as a slice of pie.
There was a whiff of counterculture, back-to-nature earthiness to it, yet nothing could be more American.
And the two words together—Apple Computer—provided an amusing disjuncture.
"It doesn't quite make sense," said Mike Markkula,
who soon thereafter became the first chairman of the new company.
"So it forces your brain to dwell on it.
Apple and computers, that doesn't go together!
So it helped us grow brand awareness."
Wozniak was not yet ready to commit full-time.
He was an HP company man at heart, or so he thought, and he wanted to keep his day job there.
Jobs realized he needed an ally to help corral Wozniak and adjudicate if there was a disagreement.
So he enlisted his friend Ron Wayne, the middle-aged engineer at Atari who had once started a slot machine company.
Wayne knew that it would not be easy to make Wozniak quit HP, nor was it necessary right away.
Instead the key was to convince him that his computer designs would be owned by the Apple partnership.
"Woz had a parental attitude toward the circuits he developed,
and he wanted to be able to use them in other applications or let HP use them," Wayne said.
"Jobs and I realized that these circuits would be the core of Apple.
We spent two hours in a roundtable discussion at my apartment, and I was able to get Woz to accept this."
1.pick sb up 接某人；结识；中途搭乘
例句：The police picked him up in a small cafe .
2.bandy around 散播；议论
例句：Many people bandy around the suggestion that a person should drink eight 8-ounce glasses of water each and every day.
3.take the edge off 挫伤锐气；缓一缓；使钝减弱挫其锐气
例句：Some babies prefer a little formula first to take the edge off their hunger.
4.a whiff of 一点；一些
例句：Indeed, there is a whiff of Dubai about the Chinese property market at the moment.