《名人传记》之乔布斯亿万富豪嬉皮士

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 如果科技控制了人性 那它就是不好的

and technology that they can push in their own direction they think is good.

但如果科技能以人为本 它就是好的

While he was still at school,

乔布斯还在念书的时候

Jobs worked at one of the big computer companies near his home in Silicon Valley.

曾在硅谷的一家大型计算机企业工作

And he made a friend who would shape his destiny.

就在这时 他遇见了一位改变了他命运的朋友

We talked about electronics. I said, "I design computers.

谈到电子学时 我对他说 我会设计电脑

"I can, you know, do any of them." He had worked at Hewlett Packard

什么电脑我都能做出来 而他自己那时正在惠普公司工作

and built himself what's called a frequency counter.

还自己做了台频率计数器

So we hit it off.

就这样 我们一拍即合

Despite his hippy outlook, Jobs had a ruthless streak.

尽管是个嬉皮士 乔布斯也有他残酷的一面

He was asked by the fledgling computer company Atari

他曾受一家新兴的电脑公司雅达利的邀请

to design a new Breakout game.

去设计一款打砖块电脑游戏

Jobs asked Wozniak to do it in just four days,

乔布斯只给了Wozniak四天的时间

telling his friend they would share the fee.

并告诉他 他们将平分报酬

He presented it like we were splitting the money 50/50,

他当时的意思是五五分成

but actually, it was, you know, probably a different story.

但事实却完全不是这样

Wozniak worked round the clock to deliver the goods

Wozniak夜以继日 终于完成了任务

but later discovered Jobs had paid him considerably less

但乔布斯最后付给他的钱

than half the sum he had received from Atari.

却远远少于他之前所承诺的二分之一

You didn't think, "I can't trust this guy"?

你就没想过 "我不能相信这家伙"吗？

or "He's a bit too sharp for me"?

或者说 "他对我来说太精明了"？

Steve could have just said,

史蒂夫完全可以直截了当地告诉我

I need money to buy into this commune up in Oregon.

他需要这笔钱去支付俄勒冈公社的费用

Have you never harboured any bitterness that he might have?

你记恨他吗？

I don't harbour bitterness.

我不记恨谁

Even if somebody just did that right to my face, I would not harbour bitterness.

就算有人当面这么对我 我也不会心怀怨恨

But I would acknowledge the truth. Um, I did cry.

但我承认 为这事我的确哭过

I cried, you know, quite a bit, actually, when I read it in a book.

其实在书里读到这里的时候 我哭得挺伤心

The seed of Apple were sow when Wozniak introduced Jobs

当Wozniak把他带到一个地下DIY科技爱好者组织时

to a subterranean world of DIY technology enthusiasts.

创建苹果公司的想法在乔布斯心中萌芽了

《乔布斯传》第十三章 制造Mac 70

CHAPTER THIRTEEN第十三章

BUILDING THE MAC

制造Mac

The Journey Is the Reward

过程就是奖励

Competition

竞争

When IBM introduced its personal computer in August 1981, Jobs had his team buy one and dissect it. Their consensus was that it sucked. Chris Espinosa called it “a half-assed, hackneyed attempt,” and there was some truth to that. It used old-fashioned command-line prompts and didn’t support bitmapped graphical displays. Apple became cocky, not realizing that corporate technology managers might feel more comfortable buying from an established company like IBM rather than one named after a piece of fruit. Bill Gates happened to be visiting Apple headquarters for a meeting on the day the IBM PC was announced. “They didn’t seem to care,” he said. “It took them a year to realize what had happened.”

1981年8月，IBM推出了他们的个人电脑，乔布斯让自己的团队买了一台并进行了详细的分析。大家一致认为这是个很糟糕的产品，克里斯·埃斯皮诺萨称其“性能低下、毫无创新”，这话不无道理。它使用的是过时的命令行提示符，屏幕也只能显示字符，而不是图形界面的位图显示。苹果的员工显得过于自信了，他们没有意识到，企业的技术经理也许更愿意从IBM这样的老牌企业购买产品，而不是他们这家以水果命名的公司。IBM发布个人电脑的那天，比尔·盖茨恰巧在苹果公司的总部参加一场会议。“他们看上去根本不在意，”他说，“他们用了一年时间才意识到发生了什么。”

Reflecting its cheeky confidence, Apple took out a full-page ad in the Wall Street Journal with the headline “Welcome, IBM. Seriously.” It cleverly positioned the upcoming computer battle as a two-way contest between the spunky and rebellious Apple and the establishment Goliath IBM, conveniently relegating to irrelevance companies such as Commodore, Tandy, and Osborne that were doing just as well as Apple.

有一件事情表现出了苹果公司狂妄的自信：他们在《华尔街日报》上刊登了一幅整版广告，标题是：“欢迎你，IBM。真的欢迎。”它把即将来临的电脑产业大战定位成了两家公司之间的竞争：生气蓬勃而又叛逆的苹果和老牌巨头IBM。而当时和苹果公司表现同样出色的康懋达公司、坦迪公司（Tandy）以及奥斯本，则被归入了“不相干公司”的行列。

Throughout his career, Jobs liked to see himself as an enlightened rebel pitted against evil empires, a Jedi warrior or Buddhist samurai fighting the forces of darkness. IBM was his perfect foil. He cleverly cast the upcoming battle not as a mere business competition, but as a spiritual struggle. “If, for some reason, we make some giant mistakes and IBM wins, my personal feeling is that we are going to enter sort of a computer Dark Ages for about twenty years,” he told an interviewer. “Once IBM gains control of a market sector, they almost always stop innovation.” Even thirty years later, reflecting back on the competition, Jobs cast it as a holy crusade: “IBM was essentially Microsoft at its worst. They were not a force for innovation; they were a force for evil. They were like ATT or Microsoft or Google is.”

乔布斯在整个职业生涯中，都喜欢把自己看做对抗邪恶帝国的反抗者，一名与黑暗力量作斗争的绝地战士或是佛教武士。IBM是他的完美陪衬。乔布斯把即将到来的产业战争看做商业竞争和精神较量的结合体。“如果因为某个原因，我们犯下了巨大的错误，赢了我们，那我个人的感觉就是，我们将进入计算机领域长达20年的黑暗时代。”他告诉一个采访者，“一旦IBM控制了市场，他们几乎总是会停止创新。”即使30年后的现在，在回顾那场竞争时，乔布斯还是把它当做神圣的改革运动：“IBM本质上就是最差状态下的微软公司。他们不是创新的力量，而是邪恶的力量。IBM就像AT&T、微软或者谷歌一样。”

Unfortunately for Apple, Jobs also took aim at another perceived competitor to his Macintosh: the company’s own Lisa. Partly it was psychological. He had been ousted from that group, and now he wanted to beat it. He also saw healthy rivalry as a way to motivate his troops. That’s why he bet John Couch $5,000 that the Mac would ship before the Lisa. The problem was that the rivalry became unhealthy. Jobs repeatedly portrayed his band of engineers as the cool kids on the block, in contrast to the plodding HP engineer types working on the Lisa.

对于苹果公司来说不幸的是，乔布斯还将矛头对准了麦金塔的另一个竞争对手：苹果公司自家生产的丽萨。这么做一定程度上是心理原因。他曾经遭到过丽萨项目的驱逐，现在他要打败它。乔布斯还认为，良性的竞争也是一种激励下属的方法。正因如此，他才跟约翰·库奇打赌5000美元，赌Mac会在丽萨之前上市。问题是，竞争逐渐变成了恶性的。乔布斯总是把自己手下的一帮工程师描绘成酷小孩，与丽萨团队那群惠普工程师风格的无趣之人形成了鲜明对照。

More substantively, when he moved away from Jef Raskin’s plan for an inexpensive and underpowered portable appliance and reconceived the Mac as a desktop machine with a graphical user interface, it became a scaled-down version of the Lisa that would likely undercut it in the marketplace.

更实质性的问题是，他当初放弃了杰夫·拉斯金生产廉价、低性能便携电脑的计划，将Mac重新定义为拥有图形用户界面的台式机，这样一来“狀就成为了小尺寸版本的丽萨，很有可能削弱丽萨的市场影响力。当乔布斯敦促伯勒尔·史密斯围绕摩托罗拉68000微处理器来设计Mac，并让Mac的运行速度超过了丽萨时，这一点显得愈加真实。

Larry Tesler, who managed application software for the Lisa, realized that it would be important to design both machines to use many of the same software programs. So to broker peace, he arranged for Smith and Hertzfeld to come to the Lisa work space and demonstrate the Mac prototype. Twenty-five engineers showed up and were listening politely when, halfway into the presentation, the door burst open. It was Rich Page, a volatile engineer who was responsible for much of the Lisa’s design. “The Macintosh is going to destroy the Lisa!” he shouted. “The Macintosh is going to ruin Apple!” Neither Smith nor Hertzfeld responded, so Page continued his rant. “Jobs wants to destroy Lisa because we wouldn’t let him control it,” he said, looking as if he were about to cry. “Nobody’s going to buy a Lisa because they know the Mac is coming! But you don’t care!” He stormed out of the room and slammed the door, but a moment later he barged back in briefly. “I know it’s not your fault,” he said to Smith and Hertzfeld. “Steve Jobs is the problem. Tell Steve that he’s destroying Apple!”

负责管理丽萨电脑应用软件的拉里·特斯勒意识到了一件很重要的事情，就是让许多软件在两款机器上都能使用。于是，为了促成两个团队间的和平，他安排史密斯和赫茨菲尔德来到了丽萨的工作区，展示一下Mac的样机。25名工程师聚到了一起，正当大家在认真聆听、演示进行到一半的时候，门被猛然推开了。冲进来的是里奇·佩奇（RichPage）,他负责丽萨的大部分设计工作，是一个反复无常的工程师。“麦金塔会毁了丽萨的！”他吼道，“麦金塔也会毁了苹果公司！”史密斯和赫茨菲尔德都没有作出回应，于是佩奇继续咆哮：“乔布斯想要毁了丽萨，就因为我们没让他来管，”他说着，好像要哭出来一样：“没人会买丽萨的，因为大家都知道Mac就要问世了！但你们根本不在乎！”他冲出房间，砰地关上了门，但过了一会儿又闯了进来。“我知道这不是你们的错，”他对史密斯和赫茨菲尔德说，“史蒂夫·乔布斯才是问题所在，告诉史蒂夫，他正在毁掉苹果公司！”

Jobs did indeed make the Macintosh into a low-cost competitor to the Lisa, one with incompatible software. Making matters worse was that neither machine was compatible with the Apple II. With no one in overall charge at Apple, there was no chance of keeping Jobs in harness.

乔布斯的确把麦金塔变成了丽萨的低价竞争者，并且使用的是丽萨不能兼容的软件。更糟糕的是，这两款机器与AppleII都不兼容。苹果没有人全面管理公司，也就没有人能管得住乔布斯。