《名人传记》之史蒂夫·乔布斯传 05

Calligraphy is the artful and visual expression of communication.Take Garamond, for example.A typeface specifically designed to make the very act of reading more natural.

书法是一种把艺术和视觉结合的表现形式，比如说Garamond字体。特殊的字体设计是为了让每一种阅读体验，更加的自然。

Computers are inherently designed to make your lives easier.Theoretically there's no limit to what computers can do.

电脑之所以被发明 是为了让人们的生活更容易，理论上讲 没有什么是电脑做不到的。

It is not who you were at birth that matters but what you do with the time you are given.

你出生时是谁 并不重要，重要的是 你在有生之年做了什么。

The moment of your death is fixed.Life is but a journey to serenity, to its completion.Be as simple as you can be.You'll be astonished to see how uncomplicated and happy your life can become.

人生苦短，在生命的终点 一切将归于平静，简单地做好自己，你会惊奇地发现生活变得简单而且快乐。

I don't even know what I'm gonna do when I go back home.

我不知道我回家了要做什么

What about you?What are you gonna do when you get back to The Valley?

你呢?回到矽谷后你想做什么?

Steve?Steve? You okay?

史蒂夫?史蒂夫? 你还好吗?

No. No, no! No. It's still black and white.People want color.

不 不 不! 这还是黑白两色的，老百姓想要彩色的。

Pong didn't have color. So?Let's do something better.It can't do color.

这产品过去一直没有彩色的 那么?让我们把产品做得更好一点点，这东西没办法做成彩色的。

Says who?Okay, you refuse to do anything that vaguely escapes your comfort zone.

谁说的?好 你不愿意做任何努力，稍微困难一点的事情你就放弃

You're not even my boss.

你又不是我老板

Well, I damn sure should be.

呃 我觉得我应该做你的老板

Hey. Jobs!What're you doing, Steve?

嘿 乔布斯!你在干嘛呢 史蒂夫?

He's an idiot.You know, and half the people around here don't know how to design shit.

他就是个蠢货。你们知道的 这屋子里一半的人根本不懂设计产品

《乔布斯传》第二十二章 再度降临 150

Apple Falling

苹果坠落

For a few years after Jobs was ousted, Apple was able to coast comfortably with a high profit margin based on its temporary dominance in desktop publishing. Feeling like a genius back in 1987, John Sculley had made a series of proclamations that nowadays sound embarrassing. Jobs wanted Apple “to become a wonderful consumer products company,” Sculley wrote. “This was a lunatic plan. . . . Apple would never be a consumer products company. . . . We couldn’t bend reality to all our dreams of changing the world. . . . High tech could not be designed and sold as a consumer product.”

在乔布斯出局后的几年，苹果公司由于暂时统领桌面排版系统，还可以舒服地享受很髙的利润率。当时自我感觉有如天才的约翰·斯卡利，于1987年发表了一系列今天看起来颇为尷尬的宣言。乔布斯希望苹果“成为一家出色的消费品公司”，斯卡利写道，“这是个愚蠢的计划……苹果永远不会是一家消费品公司……我们不能因为我们改变世界的梦想就扭曲现实……高科技不能作为消费品去设计和销售”。

　　Jobs was appalled, and he became angry and contemptuous as Sculley presided over a steady decline in market share for Apple in the early 1990s. “Sculley destroyed Apple by bringing in corrupt people and corrupt values,” Jobs later lamented. “They cared about

　　 乔布斯格外震惊。20世纪90年代初，苹果在斯卡利的领导下市场份额和收入持续下降，他对斯卡利的愤怒和蔑视也与日俱增。“斯卡利引进下三滥的人和下三滥的价值观，把苹果给毁了。”乔布斯后来悲叹，“他们只在乎如何赚钱——主要为他们自己，同时也为苹果——而不在乎如何制造出色的产品。”乔布斯感觉斯卡利对利润的追逐是以牺性市场份额为代价的。“麦金塔之所以输给微软，是因为斯卡利坚持榨取每一分利润，而不是努力改进产品和降低价格。”making money—for themselves mainly, and also for Apple—rather than making great products.” He felt that Sculley’s drive for profits came at the expense of gai

ning market share. “Macintosh lost to Microsoft because Sculley insisted on milking all the profits he could get rather than improving the product and making it affordable.” As a result, the profits eventually disappeared.

　　It had taken Microsoft a few years to replicate Macintosh’s graphical user interface, but by 1990 it had come out with Windows 3.0, which began the company’s march to dominance in the desktop market. Windows 95, which was released in 1995, became the most successful operating system ever, and Macintosh sales began to collapse. “Microsoft simply ripped off what other people did,” Jobs later said. “Apple deserved it. After I left, it didn’t invent anything new. The Mac hardly improved. It was a sitting duck for Microsoft.”