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Apple Is Born
蘋果誕生了
Now that they had decided to start a business, they needed a name.
既然決定開公司了，就要給公司起個名字。
Jobs had gone for another visit to the All One Farm,
喬布斯之前又去了一次團結農場，
where he had been pruning the Gravenstein apple trees, and Wozniak picked him up at the airport.
在那里給格拉文施泰因蘋果樹剪了枝，沃茲去機場接他。
On the ride down to Los Altos, they bandied around options.
在回洛斯阿爾托斯的路上，兩人討論了好幾個名字。
They considered some typical tech words, such as Matrix, and some neologisms,
他們考慮過一些典型的技術詞匯，比如“矩陣”;
such as Executek, and some straightforward boring names, like Personal Computers Inc.
或者自己創一個新詞，像 “Executek”，又或者干脆用個直白又無趣的名字，比方說“個人電腦股份有限公司”
The deadline for deciding was the next day, when Jobs wanted to start filing the papers.
決定名字的截止日期是第二天，因為喬布斯準備遞交申請文件了。
Finally Jobs proposed Apple Computer.
最后，喬布斯提議叫“蘋果電腦公司”
"I was on one of my fruitarian diets," he explained.
“我那段時間正在吃水果餐，”他解釋說，
"I had just come back from the apple farm.
“我剛剛從一個蘋果農場回來。
It sounded fun, spirited, and not intimidating.
這名字聽上去有意思，有活力，不嚇人。
Apple took the edge off the word 'computer.'
'蘋果'削弱了'電腦'這個詞的銳氣。
Plus, it would get us ahead of Atari in the phone book."
還有，這能讓我們在電話簿上排在雅達利之前。”
He told Wozniak that if a better name did not hit them by the next afternoon, they would just stick with Apple.
他告訴沃茲，如果到第二天下午還想不到更好的名字，那就用“蘋果 ”。
And they did. Apple.
他們真的用了。“蘋果”
It was a smart choice.
這是個明智的選擇。
The word instantly signaled friendliness and simplicity.
這個詞立刻釋放出友好而簡潔的信號。
It managed to be both slightly off-beat and as normal as a slice of pie.
這個名字既有一點兒標新立異，又不會讓人覺得古怪。
There was a whiff of counterculture, back-to-nature earthiness to it, yet nothing could be more American.
名字里帶有一點點反主流文化、返璞歸真的氣息，又十分美國化。
And the two words together—Apple Computer—provided an amusing disjuncture.
這兩個詞放在一起--蘋果電腦--制造了一種有趣的分裂感。
"It doesn't quite make sense," said Mike Markkula,
“這個名字有點兒無厘頭，”邁克• •馬庫拉說，
who soon thereafter became the first chairman of the new company.
他后來成了這家新公司的第一任董事長，
"So it forces your brain to dwell on it.
“它會讓你仔細回味。
Apple and computers, that doesn't go together!
蘋果和電腦，這兩者根本扯不上關系啊！
So it helped us grow brand awareness."
如此一來，就增加了我們的品牌知名度。”
Wozniak was not yet ready to commit full-time.
沃茲尼亞克還沒有準備好全身心加入蘋果。
He was an HP company man at heart, or so he thought, and he wanted to keep his day job there.
他骨子里還是個惠普的人，至少他是這么想的，他還想保留自己在那兒的工作。
Jobs realized he needed an ally to help corral Wozniak and adjudicate if there was a disagreement.
喬布斯意識到，自己需要一個盟友，一來是要幫助說服沃茲，二來是在自己和沃茲有意見分歧的時候打破僵局。
So he enlisted his friend Ron Wayne, the middle-aged engineer at Atari who had once started a slot machine company.
所以他請來了朋友羅恩·韋恩，雅達利那個曾經開過老虎機公司的中年工程師。
Wayne knew that it would not be easy to make Wozniak quit HP, nor was it necessary right away.
韋恩知道，要讓沃茲尼亞克離開惠普很困難，當下也沒有必要讓他離開那兒。
Instead the key was to convince him that his computer designs would be owned by the Apple partnership.
當前的關鍵問題是說服他將他的電腦設計歸為蘋果公司所有。
"Woz had a parental attitude toward the circuits he developed,
“沃茲對自己設計的電路有一種家長情結，
and he wanted to be able to use them in other applications or let HP use them," Wayne said.
他希望這些電路能有其他應用，或者讓惠普也可以使用，”韋恩說，
"Jobs and I realized that these circuits would be the core of Apple.
“喬布斯和我意識到，這些電路將會是蘋果公司的核心。
We spent two hours in a roundtable discussion at my apartment, and I was able to get Woz to accept this."
我們在我的公寓里討論了兩個小時，終于讓沃茲接受了這個條件。”
