評(píng)論
打印
Competition
競爭
When IBM introduced its personal computer in August 1981, Jobs had his team buy one and dissect it.
1981年8月，IBM推出了他們的個(gè)人電腦，喬布斯讓自己的團(tuán)隊(duì)買了一臺(tái)并進(jìn)行了詳細(xì)的分析。
Their consensus was that it sucked.
大家一致認(rèn)為這是個(gè)很糟糕的產(chǎn)品，
Chris Espinosa called it "a half-assed, hackneyed attempt," and there was some truth to that.
克里斯·埃斯皮諾薩稱其“性能低下、毫無創(chuàng)新”，這話不無道理。
It used old-fashioned command-line prompts and didn't support bitmapped graphical displays.
它使用的是過時(shí)的命令行提示符，屏幕也只能顯示字符，而不是圖形界面的位圖顯示。
Apple became cocky, not realizing that
蘋果的員工顯得過于自信了，他們沒有意識(shí)到，
corporate technology managers might feel more comfortable buying from an established company like IBM
企業(yè)的技術(shù)經(jīng)理也許更愿意從KM這樣的老牌企業(yè)購買產(chǎn)品，
rather than one named after a piece of fruit.
而不是他們這家以水果命名的公司。
Bill Gates happened to be visiting Apple headquarters for a meeting on the day the IBM PC was announced.
IBM發(fā)布個(gè)人電腦的那天，比爾·蓋茨恰巧在蘋果公司的總部參加一場會(huì)議。
"They didn't seem to care," he said.
“他們看上去根本不在意，”他說，
"It took them a year to realize what had happened."
“他們用了一年時(shí)間才意識(shí)到發(fā)生了什么。”
Reflecting its cheeky confidence,
有一件事情表現(xiàn)出了蘋果公司狂妄的自信：
Apple took out a full-page ad in the Wall Street Journal with the headline "Welcome, IBM. Seriously."
他們?cè)凇度A爾街日?qǐng)?bào)》上刊登了一幅整版廣告，標(biāo)題是：“歡迎你，IBM。真的歡迎?！?/div>
It cleverly positioned the upcoming computer battle as a two-way contest
它把即將來臨的電腦產(chǎn)業(yè)大戰(zhàn)定位成了兩家公司之間的競爭：
between the spunky and rebellious Apple and the establishment Goliath IBM,
生氣蓬勃而又叛逆的蘋果和老牌巨頭IBM。
conveniently relegating to irrelevance companies such as Commodore, Tandy, and Osborne that were doing just as well as Apple.
而當(dāng)時(shí)和蘋果公司表現(xiàn)同樣出色的康懋達(dá)公司、坦迪公司以及奧斯本，則被歸入了 “不相干公司”的行列。
Throughout his career, Jobs liked to see himself as an enlightened rebel pitted against evil empires,
喬布斯在整個(gè)職業(yè)生涯中，都喜歡把自己看做對(duì)抗邪惡帝國的反抗者，
a Jedi warrior or Buddhist samurai fighting the forces of darkness.
一名與黑暗力量作斗爭的絕地戰(zhàn)士或是佛教武士。
IBM was his perfect foil.
IBM是他的完美陪襯。
He cleverly cast the upcoming battle not as a mere business competition, but as a spiritual struggle.
喬布斯把即將到來的產(chǎn)業(yè)戰(zhàn)爭看做商業(yè)競爭和精神較量的結(jié)合體。
"If, for some reason, we make some giant mistakes and IBM wins,
“如果因?yàn)槟硞€(gè)原因，我們犯下了巨大的錯(cuò)誤，IBM贏了我們，
my personal feeling is that we are going to enter sort of a computer Dark Ages for about twenty years," he told an interviewer.
那我個(gè)人的感覺就是，我們將進(jìn)入計(jì)算機(jī)領(lǐng)域長達(dá)20年的黑暗時(shí)代?！彼嬖V一個(gè)采訪者，
"Once IBM gains control of a market sector, they almost always stop innovation."
“一旦IBM控制了市場，他們幾乎總是會(huì)停止創(chuàng)新?！?/div>
Even thirty years later, reflecting back on the competition, Jobs cast it as a holy crusade:
即使30年后的現(xiàn)在，在回顧那場競爭時(shí)，喬布斯還是把它當(dāng)做神圣的改革運(yùn)動(dòng)：
"IBM was essentially Microsoft at its worst.
“IBM本質(zhì)上就是最差狀態(tài)下的微軟公司。
They were not a force for innovation; they were a force for evil.
他們不是創(chuàng)新的力量，而是邪惡的力量。
They were like ATT or Microsoft or Google is."
IBM就像AT&T、微軟或者谷歌一樣?！?/p>
| 重點(diǎn)單詞 | 查看全部解釋 | |||
| consensus | [kən'sensəs] |
想一想再看 n. 共識(shí)，一致，合意 |
聯(lián)想記憶 | |
| hackneyed | ['hæknid] |
想一想再看 adj. 不新奇的，常見的，陳腐的 動(dòng)詞hackney的 |
||
| established | [is'tæbliʃt] |
想一想再看 adj. 已被確認(rèn)的，確定的，建立的，制定的 動(dòng)詞est |
||
| corporate | ['kɔ:pərit] |
想一想再看 adj. 社團(tuán)的，法人的，共同的，全體的 |
聯(lián)想記憶 | |
| foil | [fɔil] |
想一想再看 n. 箔，箔紙，陪襯物，（擊劍運(yùn)動(dòng)用的）花劍， 鈍頭劍< |
聯(lián)想記憶 | |
| dissect | [di'sekt] |
想一想再看 v. 解剖，切細(xì)，仔細(xì)研究，詳細(xì)分析 |
聯(lián)想記憶 | |
| essentially | [i'senʃəli] |
想一想再看 adv. 本質(zhì)上，本來 |
||
| confidence | ['kɔnfidəns] |
想一想再看 adj. 騙得信任的 |
聯(lián)想記憶 | |
| rebel | ['rebəl] |
想一想再看 n. 叛徒，起義者，反叛者 |
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| competition | [kɔmpi'tiʃən] |
想一想再看 n. 比賽，競爭，競賽 |
