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As would become his standard practice,
喬布斯和媒體打交道已經有了自己的標準做法，
Jobs offered to provide "exclusive" interviews to anointed publications in return for their promising to put the story on the cover.
他給自己欽點的媒體提供“獨家”采訪，但條件是把關于他的報道放在封面。
This time he went one "exclusive" too far, though it didn't really hurt.
不過，這一次他的“獨家”手段太過分了，雖然并沒有造成真正的傷害。
He agreed to a request from Business Week's Katie Hafner for exclusive access to him before the launch,
他在產品發布之前，答應了《商業周刊》的凱蒂·哈夫納獨家專訪的請求；
but he also made a similar deal with Newsweek and then with Fortune.
他也和《新聞周刊》和《財富》雜志達成了同樣的協議。
What he didn't consider was that one of Fortune's top editors, Susan Fraker,
但是，他沒想到的是，《財富》雜志的高級編輯蘇珊·弗雷克
was married to Newsweek's editor Maynard Parker.
和《新聞周刊》的梅納德·帕克是夫妻。
At the Fortune story conference, when they were talking excitedly about their exclusive,
在《財富》的選題會上，當人們正興沖沖地談論喬布斯的獨家新聞時，
Fraker mentioned that she happened to know that Newsweek had also been promised an exclusive,
弗雷克不安地開口了，說自己碰巧了解到《新聞周刊》也拿到了喬布斯的獨家承諾，
and it would be coming out a few days before Fortune.
而且將會比《財富》雜志的報道提前幾天出來。
So Jobs ended up that week on only two magazine covers.
結果，喬布斯只上了兩家雜志的封面。
Newsweek used the cover line "Mr. Chips" and showed him leaning on a beautiful NeXT,
新聞周刊》稱他為“芯片先生”，并刊出了一張他俯身靠近美麗的NeXT電腦的圖片，
which it proclaimed to be "the most exciting machine in years."
并宣稱這是“數年內最激動人心的機器”。
Business Week showed him looking angelic in a dark suit, fingertips pressed together like a preacher or professor.
《商業周刊》放了一張喬布斯身著深色西服的照片，他看上去像個天使，十指相扣如同傳教士和教授那樣。
But Hafner pointedly reported on the manipulation that surrounded her exclusive.
但是，哈夫納尖銳地報道了關于喬布斯對獨家新聞的操縱。
"NeXT carefully parceled out interviews with its staff and suppliers, monitoring them with a censor's eye," she wrote.
“NeXT謹慎地分配著媒體對員工和供應商的采訪，通過審查來控制采訪報道的內容，”她寫道，
"That strategy worked, but at a price:
“這個策略奏效，伹也付出了代價
Such maneuvering—self-serving and relentless—displayed the side of Steve Jobs that so hurt him at Apple.
這種行為顯示出史蒂夫·喬布斯自利和無情的一面，也正是這點讓他在蘋果深受傷害。
The trait that most stands out is Jobs's need to control events."
喬布斯最突出的特征就是需要控制權。”
