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In July 2011, a decade after the first ones opened, there were 326 Apple stores.
2011年，第一批蘋果零售店開業10年之后，全世界已經有317家蘋果零售店。
The biggest was in London's Covent Garden, the tallest in Tokyo's Ginza.
最大的店在倫敦的科芬園，最高的店在東京的銀座。
The average annual revenue per store was $34 million, and the total net sales in fiscal 2010 were $9.8 billion.
每家店的平均收入是3400萬美元，2010財年的凈銷售總額是98億美元。
But the stores did even more. They directly accounted for only 15% of Apple's revenue,
但是零售店的貢獻還不僅僅是這一點。零售店為蘋果公司貢獻的收入僅占15%，
but by creating buzz and brand awareness they indirectly helped boost everything the company did.
但它們在制造話題和提髙品牌認知度這些方面作出了間接的貢獻，提升了整個公司的業務。
Even as he was fighting the effects of cancer in 2011, Jobs spent time envisioning future store projects,
2011年，即使在與癌癥作斗爭時，喬布斯也仍然在花時間設想未來的店鋪規劃，
such as the one he wanted to build in New York City's Grand Central Terminal.
比如他想在紐約中央車站建造一家。
One afternoon he showed me a picture of the Fifth Avenue store and pointed to the eighteen pieces of glass on each side.
一天下午，他向我展示了一張第五大道店的照片，并指著兩邊各18塊玻璃的外墻。
"This was state of the art in glass technology at the time," he said.
他說道：“這是當時流行的玻璃技術。
"We had to build our own autoclaves to make the glass."
但我們必須自己制造高壓玻璃脫泡機?！?/div>
Then he pulled out a drawing in which the eighteen panes were replaced by four huge panes.
然后，他拿出一張圖紙，上面的18塊玻璃已經變成了4大塊巨大的玻璃。
That is what he wanted to do next, he said.
他說這是他下一步要做的。
Once again, it was a challenge at the intersection of aesthetics and technology.
這是對美學與技術結合的又一次挑戰。
"If we wanted to do it with our current technology, we would have to make the cube a foot shorter," he said.
他說：“用現在的技術，我們不得不讓這個立方體外形矮一英尺。
"And I didn't want to do that. So we have to build some new autoclaves in China."
但是我不想這樣做，所以我們必須在中國造一些新的玻璃脫泡機?！?/div>
Ron Johnson was not thrilled by the idea.
羅恩·約翰遜對這個提議并不感興趣。
He thought the eighteen panes actually looked better than four panes would.
他認為18塊玻璃比4塊玻璃要好看些。
"The proportions we have today work magically with the colonnade of the GM Building," he said.
他說：“這家店鋪的外觀比例剛好和通用汽車大樓的柱廊協調一致。
"It glitters like a jewel box. I think if we get the glass too transparent, it will almost go away to a fault."
它像一個珠寶盒那樣熠熠閃光。我認為如果玻璃的透明度太高，也會成為一個錯誤?！?/div>
He debated the point with Jobs, but to no avail.
他為此和喬布斯爭辯，但沒有用。
"When technology enables something new, he wants to take advantage of that," said Johnson.
約翰遜還說：“一旦技術有了新突破，他就要利用起來。
"Plus, for Steve, less is always more, simpler is always better.
而且，對史蒂夫來說，‘少’永遠意味著‘多’，越簡單越好。
Therefore, if you can build a glass box with fewer elements, it's better, it's simpler, and it's at the forefront of technology.
所以，最好就是能用更少的元素搭建起一個玻璃屋，不但更加簡約，而且是站在技術的前沿。
That's where Steve likes to be, in both his products and his stores."
這就是史蒂夫最喜歡做的，無論是對于他的產品還是對于他的零售店?！?/p>
| 重點單詞 | 查看全部解釋 | |||
| fiscal | ['fiskəl] |
想一想再看 adj. 財政的，國庫的 |
聯想記憶 | |
| cube | [kju:b] |
想一想再看 n. 立方體，立方 |
||
| transparent | [træns'perənt] |
想一想再看 adj. 透明的，明顯的，清晰的 |
聯想記憶 | |
| indirectly | [.indi'rektli] |
想一想再看 adv. 間接地 |
||
| aesthetics | [i:s'θetiks] |
想一想再看 n. 美學，審美學 |
聯想記憶 | |
| awareness | [ə'wɛənis] |
想一想再看 n. 認識，意識，了解 |
聯想記憶 | |
| advantage | [əd'vɑ:ntidʒ] |
想一想再看 n. 優勢，有利條件 |
聯想記憶 | |
| boost | [bu:st] |
想一想再看 vt. 推進，提高，增加 |
聯想記憶 | |
| terminal | ['tə:minl] |
想一想再看 n. 終端機，終點，終點站，末端 |
聯想記憶 | |
| decade | ['dekeid] |
想一想再看 n. 十年 |
聯想記憶 |
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