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《名人傳記》之喬布斯遺失的訪談7:從“藍盒子”到個人電腦

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Steve Jobs, similarly, did not embrace the notion that Wozniak’s creations, be it a Blue Box or a computer, wanted to be free. So he convinced Wozniak to stop giving away copies of his schematics. Most people didn’t have time to build it themselves anyway, Jobs argued. “Why don’t we build and sell printed circuit boards to them?” It was an example of their symbiosis. “Every time I’d design something great, Steve would find a way to make money for us,” said Wozniak. Wozniak admitted that he would have never thought of doing that on his own. “It never crossed my mind to sell computers. It was Steve who said, ‘Let’s hold them in the air and sell a few.’”

與蓋茨類似,史蒂夫·喬布斯也不希望沃茲尼亞克的發明——不管是藍盒子還是電腦——是免費的。所以他說服了沃茲,讓他不要再免費送出他的設計原理圖。反正大多數人也沒時間來自己搭一臺電腦,這是喬布斯的理由?!拔覀優槭裁床蛔龊糜∷㈦娐钒迦缓筚u給他們呢?”這就是他們合作關系的一個寫照?!懊看挝以O計出一樣很棒的東西,史蒂夫就會找到辦法為我們賺到錢。”沃茲說。他承認,他自己絕不會有賺錢的想法。“我心里從沒有想過要賣電腦,”沃茲回憶道,“是史蒂夫說的,我們把這些拿出來給大家看看,賣出去一些?!?/span>

Jobs worked out a plan to pay a guy he knew at Atari to draw the circuit boards and then print up fifty or so. That would cost about $1,000, plus the fee to the designer. They could sell them for $40 apiece and perhaps clear a profit of $700. Wozniak was dubious that they could sell them all. “I didn’t see how we would make our money back,” he recalled. He was already in trouble with his landlord for bouncing checks and now had to pay each month in cash.

喬布斯想到了一個計劃,付錢給雅達利公司的一個熟人,讓他幫忙繪制電路板,然后制作50張左右。這樣的花費是1000美元上下,還要加上給設計者的酬勞。他們可以把每塊電路板賣40美元,這樣的話利潤大概是700美元。沃茲不相信他們能把電路板都賣掉?!拔疑踔量床怀鲈趺词栈爻杀尽!彼貞浾f。因為銀行拒付他的支票,他已經惹惱了房東,現在每個月只能用現金付房租。

Jobs knew how to appeal to Wozniak. He didn’t argue that they were sure to make money, but instead that they would have a fun adventure. “Even if we lose our money, we’ll have a company,” said Jobs as they were driving in his Volkswagen bus. “For once in our lives, we’ll have a company.” This was enticing to Wozniak, even more than any prospect of getting rich. He recalled, “I was excited to think about us like that. To be two best friends starting a company. Wow. I knew right then that I’d do it. How could I not?”

喬布斯知道怎樣說服沃茲。他沒有爭辯說他們一定能賺錢,而是說這一定會是一次有趣的經歷?!凹词刮覀冑r了錢,我們也能擁有一家公司,”喬布斯說,當時他們正開著他的大眾汽車轉悠,“在我們的一生中,至少有這么一次,我們會擁有一家公司。”這句話對沃茲尼亞克的誘惑太大了,比變成富人的誘惑還要大。沃茲尼亞克回憶道:“想象一下那種情景我就興奮,兩個最要好的朋友創辦一家公司!天哪!我立馬就同意了,我怎么可能拒絕?”

In order to raise the money they needed, Wozniak sold his HP 65 calculator for $500, though the buyer ended up stiffing him for half of that. For his part, Jobs sold his Volkswagen bus for $1,500. But the person who bought it came to find him two weeks later and said the engine had broken down, and Jobs agreed to pay for half of the repairs. Despite these little setbacks, they now had, with their own small savings thrown in, about $1,300 in working capital, the design for a product, and a plan. They would start their own computer company.

為了籌集所需資金,沃茲尼亞克以500美元的價格賣掉了自己的惠普65計算器,但是最后買家只給了一半的錢。喬布斯則把自己的大眾汽車賣了1500美元。當初他父親就反對他買這輛車,喬布斯也必須承認父親是對的。事實證明那輛車的確讓人頭疼。實際上,買下這輛車的人兩個星期之后就回來找喬布斯,說引擎壞掉了。喬布斯同意支付維修費用的一半。雖然有這些小挫折,但在把各自微薄的積蓄投入之后,他們現在已經擁有了1300美元的運營資本,還有產品設計以及一個計劃。他們就要建立自己的電腦公司了——

注釋:

①英國著名作家塞繆爾·約翰遜,他和多位友人定期會在土耳其人咖啡館聚會。

Apple Is Born

蘋果誕生了

Now that they had decided to start a business, they needed a name. Jobs had gone for another visit to the All One Farm, where he had been pruning the Gravenstein apple trees, and Wozniak picked him up at the airport. On the ride down to Los Altos, they bandied around options. They considered some typical tech words, such as Matrix, and some neologisms, such as Executek, and some straightforward boring names, like Personal Computers Inc. The deadline for deciding was the next day, when Jobs wanted to start filing the papers. Finally Jobs proposed Apple Computer. “I was on one of my fruitarian diets,” he explained. “I had just come back from the apple farm. It sounded fun, spirited, and not intimidating. Apple took the edge off the word ‘computer.’ Plus, it would get us ahead of Atari in the phone book.” He told Wozniak that if a better name did not hit them by the next afternoon, they would just stick with Apple. And they did.

既然決定開公司了,就要給公司起個名字。喬布斯之前又去了一次團結農場,在那里給格拉文施泰因蘋果樹剪了枝,沃茲去機場接他。在回洛斯阿爾托斯的路上,兩人討論了好幾個名字。他們考慮過一些典型的技術詞匯,比如“矩陣”(Matrix);或者自己創一個新詞,像“Executek”,融合了“執行”與“科技”;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”(PersonalComputerInc.)。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。最后,喬布斯提議叫“蘋果電腦公司”①?!拔夷嵌螘r間正在吃水果餐,”他解釋說,“我剛剛從一個蘋果農場回來。這名字聽上去有意思,有活力,不嚇人。‘蘋果’削弱了‘電腦’這個詞的銳氣。還有,這能讓我們在電話簿上排在雅達利之前。”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”。他們真的用了。


Apple. It was a smart choice. The word instantly signaled friendliness and simplicity. It managed to be both slightly off-beat and as normal as a slice of pie. There was a whiff of counterculture, back-to-nature earthiness to it, yet nothing could be more American. And the two words together—Apple Computer—provided an amusing disjuncture. “It doesn’t quite make sense,” said Mike Markkula, who soon thereafter became the first chairman of the new company. “So it forces your brain to dwell on it. Apple and computers, that doesn’t go together! So it helped us grow brand awareness.”

“蘋果”——這是個明智的選擇。這個詞立刻釋放出友好而簡潔的信號。這個名字既有一點兒標新立異,又不會讓人覺得古怪。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。這兩個詞放在一起——蘋果電腦——制造了一種有趣的分裂感?!斑@個名字有點兒無厘頭,”邁克·馬庫拉(MikeMarkkula)說,他后來成了這家新公司的第一任董事長,“它會讓你仔細回味。蘋果和電腦,這兩者根本扯不上關系啊!如此一來,就增加了我們的品牌知名度?!?/span>


重點單詞   查看全部解釋    
enticing [in'taisiŋ]

想一想再看

adj. 迷人的;引誘的 v. 引誘;誘騙(entice

 
hierarchy ['haiərɑ:ki]

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n. 等級制度,層級[計],統治集團

聯想記憶
slightly ['slaitli]

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adv. 些微地,苗條地

 
slice [slais]

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n. 薄片,切片
vt. 切成薄片,削

 
typical ['tipikəl]

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adj. 典型的,有代表性的,特有的,獨特的

 
boring ['bɔ:riŋ]

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adj. 令人厭煩的

 
straightforward [streit'fɔ:wəd]

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adj. 筆直的,率直的

 
stick [stik]

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n. 枝,桿,手杖
vt. 插于,刺入,豎起<

 
brand [brænd]

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n. 商標,牌子,烙印,標記
vt. 打烙印,

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adventure [əd'ventʃə]

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n. 冒險,奇遇
vt. 冒險,嘗試

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