Jobs was the public face of the IPO, and he helped choose the two investment banks handling it: the traditional Wall Street firm Morgan Stanley and the untraditional boutique firm Hambrecht & Quist in San Francisco. “Steve was very irreverent toward the guys from Morgan Stanley, which was a pretty uptight firm in those days,” recalled Bill Hambrecht. Morgan Stanley planned to price the offering at $18, even though it was obvious the shares would quickly shoot up. “Tell me what happens to this stock that we priced at eighteen?” Jobs asked the bankers. “Don’t you sell it to your good customers? If so, how can you charge me a 7% commission?” Hambrecht recognized that there was a basic unfairness in the system, and he later went on to formulate the idea of a reverse auction to price shares before an IPO.

喬布斯是此次IPO的公眾形象，他也幫助挑選了負責(zé)IPO的兩家投資銀行：一家是傳統(tǒng)的華爾街公司摩根士丹利，另一家是舊金山的漢布里克特-奎斯特（Hambredit&Quist）,這并不是一家傳統(tǒng)的投行，當時的服務(wù)只針對部分領(lǐng)域?！澳Ω康だ敃r是極端保守的公司，史蒂夫?qū)λ麄児镜娜耸譄o禮?！北葼枴h布里克特（BillHambrccht）回憶說。盡管蘋果的股稟必然會迅速暴漲，但摩根士丹利計劃將股價定為每股18美元?！拔覀儼堰@只股票定價為18美元，接下來會怎么樣？”他問那些銀行家，“你們難道不會把這只股票賣給你們的優(yōu)質(zhì)客戶嗎？如果賣的話，那你怎么可以收取我7%的傭金？”漢布里克特意識到，體系中存在著基本的不公平，他提出了自己的想法：在IPO之前，通過反向競拍來為股票定價。

Apple went public the morning of December 12, 1980. By then the bankers had priced the stock at $22 a share. It went to $29 the first day. Jobs had come into the Hambrecht & Quist office just in time to watch the opening trades. At age twenty-five, he was now worth $256 million.

蘋果公司在1980年12月12日的早晨上市了。銀行家們最終定下的股價是22美元一股。當天收盤時，股價已經(jīng)漲到了29美元。喬布斯趕到汶布里克特-奎斯特的辦公室，觀看了開市。在25歲這一年，他的身家達到了2.56億美元。

Baby You’re a Rich Man

上市 名利雙收 老兄，你發(fā)財了！

Before and after he was rich, and indeed throughout a life that included being both broke and a billionaire, Steve Jobs’s attitude toward wealth was complex. He was an antimaterialistic hippie who capitalized on the inventions of a friend who wanted to give them away for free, and he was a Zen devotee who made a pilgrimage to India and then decided that his calling was to create a business. And yet somehow these attitudes seemed to weave together rather than conflict.

在史蒂夫·喬布斯的一生中，他貧窮過，也富裕過；既做過億萬富翁，也嘗過破產(chǎn)的滋味，所以他對待財富的態(tài)度是很復(fù)雜的。他是個反對物質(zhì)主義的嬉皮士，但他把朋友準備免費送出的發(fā)明轉(zhuǎn)化成了獲利的工具；他是佛教禪宗的狂熱信徒，在印度進行過朝圣之旅，但之后又認定創(chuàng)業(yè)才是自己的使命。然而，很奇怪的是，這些特性在他身上并沒有彼此矛盾，而是完美交織在了一起。

He had a great love for some material objects, especially those that were finely designed and crafted, such as Porsche and Mercedes cars, Henckels knives and Braun appliances, BMW motorcycles and Ansel Adams prints, B?sendorfer pianos and Bang & Olufsen audio equipment. Yet the houses he lived in, no matter how rich he became, tended not to be ostentatious and were furnished so simply they would have put a Shaker to shame. Neither then nor later would he travel with an entourage, keep a personal staff, or even have security protection. He bought a nice car, but always drove himself. When Markkula asked Jobs to join him in buying a Lear jet, he declined (though he eventually would demand of Apple a Gulfstream to use). Like his father, he could be flinty when bargaining with suppliers, but he didn’t allow a craving for profits to take precedence over his passion for building great products.

他對一些實體物質(zhì)有著強烈的喜好，尤其是那些設(shè)計優(yōu)雅、工藝精湛的物品，比如保時捷和奔馳汽車、雙立人刀具和博朗電器、寶馬摩托車和安塞爾·亞當斯（AmelAdams）的攝影作品、貝森朵夫（Bdsendorfer）鋼琴和邦·奧陸芬（Bang&Olufsen）的音響設(shè)備。但不管多么富有，喬布斯居住的房子從來都是樸實低調(diào)的，家中擺設(shè)之簡單，即便一個震顫教①的教徒看了也會自慚形穢。他出行的時候從不會有浩浩蕩蕩的隨行人員，他也沒有個人助理，甚至從未雇過保鏢。他買下一輛豪華轎車，但從來都是自己開。馬庫拉邀他一起買里爾（Lear）噴氣式飛機的時候，他拒絕了（不過后來他要求蘋果公司給他購置了一架灣流飛機）。和自己的父親一樣，喬布斯在和供應(yīng)商討價還價的時候也十分堅定，但他不允許對利潤的追求凌駕于他對制造偉大產(chǎn)品的狂熱之上。

Thirty years after Apple went public, he reflected on what it was like to come into money suddenly:

在蘋果公司上市30年后，他回顧了當年一夜暴富的感受：

I never worried about money. I grew up in a middle-class family, so I never thought I would starve. And I learned at Atari that I could be an okay engineer, so I always knew I could get by. I was voluntarily poor when I was in college and India, and I lived a pretty simple life even when I was working. So I went from fairly poor, which was wonderful, because I didn’t have to worry about money, to being incredibly rich, when I also didn’t have to worry about money.

我從來沒有為錢擔(dān)心過。我成長在一個中產(chǎn)階鈒家庭，所以我從沒擔(dān)心過會挨餓；我在雅達利公司的時候，意識到自己是個還不錯的工程師，所以我知道自己肯定可以維持生計；我讀大學(xué)和在印度的時候，自己選擇了過苦日子，后來盡管我開始工作了，但我還是過著十分簡單的生活。我經(jīng)歷過極度貧窮，那種感覺很美好，因為我不用為錢擔(dān)憂，后來我變得特別有錢了，還是不用為錢擔(dān)心。

I watched people at Apple who made a lot of money and felt they had to live differently. Some of them bought a Rolls-Royce and various houses, each with a house manager and then someone to manage the house managers. Their wives got plastic surgery and turned into these bizarre people. This was not how I wanted to live. It’s crazy. I made a promise to myself that I’m not going to let this money ruin my life.

我看到蘋果公司的一些人,大賺一筆后就覺得自己要過不同的生活。他們買下勞斯萊斯汽車和許多房子，每所房子都有管家，然后再雇一個人管理所有的管家。他們的妻子去做整形手術(shù)，把自己變得稀奇古怪。這不是我想要的生活方式。這太瘋狂了。我答應(yīng)過自己，不會讓錢級了我的生活。