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The developers in the audience at WWDC may have missed the significance of the attention Apple AAPL 1.41% paid Monday to Spotlight — the little magnifying glass on the top right hand corner of the Mac’s home screen — but Ad Age didn’t.
周一召開(kāi)的蘋(píng)果全球開(kāi)發(fā)者大會(huì)（WWDC）上，開(kāi)發(fā)者們可能忽略了蘋(píng)果對(duì)于Spotlight的重視程度，但行業(yè)資訊網(wǎng)站廣告時(shí)代Ad Age卻注意到了這一點(diǎn)。Spotlight是Mac電腦主屏幕右上角的一個(gè)小放大鏡圖標(biāo)。
When it was released in 2005, Spotlight was simply a quick and convenient way to search the contents of your local hard drive — to locate a document, say, or a lost e-mail. It’s been quietly gathering power with each new iteration: doubling as a calculator or a dictionary and offering Boolean (and/or) searches.
蘋(píng)果2005年就推出了Spotlight，最初只是一種搜索本地硬盤(pán)內(nèi)容的便捷方式——比如查找文件或丟失的郵件等。而它每一次改版，都伴隨著功能的不斷增強(qiáng)：如今的Spotlight既可用作計(jì)算器或詞典，也可提供布爾（和/或）搜索。
But in OS X Yosemite, the new Mac operating system unveiled Monday, Spotlight comes front and center — literally. When you tap on the magnifying glass, a search window pops up in the middle of the screen. And when you type a few characters, it doesn’t just search your local computer, it searches the Internet as well, delivering maps, Wikipedia articles and Web results stripped of their ads. Repeat: Stripped of their ads.
而在周一發(fā)布的最新Mac操作系統(tǒng)OS X Yosemite中，Spotlight被推到了臺(tái)前的中心位置——至少?gòu)男问缴峡创_實(shí)是這樣。點(diǎn)擊放大鏡后，屏幕中央會(huì)彈出一個(gè)搜索窗口。輸入文字之后，Spotlight不僅會(huì)搜索本地計(jì)算機(jī)，還會(huì)進(jìn)行互聯(lián)網(wǎng)搜索，提供地圖、維基百科（Wikipedia）文章和去除廣告后的網(wǎng)頁(yè)搜索結(jié)果。注意：是去除廣告后的搜索結(jié)果。
Microsoft MSFT -1.23% is delighted that Apple is using its Bing service to search the Web. “Last year Bing became the default web search for Siri, and will now also be the default web search provider in the redesigned Spotlight search feature for the next generation of iOS and OS X,” a Microsoft spokesperson told Ad Age. “We’re excited about extending the Bing platform to help iOS and Mac customers find what they need to get things done.”
微軟（Microsoft）很高興看到蘋(píng)果利用必應(yīng)（Bing）提供網(wǎng)頁(yè)搜索服務(wù)。一位微軟發(fā)言人告訴Ad Age：“去年，必應(yīng)成為語(yǔ)音助手Siri的默認(rèn)網(wǎng)頁(yè)搜索引擎；而在新一代iOS與OS X中，必應(yīng)將作為改版后的Spotlight搜索服務(wù)的默認(rèn)網(wǎng)頁(yè)搜索服務(wù)提供商。能夠擴(kuò)展必應(yīng)平臺(tái)，幫助iOS與Mac用戶查找他們需要的信息，我們感到非常興奮。”
Google GOOG -1.62% will not be so happy. Advertising — especially U.S. search advertising — pays for nearly everything Google does, from building driverless cars to wiring whole cities with fiber optics. According to eMarketer estimates, Google took in 70.8% of the $19.92 billion spent on U.S. search advertising last year.
但谷歌（Google）恐怕不會(huì)開(kāi)心。從設(shè)計(jì)無(wú)人駕駛汽車(chē)，到建設(shè)光纖城市，谷歌每一個(gè)項(xiàng)目的資金，幾乎都來(lái)自廣告業(yè)務(wù)，尤其是美國(guó)搜索廣告業(yè)務(wù)。據(jù)市場(chǎng)調(diào)查公司eMarketer估計(jì)，美國(guó)去年的搜索引擎廣告開(kāi)支為199.2億美元，其中約70.8%被谷歌收入囊中。
If Apple hopes to disrupt Google by giving the information away for free, it’s got its work cut out for it. As Ad Age poins out:
蘋(píng)果如果希望通過(guò)免費(fèi)提供信息來(lái)擾亂谷歌的運(yùn)營(yíng)，那它還有很長(zhǎng)一段路要走。正如Ad Age指出：
“Apple’s search tool shows only a few results per query, meaning a lot less real estate for results. That means Apple would have to prove that its small number of results are accurate enough to fulfill someone’s query. Good-enough search has never been enough to unseat or take share from Google.”
“蘋(píng)果搜索工具每次查詢只顯示很少的幾個(gè)結(jié)果。。這意味著，蘋(píng)果必須證明，它寥寥可數(shù)的搜索結(jié)果就已經(jīng)足夠準(zhǔn)確，可以滿足用戶的查詢需求。一款搜索引擎如果只是足夠好，那它不足以撼動(dòng)谷歌的地位，也不足以搶占谷歌的份額。”
