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Early on, Mike Markkula had taught Jobs to "impute" -- to understand that people do judge a book by its cover
早些時候，邁克·馬克庫拉就教過喬布斯“灌輸”這一招。要知道，人們會根據封面來評判一本書的好壞，
and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside.
同理，蘋果產品漂亮的外部裝飾和包裝也能說明里面是個好產品。
Whether it's an iPod Mini or a MacBook Pro,
無論是迷你iPod還是MacBook Pro，
Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion.
蘋果用戶都很享受這種感覺：打開精致的盒子，產品總是以迷人的方式躺在里面。
"Steve and I spend a lot of time on the packaging," said Ive.
“史蒂夫和我在包裝上花了很多時間，”艾弗說，
"I love the process of unpacking something. You design a ritual of unpacking to make the product feel special.
“我很享受打開包裝的過程。一旦拆包被設計成一種儀式般的程序，產品也就變得特殊起來。
Packaging can be theater, it can create a story."
包裝就像一座劇場，它能夠制造故事。”
Ive, who has the sensitive temperament of an artist,
艾弗也有著藝術家的敏感，
at times got upset with Jobs for taking too much credit, a habit that has bothered other colleagues over the years.
有時也會因為喬布斯搶了他太多風頭而懊惱。多年來，喬布斯的這個習慣也讓其他同事感到很不舒服。
His personal feelings for Jobs were so intense that at times he got easily bruised.
艾弗對喬布斯的個人情感有時過于強烈，所以很容易受傷。
"He will go through a process of looking at my ideas and say, 'That's no good. That's not very good. I like that one,'" Ive said.
“他在得知我的一些想法之后說，‘不好，這個想法不怎么妤，我更喜歡另一個。’”艾弗說，
"And later I will be sitting in the audience and he will be talking about it as if it was his idea.
“然后我坐在聽眾席上聽他闡述剛才的想法，說得就像他自己想出來的一樣。
I pay maniacal attention to where an idea comes from, and I even keep notebooks filled with my ideas.
我格外注重一個點子的出處，甚至會用筆記本記下它們。
So it hurts when he takes credit for one of my designs."
所以，當他把設計的功勞歸于自己的時候，我覺得很受傷害。”
Ive also has bristled when outsiders portrayed Jobs as the only ideas guy at Apple.
“這讓公司顯得很脆弱。”艾弗誠懇地說，不過語氣變得緩和多了。隨后，他話鋒
"That makes us vulnerable as a company," Ive said earnestly, his voice soft.
當外面的人把喬布斯奉為蘋果公司的創意之源時，艾弗也會很生氣。
But then he paused to recognize the role Jobs in fact played.
但隨后，他話鋒一轉，肯定了喬布斯在公司里的真正角色。
"In so many other companies, ideas and great design get lost in the process," he said.
“在其他很多公司里，創意和杰出的設計常常會淹沒在流程中，”他說，
"The ideas that come from me and my team would have been completely irrelevant, nowhere,
“我和我的團隊想出來的點子肯定早就灰飛煙滅了，
if Steve hadn't been here to push us, work with us, and drive through all the resistance to turn our ideas into products."
如果不是史蒂夫在這里催促著我們，和我們一起工作，并且排除萬難把我們的想法變成產品。”
