《名人传记》之乔布斯亿万富豪嬉皮士87:i 成了苹果品牌的标志 时间:2013-08-16 20:2

 　　The iMac fused striking design with the ability to connect to the internet easily.

　　iMac结合了震撼人心的设计与便捷的上网功能

　　Steve was super-proud of the design

　　史蒂夫对其极其自豪

　　and also the idea that he called it the iMac and the "i" for internet.

　　iMac的首字母i代表了网络

　　The "i" was a stroke of deft¹ branding,

　　随后 i成为了苹果品牌的标志

　　transforming the new impersonal² internet into something more intimate.

　　它将陌生的网络技术变得平易近人

　　The iMac was a huge success and propelled Apple back into profit.

　　iMac取得了巨大成功 苹果东山再起 重新开始盈利

　　In four and a half months, iMac has become the number one selling computer in America.

　　四个半月之后 iMac就占据了美国计算机销售排行榜的首位

　　The iMac was no better a product than the computer it replaced

　　跟之前的电脑比起来 iMac的性能并不十分突出

　　but it was packaged and marketed in a way that became classic Steve Jobs.

　　但它整体的包装和营销成为了制胜关键 这正是典型的乔布斯手笔

　　It was the sort of packaging that attracted people

　　正是这种商业包装打动了顾客的心

　　who'd previously³ had no interest in computers.

　　吸引了原本无意购入电脑的消费者

　　A third of sales were to those who'd never bought one before.

　　三分之一的销售额都来自于首次购买电脑的顾客

　　Who'd have thought you could have an emotional bond with your computer?

　　谁想得到自己能和家里的电脑产生深厚的感情呢？

　　Apple wanted to change people's relationship with computers.

　　苹果想要改变人们与电脑的关系

　　Steve wanted it to be fashionable but it was Jonathan who was saying,

　　史蒂夫想把这款电脑做得新潮漂亮 但Jonathan把它提高到了另一个层面

　　"We have to make this something that people will love."

　　他说 我们得让人们爱上它

　　The word "love" started becoming part of Apple's motif⁴.

　　这个“爱”逐渐成为了苹果公司的宗旨之一

　　And now there was a new partnership⁵ at the heart of Apple.

　　Jonathan也成为了苹果新的核心力量

　　Jonathan Ive and Jobs had a very, very, very special relationship

　　Jonathan Ive和乔布斯的关系十分特殊

　　and it was united by this almost Zen-like meditative⁶ intensity⁷, which they both have.

　　他们之间的关系几乎是形而上的了

　　Ive's approach to design would be the new foundation on which Apple's future would be built.

　　Ive的设计理念奠定了苹果未来发展的基石

1 deft   

adj.灵巧的，熟练的（a deft hand 能手）

参考例句：

• The pianist has deft fingers.钢琴家有灵巧的双手。
• This bird,sharp of eye and deft of beak,can accurately peck the flying insects in the air.这只鸟眼疾嘴快，能准确地把空中的飞虫啄住。

2 impersonal   

adj.无个人感情的，与个人无关的，非人称的

参考例句：

• Even his children found him strangely distant and impersonal.他的孩子们也认为他跟其他人很疏远，没有人情味。
• His manner seemed rather stiff and impersonal.他的态度似乎很生硬冷淡。

3 previously   

adv.以前，先前（地）

参考例句：

• The bicycle tyre blew out at a previously damaged point.自行车胎在以前损坏过的地方又爆开了。
• Let me digress for a moment and explain what had happened previously.让我岔开一会儿，解释原先发生了什么。

4 motif   

n.(图案的)基本花纹，(衣服的)花边；主题

参考例句：

• Alienation is a central motif in her novels.疏离感是她小说的一个重要的主题。
• The jacket has a rose motif on the collar.这件夹克衫领子上有一朵玫瑰花的图案。

5 partnership   

n.合作关系，伙伴关系

参考例句：

• The company has gone into partnership with Swiss Bank Corporation.这家公司已经和瑞士银行公司建立合作关系。
• Martin has taken him into general partnership in his company.马丁已让他成为公司的普通合伙人。

6 meditative   

adj.沉思的，冥想的

参考例句：

• A stupid fellow is talkative;a wise man is meditative.蠢人饶舌，智者思虑。
• Music can induce a meditative state in the listener.音乐能够引导倾听者沉思。

7 intensity   

n.强烈，剧烈；强度；烈度

参考例句：

• I didn't realize the intensity of people's feelings on this issue.我没有意识到这一问题能引起群情激奋。
• The strike is growing in intensity.罢工日益加剧。