乔布斯传 第72期:被上帝咬过的苹果(2)

 So Jobs and Wozniak were invited to have a meeting with, as his impish business cards read, "Regis McKenna, himself."

于是乔布斯和沃兹尼亚克获邀去拜访 "麦肯纳，本人"--他的名片上就是这么写的。

This time it was the normally shy Wozniak who became prickly.

这一次，一贯羞涩的沃兹尼亚克变成了刺儿头。

McKenna glanced at an article Wozniak was writing about Apple and suggested that it was too technical and needed to be livened up.

麦肯纳瞥了一眼沃兹正在写的关于苹果公司的文章，提出文章的技术性太强，需要修改得生动一些。

"I don't want any PR man touching¹ my copy," Wozniak snapped.

"我不想任何公关人员碰我的稿子。"沃兹恶狠狠地说。

McKenna suggested it was time for them to leave his office.

麦肯纳于是让他们离开了自己的办公室。

"But Steve called me back right away and said he wanted to meet again," McKenna recalled.

"但史蒂夫立刻给我打了电话，说他想再跟我见一面，"麦肯纳说，

"This time he came without Woz, and we hit it off."

"这一次他是一个人来的，我们聊得很投机。"

McKenna had his team get to work on brochures for the Apple II.

麦肯纳让自己的团队为 Apple II设计宣传册。

The first thing they did was to replace Ron Wayne's ornate Victorian woodcut-style logo,

团队要做的第一件事就是换掉罗恩·韦恩设计的维多利亚木版画风格的华丽标志，

which ran counter to McKenna's colorful and playful advertising² style.

因为它不符合麦肯纳色彩斑斓、活泼顽皮的广告风格。

So an art director, Rob Janoff, was assigned to create a new one.

于是，艺术指导罗布·雅诺夫被指派 去设计一个全新的标志。

"Don't make it cute," Jobs ordered.

"不要设计成可爱风格的。"乔布斯命令。

Janoff came up with a simple apple shape in two versions, one whole and the other with a bite taken out of it.

雅诺夫想出了 两个版本，都是筒单的苹果图标，一个是完整的苹果，另一个则是被咬了一口的苹果。

The first looked too much like a cherry, so Jobs chose the one with a bite.

第一个看上去太像樱桃了，于是乔布斯选择了第二个。

He also picked a version that was striped in six colors,

乔布斯还挑选了另一个版本，其中的苹果由六种颜色的水平色条构成，

with psychedelic hues³ sandwiched between whole-earth green and sky blue, even though that made printing the logo significantly more expensive.

在大地的绿色和天空的蓝色 中间夹着另外四种炫丽的颜色，但这一版本的印刷费用也因此大大提髙了。

Atop the brochure McKenna put a maxim⁴, often attributed to Leonardo da Vinci, that would become the defining precept⁵ of Jobs's design philosophy:

在宣传册顶端，麦肯纳放上了一句格言，这句话被普遍认为出自列奧纳多·达·芬奇,也成为了乔布斯设计理念的决定性准则：

"Simplicity⁶ is the ultimate sophistication."

"至繁归于至简。"

重点讲解：

1.invite to 邀请去

例句：President Bush telephoned to invite me to have dinner with him.

布什总统打电话邀我共进晚餐。

2.liven up 活跃起来

例句：Hot music helps liven up the party.

热辣的音乐活跃了舞会气氛。

3.hit it off 一见如故；合得来

例句："We hit it off immediately, " Mr. Williams said.

威廉姆斯先生说：“我们一拍即合。”

4.run counter to 与…背道而驰

例句：These freelance Tory figures run counter to the broader official story on crime.

这些独立的保守党提供的数据与更广泛的有关犯罪的官方报导背道而驰。

1 touching   

adj.动人的，使人感伤的

参考例句：

• It was a touching sight.这是一幅动人的景象。
• His letter was touching.他的信很感人。

2 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

3 hues   

色彩( hue的名词复数 )； 色调； 信仰； 观点

参考例句：

• When the sun rose a hundred prismatic hues were reflected from it. 太阳一出，更把它映得千变万化、异彩缤纷。
• Where maple trees grow, the leaves are often several brilliant hues of red. 在枫树生长的地方，枫叶常常呈现出数种光彩夺目的红色。

4 maxim   

n.格言，箴言

参考例句：

• Please lay the maxim to your heart.请把此格言记在心里。
• "Waste not,want not" is her favourite maxim.“不浪费则不匮乏”是她喜爱的格言。

5 precept   

n.戒律；格言

参考例句：

• It occurs to me that example is always more efficacious than precept.我想到身教重于言教。
• The son had well profited by the precept and example of the father.老太爷的言传身教早已使他儿子获益无穷。

6 simplicity   

n.简单，简易；朴素；直率，单纯

参考例句：

• She dressed with elegant simplicity.她穿着朴素高雅。
• The beauty of this plan is its simplicity.简明扼要是这个计划的一大特点。