乔布斯传 第123期:像保时捷那样(6)

 Although his focus was on the Macintosh,

尽管乔布斯关注的重点在麦金塔电脑上，

Jobs wanted to create a consistent design language for all Apple products.

但他还在寻求为所有的苹果产品创造统一的设计风格。

So he set up a contest to choose a world-class designer who would be for Apple what Dieter Rams¹ was for Braun.

于是，乔布斯组织了一次选拔赛，为苹果挑选世界级的设计师，如同博朗公司的迪特尔·拉姆斯一样。

The project was code-named Snow White,

这个计划命名为“白雪公主”，

not because of his preference for the color

起这个名字并不是因为对白色的偏爱，

but because the products to be designed were code-named after the seven dwarfs².

而是因为比赛中需要选手设计的产品是以七个小矮人的名字命名的。

The winner was Hartmut Esslinger,

最终的赢家是德国设计师哈特穆特·艾斯林格

a German designer who was responsible for the look of Sony's Trinitron televisions.

他曾负责设计了索尼特丽珑电视的外观。

Jobs flew to the Black Forest region of Bavaria to meet him

乔布斯飞到巴伐利亚自由州的黑森林地区与他会面，

and was impressed not only with Esslinger's passion

给乔布斯留下深刻印象的不仅是艾斯林格的激情，

but also his spirited way of driving his Mercedes at more than one hundred miles per hour.

还有他开着奔驰以超过100英里的时速狂奔的勇猛精神。

Even though he was German,

艾斯林格虽然是德国人，

Esslinger proposed that there should be a "born-in-America gene³ for Apple's DNA⁴"

但他提出“苹果产品的DNA中应该有土生土长的美国基因”

that would produce a "California global" look,

有独特的加利福尼亚风情，

inspired by "Hollywood and music, a bit of rebellion, and natural sex appeal."

就像“好莱坞和音乐一样，有一点叛逆，还有自然散发的性感魅力”。

His guiding principle was "Form follows emotion,"

他的指导思想是“形式追随情感”，

a play on the familiar maxim⁵ that form follows function.

这套用了那众人皆知的“形式追随功能”。

He produced forty models of products to demonstrate the concept,

他制作了40个模型来阐述这一概念，

and when Jobs saw them he proclaimed, "Yes, this is it!"

当乔布斯看到这些模型的时候，他宣布：“对，就是这样！”

The Snow White look, which was adopted immediately for the Apple IIc,

“白雪公主”的外观立即被运用到了Apple II上：

featured white cases, tight rounded curves, and lines of thin grooves⁶ for both ventilation and decoration.

白色的机箱，紧致的圆润曲线，既能散热又起到装饰作用的细密通风槽。

Jobs offered Esslinger a contract on the condition that he move to California.

乔布斯给艾斯林格提供了一份合同，条件是他必须搬到加州居住。

They shook hands and, in Esslinger's not-so-modest words,

两人握手达成了协议，用艾斯林格不那么谦虚的话说：

"that handshake launched one of the most decisive collaborations in the history of industrial design."

“那次握手开启了工业设计史上最为决定性的一次合作。”

Esslinger's firm, frogdesign, 2 opened in Palo Alto in mid-1983 with a $1.2 million annual contract to work for Apple,

艾斯林格的公司--青蛙设计--1983年年中在帕洛奥图成立，并从苹果公司得到了一份每年120万美元的大合同，

and from then on every Apple product has included the proud declaration "Designed in California."

从那时起，所有的苹果产品上都可以见到这句自豪的宣言：加利福尼亚设计。

1 rams   

n.公羊( ram的名词复数 )；(R-)白羊（星）座；夯；攻城槌v.夯实（土等）( ram的第三人称单数 )；猛撞；猛压；反复灌输

参考例句：

• A couple of rams are butting at each other. 两只羊正在用角互相抵触。 来自辞典例句
• More than anything the rams helped to break what should have been on interminable marriage. 那些牡羊比任何东西都更严重地加速了他们那本该天长地久的婚姻的破裂。 来自辞典例句

2 dwarfs   

n.侏儒，矮子（dwarf的复数形式）vt.（使）显得矮小（dwarf的第三人称单数形式）

参考例句：

• Shakespeare dwarfs other dramatists. 莎士比亚使其他剧作家相形见绌。 来自《简明英汉词典》
• The new building dwarfs all the other buildings in the town. 新大楼使城里所有其他建筑物都显得矮小了。 来自辞典例句

3 gene   

n.遗传因子，基因

参考例句：

• A single gene may have many effects.单一基因可能具有很多种效应。
• The targeting of gene therapy has been paid close attention.其中基因治疗的靶向性是值得密切关注的问题之一。

4 DNA   

(缩)deoxyribonucleic acid 脱氧核糖核酸

参考例句：

• DNA is stored in the nucleus of a cell.脱氧核糖核酸储存于细胞的细胞核里。
• Gene mutations are alterations in the DNA code.基因突变是指DNA密码的改变。

5 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。

6 grooves   

n.沟( groove的名词复数 )；槽；老一套；（某种）音乐节奏v.沟( groove的第三人称单数 )；槽；老一套；（某种）音乐节奏

参考例句：

• Wheels leave grooves in a dirt road. 车轮在泥路上留下了凹痕。 来自《简明英汉词典》
• Sliding doors move in grooves. 滑动门在槽沟中移动。 来自《现代汉英综合大词典》