乔布斯传 第442期:工作室探奇(5)

 　　Early on, Mike Markkula had taught Jobs to "impute¹" -- to understand that people do judge a book by its cover 早些时候，迈克·马克库拉就教过乔布斯“灌输”这一招。要知道，人们会根据封面来评判一本书的好坏，

　　and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem² inside. 同理，苹果产品漂亮的外部装饰和包装也能说明里面是个好产品。

　　Whether it's an iPod Mini or a MacBook Pro³, 无论是迷你iPod还是MacBook Pro，

　　Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting⁴ fashion. 苹果用户都很享受这种感觉：打开精致的盒子，产品总是以迷人的方式躺在里面。

　　"Steve and I spend a lot of time on the packaging," said Ive. “史蒂夫和我在包装上花了很多时间，”艾弗说，

　　"I love the process of unpacking⁵ something. You design a ritual of unpacking to make the product feel special. “我很享受打开包装的过程。一旦拆包被设计成一种仪式般的程序，产品也就变得特殊起来。

　　Packaging can be theater, it can create a story." 包装就像一座剧场，它能够制造故事。”

　　Ive, who has the sensitive temperament⁶ of an artist, 艾弗也有着艺术家的敏感，

　　at times got upset with Jobs for taking too much credit, a habit that has bothered other colleagues over the years. 有时也会因为乔布斯抢了他太多风头而懊恼。多年来，乔布斯的这个习惯也让其他同事感到很不舒服。

　　His personal feelings for Jobs were so intense that at times he got easily bruised⁷. 艾弗对乔布斯的个人情感有时过于强烈，所以很容易受伤。

　　"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说，‘不好，这个想法不怎么妤，我更喜欢另一个。’”艾弗说，

　　"And later I will be sitting in the audience and he will be talking about it as if it was his idea. “然后我坐在听众席上听他阐述刚才的想法，说得就像他自己想出来的一样。

　　I pay maniacal⁸ attention to where an idea comes from, and I even keep notebooks filled with my ideas. 我格外注重一个点子的出处，甚至会用笔记本记下它们。

　　So it hurts when he takes credit for one of my designs." 所以，当他把设计的功劳归于自己的时候，我觉得很受伤害。”

　　Ive also has bristled⁹ when outsiders portrayed¹⁰ Jobs as the only ideas guy at Apple. “这让公司显得很脆弱。”艾弗诚恳地说，不过语气变得缓和多了。随后，他话锋

　　"That makes us vulnerable as a company," Ive said earnestly, his voice soft. 当外面的人把乔布斯奉为苹果公司的创意之源时，艾弗也会很生气。

　　But then he paused to recognize the role Jobs in fact played. 但随后，他话锋一转，肯定了乔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，创意和杰出的设计常常会淹没在流程中，”他说，

　　"The ideas that come from me and my team would have been completely irrelevant¹¹, nowhere, “我和我的团队想出来的点子肯定早就灰飞烟灭了，

　　if Steve hadn't been here to push us, work with us, and drive through all the resistance to turn our ideas into products." 如果不是史蒂夫在这里催促着我们，和我们一起工作，并且排除万难把我们的想法变成产品。”

1 impute   

v.归咎于

参考例句：

• I impute his failure to laziness.我把他的失败归咎于他的懒惰。
• It is grossly unfair to impute blame to the United Nations.把责任归咎于联合国极其不公。

2 gem   

n.宝石，珠宝；受爱戴的人 [同]jewel

参考例句：

• The gem is beyond my pocket.这颗宝石我可买不起。
• The little gem is worth two thousand dollars.这块小宝石价值两千美元。

3 pro   

n.赞成，赞成的意见，赞成者

参考例句：

• The two debating teams argued the question pro and con.辩论的两组从赞成与反对两方面辩这一问题。
• Are you pro or con nuclear disarmament?你是赞成还是反对核裁军？

4 inviting   

adj.诱人的，引人注目的

参考例句：

• An inviting smell of coffee wafted into the room.一股诱人的咖啡香味飘进了房间。
• The kitchen smelled warm and inviting and blessedly familiar.这间厨房的味道温暖诱人，使人感到亲切温馨。

5 unpacking   

n.取出货物，拆包[箱]v.从（包裹等）中取出（所装的东西），打开行李取出( unpack的现在分词 )；拆包；解除…的负担；吐露（心事等）

参考例句：

• Joe sat on the bed while Martin was unpacking. 马丁打开箱子取东西的时候，乔坐在床上。 来自《简明英汉词典》
• They are unpacking a trunk. 他们正在打开衣箱。 来自《简明英汉词典》

6 temperament   

n.气质，性格，性情

参考例句：

• The analysis of what kind of temperament you possess is vital.分析一下你有什么样的气质是十分重要的。
• Success often depends on temperament.成功常常取决于一个人的性格。

7 bruised   

[医]青肿的，瘀紫的

参考例句：

• his bruised and bloodied nose 他沾满血的青肿的鼻子
• She had slipped and badly bruised her face. 她滑了一跤，摔得鼻青脸肿。

8 maniacal   

adj.发疯的

参考例句：

• He was almost maniacal in his pursuit of sporting records.他近乎发疯般地追求着打破体育纪录。
• She is hunched forward over the wheel with a maniacal expression.她弓身伏在方向盘前，表情像疯了一样。

9 bristled   

adj. 直立的，多刺毛的 动词bristle的过去式和过去分词

参考例句：

• They bristled at his denigrating description of their activities. 听到他在污蔑他们的活动，他们都怒发冲冠。
• All of us bristled at the lawyer's speech insulting our forefathers. 听到那个律师在讲演中污蔑我们的祖先，大家都气得怒发冲冠。

10 portrayed   

v.画像( portray的过去式和过去分词 )；描述；描绘；描画

参考例句：

• Throughout the trial, he portrayed himself as the victim. 在审讯过程中，他始终把自己说成是受害者。
• The author portrayed his father as a vicious drunkard. 作者把他父亲描绘成一个可恶的酒鬼。 来自《现代汉英综合大词典》

11 irrelevant   

adj.不恰当的，无关系的，不相干的

参考例句：

• That is completely irrelevant to the subject under discussion.这跟讨论的主题完全不相关。
• A question about arithmetic is irrelevant in a music lesson.在音乐课上，一个数学的问题是风马牛不相及的。