who tended to raise practical cost considerations when faced with Ive's aesthetic desires and various design whims. 面对艾弗对美学的需求和“异想天开”，鲁宾斯坦提出了现实的关于成本的考虑。

"When we took it to the engineers," Jobs said, "they came up with thirty- eight reasons they couldn't do it. “当我们把做提手的建议提交给工程部门时，”乔布斯说，“他们提出了38种不能这么做的理由。

And I said, 'No, no, we're doing this.' 然后我就说，‘不，不，我就是要这么做。’

And they said, 'Well, why?' 然后他们问，‘那么，为什么？’

And I said, 'Because I'm the CEO, and I think it can be done.' 我回答道，‘就是因为我是CEO，我认为这么做没问题。’

And so they kind of grudgingly did it." 结果他们就这么不情愿地照做了。”

Jobs asked Lee Clow and Ken Segall and others from the TBWA\Chiat\Day ad team to fly up to see what he had in the works. 乔布斯还邀请TBWA\Chiat\Day广告公司的李·克劳和肯·西格尔一行人来到苹果，看看这里正在做的事情。

He brought them into the guarded design studio and dramatically unveiled Ive's translucent teardrop-shaped design, 他把他们带进戒备森严的设计工作室，并戏剧性地展示了艾弗设计的半透明的泪滴形外壳，

which looked like something from The Jetsons, the animated TV show set in the future. 看起来很像20世纪80年代一部电视动画片《杰森一家》里关于未来的场景。

For a moment they were taken aback. 在那一瞬间，他们就像回到了从前。

"We were pretty shocked, but we couldn't be frank," Segall recalled. “我们非常震惊，但没人敢说出来。”西格尔回忆道，

"We were really thinking, 'Jesus, do they know what they are doing?' It was so radical." “我们的真实想法是，‘天哪，他们知道自己在做什么吗？’这简直太出格了。”

Jobs asked them to suggest names. Segall came back with five options, one of them "iMac." 乔布斯请他们给这台计算机起个名字。西格尔给出了五个，其中一个就是“iMac”。

Jobs didn't like any of them at first, so Segall came up with another list a week later, 起初，乔布斯哪个都不喜欢，所以西格尔在一周后又拿出了一张列表，

but he said that the agency still preferred "iMac." 但是他说他的公司还是更倾向于“iMac”。

Jobs replied, "I don't hate it this week, but I still don't like it." 乔布斯回答说，“现在我倒觉得这个名字不那么讨厌了，不过也算不上喜欢。”

He tried silk-screening it on some of the prototypes, and the name grew on him. And thus it became the iMac. 随后他试着把这个名字印在一些模型上，然后接受了它。iMac的名称由此诞生。