乔布斯传 第129期:彻底的控制(2)

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“这反映了他喜欢掌控一切的个性。”

said Berry Cash, who was hired by Jobs in 1982 to be a market strategist at Texaco Towers.

贝里·卡什说，卡什于1982年被乔布斯聘请到苹果担任市场策划，成为了德士古塔的常驻员工，

"Steve would talk about the Apple II and complain,

“史蒂夫在谈到AppleII的时候会抱怨说：

'We don't have control, and look at all these crazy things people are trying to do to it.

'我们没有控制权，只能看着那些人对它做疯狂的事情。

That's a mistake I'll never make again.'"

我再也不会犯这种错误了。'”

He went so far as to design special tools so that the Macintosh case could not be opened with a regular screwdriver¹.

他甚至设计了专门的工具，这样的话用户就无法使用常规的螺丝刀来打开机箱。

"We're going to design this thing so nobody but Apple employees can get inside this box," he told Cash.

“我们要把这台电脑设计成只有苹果的员工才能进入箱子内部。”他告诉卡什。

双语有声读物 乔布斯传

Jobs also decided² to eliminate the cursor arrow keys on the Macintosh keyboard.

乔布斯还决定取消麦金塔键盘上的光标方向键。

The only way to move the cursor was to use the mouse.

要移动光标，唯一的方法就是使用鼠标。

It was a way of forcing old-fashioned users to adapt to point-and-click navigation, even if they didn't want to.

这就迫使一些传统的用户必须适应鼠标的指向和点击这样的操作，尽管他们并不情愿这么做。

Unlike other product developers, Jobs did not believe the customer was always right;

和其他的产品开发者不一样，乔布斯不相信顾客永远是正确的。

if they wanted to resist using a mouse, they were wrong.

如果他们抵制使用鼠标的话，那他们就错了。

There was one other advantage, he believed, to eliminating the cursor keys:

取消方向键还有另一个好处：

It forced outside software developers to write programs specially³ for the Mac operating system,

它迫使苹果公司以外的软件开发商们针对MaC的操作系统编写专门的程序，

rather than merely writing generic⁴ software that could be ported to a variety of computers.

而不是编写一个通用的程序从而能安装到不同的电脑上。

That made for the type of tight vertical⁵ integration⁶ between application software,

这有助于应用软件、

operating systems, and hardware devices that Jobs liked.

操作系统和硬件设备间的紧密的垂直整合，而这正是乔布斯所钟爱的。

Jobs's desire for end-to-end control also made him allergic⁷ to proposals

这样的提议对于渴望端到端整体掌控局面的乔布斯来说是极为反感的：

that Apple license⁸ the Macintosh operating system to other office equipment manufacturers and allow them to make Macintosh clones.

将麦金塔的操作系统授权给其他的厂家，进而允许别人能制造出麦金塔的仿制品。

The new and energetic Macintosh marketing⁹ director Mike Murray

新上任的麦金塔营销总监是精力充沛的迈克·默里，

proposed a licensing¹⁰ program in a confidential¹¹ memo¹² to Jobs in May 1982.

他在1982年5月交给乔布斯的机密备忘录中，提出了一份授权计划。

"We would like the Macintosh user environment to become an industry standard," he wrote.

“我们希望麦金塔的用户环境可以成为业界标准，”他写道，

"The hitch¹³, of course, is that now one must buy Mac hardware in order to get this user environment.

“但这其中有一个障碍：如果想要使用这个用户环境，就必须购买Mac的硬件。

Rarely (if ever) has one company been able to create and maintain an industry-wide standard that cannot be shared with other manufacturers."

很少有公司（实际上根本就没有）可以创造并维持一个无法与其他厂家共享的行业标准。”

His proposal was to license the Macintosh operating system to Tandy.

他建议将麦金塔的操作系统授权给坦迪公司。

Because Tandy's Radio Shack¹⁴ stores went after a different type of customer, Murray argued,

默里认为，坦迪旗下的Radio Shack商店拥有的客户群与苹果公司不同，

it would not severely¹⁵ cannibalize Apple sales.

所以不会严重影响苹果产品的销售。

But Jobs was congenitally averse¹⁶ to such a plan.

但以乔布斯的天性，他必然反对这样的计划。

His approach meant that the Macintosh remained a controlled environment that met his standards,

他无法想象自己的完美创作不在自己的控制之下。

but it also meant that, as Murray feared,

但正如默里所担心的，

it would have trouble securing its place as an industry standard in a world of IBM clones.

在一个到处都是IBM兼容机的世界里，麦金塔想要守住业界标准的地位将会遭到重重困难。

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