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苹果CEO史蒂夫·乔布斯在 D8 峰会上的座谈

来源:IT堂 堂友 发布时间:2010-06-10 收藏 投稿 字体:【

在南加州周二夜间长达 100 分钟的问答环节中,苹果公司总裁史蒂夫·乔布斯解答了一部分问题,也回避了一部分问题,还让我们得以窥探到一些他脑中的灵光闪现。

Jobs appeared as a guest on the opening night of the annual D Conference hosted by The Wall Street Journal’s digital duo, Walt Mossberg and Kara Swisher.

乔布斯作为当晚的嘉宾出席了由《华尔街日报》的双人搭档 Walt Mossberg 和 Kara Swisher 主持的年度 D (译者注:D 代表数码)峰会。

You can read a liveblog transcript of the event at Engadget or All Things D or CNET, and a video clip is now available. Read on for the highlights:

你可以在 Engadget、All Things D 或者 CNET 网上查看此次会议的现场记录,还可以收看会议的视频片段。以下是其中的两地

The missing iPhone: Jobs acknowledged that the next-generation iPhone photographed by Gizmodo was circulating as a part of the normal testing of wireless products. “To make a wireless product work well you need to test it. You have to carry them outside. One of our employees was carrying one. There’s a debate about whether he left it in a bar, or it was stolen out of his bag,” he said. “This is a story that’s amazing — it’s got theft, it’s got buying stolen property, it’s got extortion, I’m sure there’s some sex in there… the whole thing is very colorful. Somebody should make a movie out of this.”

丢失的 iPhone:乔布斯承认在 Gizmodo 上发布的下一代 iPhone 的照片上的是在一般测试流程中在公司内部流通的无线产品。“你必须通过测试确保无线产品的质量。你必须把它们带到户外。我们的一位员工当时就带着一台。关于究竟是他把它落在了酒吧里的,还是从他的皮包中被偷走的,还没有定论,”他说。“这样的故事可能会更有趣——这台机器被偷了,然后被销赃,接着还用它来勒索,我敢说这其中还牵涉到了男女之事……整个事件非常纷繁。最好有人能用这个题材拍个电影。”

Jobs said that although he was advised to lay off Gizmodo in the aftermath of the story’s publication, he decided to pursue the matter out of principle. “When this whole thing with Gizmodo happened, I got a lot of advice from people that said you’ve got to just let it slide. ‘You shouldn’t go after a journalist because they bought stolen property and tried to extort you.’ And I thought deeply about this, and I concluded the worst thing that could happen is if we change our core values and let it slide. I can’t do that. I’d rather quit.”

乔布斯提到,虽然有人建议他就发布这个消息的严重后果而解雇 Gizmodo,但他还是决定对这件事法外留情。“Gizmodo 闯祸之后,很多人都建议我顺其自然。‘你不可能因为这些记者买了赃物以后想勒索你而追着他不放。’之后我也作了深思熟虑,最后得出结论,我觉得要是我们改变了我们的核心价值,听之任之,那才是最糟糕的。这决不行。我宁愿退出。”

Thoughts on Flash: When prompted to discuss Apple’s reluctance to embrace Flash on the iPhone OS, Jobs likened the decision to Apple’s prior approach to other technologies the company viewed as being on the downswing. “We choose what tech horses to ride, we look for tech that has a future and is headed up. Different pieces of tech go in cycles… they have summer and then they go to the grave. If you choose wisely, you save yourself an enormous amount of work. We have a history of doing this…. We got rid of the floppy altogether in the first iMac. We got rid of serial and parallel ports. You saw USB first in iMacs. We were one of the first to get rid of optical drives, with the MacBook Air…. Sometimes you have to pick the right horses. Flash looks like it had its day but it’s waning, and HTML5 looks like it’s coming up… We told Adobe to show us something better, and they never did.”

对于 Flash 的看法:当提到关于苹果拒绝在 iPhone OS 上支持 Flash 的问题时,乔布斯说这就像那些被公司认定正在衰落的技术反而被看重。“我们自由选择使用何种技术,我们寻求那些有前途、不断发展的技术。不同的技术都有它们的生命周期……它们有过旺盛的夏天,接着也会走向坟墓。如果你能作出明智的选择,你可以给自己减少大量的工作负担。我们历来都是这么做的……在第一代 iMac 上,我们就完全抛弃了软驱。我们抛弃了串口和并口。USB 最早出现在 iMac 上。从 MacBook Air 开始,我们成为了首批抛弃光驱的公司之一……有的时候你不得不选择正确的技术。Flash 看上去还如日中天,但已经显出老态,而 HTML5 显然已经崛起……我们一再要求 Adobe 提供我们更好的技术,但从来没有下文。”

PCs are like trucks: While talking about the iPad and whether tablet devices are bound to replace the laptop, Jobs resorted to an analogy involving motor vehicles. “PCs are going to be like trucks. Less people will need them… This transformation is going to make some people uneasy. The PC has taken us a long way.”

个人电脑就像卡车:当谈到 iPad,以及平板设备是否注定要取代笔记本电脑时,乔布斯用车辆作了个比喻。“个人电脑就像是卡车。很少有人会用到它们……这种转变会让一些人感到不适。个人电脑已经为我们服务得够久了。”

App Store issues: Jobs described the iPhone OS has supporting two platforms, the “open and uncontrolled” HTML5, and the curated App Store. “We have a few rules: the app has to do what it’s advertised to do, it has to not crash, and it can’t use private APIs… But we approve 95 percent of all the apps that are submitted every week.”

关于应用商店:乔布斯表示,iPhone 操作系统已经支持两种平台,“开放而自由的”HTML5 和精心组织的应用商店。“我们有一些规定:应用程序的功能必须和它的广告相符,它不能崩溃,而且它不可以使用私有应用程序接口……不过每周提交的应用程序中有 95% 都能通过。”

Jobs said that Apple thought the App Store rule against defaming people in apps was a good idea until they realized that political cartoons did just that. “We didn’t think of that,” he said. “So, we are guilty of making mistakes. We’re doing the best we can, we’re learning as fast as we can.”


But Jobs also complained that some developers who complain about their apps being rejected don’t tell the whole story. “What happens is, some people lie. They use undocumented APIs or try to do something different than as advertised and they run to the press. They get their 15 minutes of fame…. It’s unfortunate, but we take it in the chin. We don’t run to the press and say, this guy is a son-of-a-bitch liar!”

不过乔布斯也抱怨说有些开发者在抱怨他们的应用程序被枪毙时以偏概全。“真实情况是,有的人撒了谎。他们使用了不在开发文档中的应用程序接口,或者试着做些和他们的广告不同的事情,这些人跑去报社抱怨。他们有了 15 分钟抛头露面的机会……这样的事情很不幸,但我们只好忍受。我们不会跑到报社然后说,这家伙是个该死的骗子!”

How Apple works: Jobs said that Apple is “incredibly collaborative,” a company with no committees and an organization like a startup. “What I do all day is meet with teams of people,” he said. When Mossberg asked Jobs if people were willing to tell him he was wrong, Jobs said they were, and that he didn’t always win them. “We have wonderful arguments,” he said. “The best ideas have to win, otherwise you don’t have good people who stay.”

苹果的工作方式:乔布斯说苹果的员工能“惊人地合作”,苹果公司是家没有刚起步时的委员会和组织的公司。“我每天的工作就是和许多员工见面,”他说。当 Mossberg 问乔布斯大家会不会指出他的错误,乔布斯回答说他们会,而且他常常认错。“我们有过非常精彩的讨论,”他说。“最棒的点子总会胜出,除非你身边的都是些庸才。”

On Microsoft and platform wars: “We never saw ourselves in a platform war with Microsoft,” Jobs said. “Maybe that’s why we lost. We just wanted to make the best thing—we just thought about, ‘How can we build a better product?’”


AT&T and other cell carriers: When Mossberg asked Jobs how AT&T was doing on its digital cellular network, Jobs defended the carrier—to a point. “[They’re doing] pretty good actually,” he said. “Remember, they’re handling way more data traffic than all of their other competitors combined.” Left unsaid by Jobs is the fact that the heavy traffic on AT&T’s network is a result of the popularity of the iPhone. Mossberg then asked if there would be advantages to having two different carriers in the U.S. “There might be,” Jobs said.

AT&T 和其他手机运营商:当 Mossberg 问乔布斯 AT&T 在数字手机网络方面做得如何时,乔布斯为它辩护——各个方面。“(他们做得)其实非常好,”他说。“要知道,他们处理的数据量比所有其他的竞争对手加起来都要多。”乔布斯没有说出来的是 AT&T 网络的繁忙正是因为 iPhone 的风靡。Mossberg 接着问在美国拥有两个运营商是否有好处。“可能有,”乔布斯回答。

On building the iPad: Jobs said the key difference in building the iPad versus what Microsoft tried to do with Tablet PCs was by believing that the device couldn’t use an inefficient stylus-driven interface. “The minute you throw a stylus out, you have the precision of a finger, you can’t use a PC OS. You have to create it from scratch,” he said.

关于 iPad 的开发:乔布斯说 iPad 的开发和微软试图对平板个人电脑的开发之间的关键区别在于苹果相信这样的设备光靠效率低下的触笔操作界面是行不通的。“当你把触笔扔到一边,使用手指实现精确的操作时,个人电脑操作系统就无能为力了。你必须从抓脑袋想点子开始发明一个新的,”他说。

And Jobs admitted that the iPhone itself originated from an early Apple tablet prototype. “It started on a tablet first. I had this idea about having a glass display, a multitouch display you could type on. I asked our people about it. And six months later they came back with this amazing display. And I gave it to one of our really brilliant UI guys. He then got inertial scrolling working and some other things, and I thought, ‘My god, we can build a phone with this,’ and we put the tablet aside, and we went to work on the phone.”

乔布斯还承认 iPhone 本身源于早期的苹果平板原型。“它从平板开始。我从前想有一块玻璃屏幕,一块可以在上面实现输入的多点触控屏幕。我把这个电子告诉我的员工们。六个月后他们带来了这块令人惊叹的屏幕。接着我把它交给我们一位真可谓才华横溢的用户接口设计员。他接着发明了惯性滚屏效果和其他的一些东西,我就想,‘天啊,我们可以用它来发明一款手机,’于是我们把平板放在一边,开始着手开发手机。”

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