When Steve Jobs walked on to the stage at San Francisco’s Yerba Buena Center in January, it capped the most remarkable comeback in modern business history. | 今年1月，史蒂夫•乔布斯(Steve Jobs)走上旧金山芳草地艺术中心(Yerba Buena Center)的舞台发布iPad，完成了现代商业史上最引人注目的一次复出。 |
It wasn’t simply a matter of the illness that had sidelined him for half the year before, leaving him verely emaciated and eventually requiring a liver transplant. Little more than a decade earlier, both Mr Jobs’ career and Apple, the company he had co-founded, were widely considered washed up, their relevance to the future of technology written off both in Silicon Valley and on Wall Street. | 这不仅仅关乎半年前迫使他退居幕后的疾病。病魔一度令乔布斯严重消瘦，最终不得不进行肝脏移植手术。而就在十多年前，几乎所有人认为乔布斯的事业及其共同创立的苹果公司(Apple)已经走上绝路。硅谷和华尔街都断定，它们已经与科技的未来无缘。孕假 |
By the start of this year, however, the rebound was complete. The level of anticipation whipped up in advance of the January event was unusual even by Mr Jobs’ own, impressive standards. | 然而，到了今年初，苹果已然重生。在1月份的发布会之前，即使是按照乔布斯自己的苛刻标准衡量，外界对苹果的期望程度也是异乎寻常的。 |
Critics often talk disparagingly of the “reality distortion field” generated by the Apple boss: his ability to convince onlookers that technologies that would em unformed in other hands have reached a peak of perfection at Apple. Generating this suspension of disbelief is esntial to stirring up demand for gadgets most consumers had no idea they needed, and is an art form of which Mr Jobs has long been the acknowledged master. | 批评者总是用贬抑的口吻谈论乔布斯创造的“现实扭曲场”：他能让观众信服，那些在其他厂商手中似乎尚未成形的技术已经被苹果完美地应用。为了激起消费者购买他们自己也不知道是否真正需要的电子产品的欲望，打消他们的疑虑极其关键，而乔布斯则早就被公认为这种艺术形式的大师。 |
Speculation had been building in the tech world for months about what was rumoured to be Apple’s latest ground-breaking product. A touch-screen computer without a keyboard, it might even rival the impact of the iPod, introduced in 2001, and the iPhone, in 2007. In the event, the iPad that Mr Jobs carried on to the stage with him that day did not disappoint. | 在iPad发布之前的数月内，科技界对苹果这款最新的突破性产品猜测纷纷。据传它是没有键盘的触摸屏电脑，甚至可以媲美2001年的iPod和2007年的iPhone带来的影响。在1月份的发布会上，乔布斯带上台的iPad没有让人们失望。 |
A rebuttal of F. Scott Fitzgerald’s much-quoted aphorism that there are no cond acts in American life does not come more decisively than this. When Steven Paul Jobs first hit the headlines, he was younger even than Mark Zuckerberg is now. Long before it was cool to be a nerd, his formative role in popularising the personal computer, and Apple’s initial public offering on Wall Street – which came when Mr Jobs was still only 25 – made him the tech industry’s first rock star. | 对于F•斯科特•菲茨杰拉德(F. Scott Fitzgerald)广为流传的名言（美国人的生命中没有第二幕）而言，没有比这更坚决的反驳了。乔布斯首次登上报纸头条时，甚至比现在的马克•扎克伯格(Mark Zuckerberg)还要年轻。早在书呆子备受追捧之前，由于在普及个人电脑(PC)中发挥的关键作用，以及苹果在华尔街的成功上市（当时乔布斯年仅25岁），乔布斯就成为了科技界的第一个摇滚明星。 |
Now, three decades on, he has cured his place in the foremost ranks of the West Coast tech titans who have done so much to shape the world around the turn of the millennium. Long-time nemesis Bill Gates may be richer and, at his peak, arguably exerted greater sway, thanks to his monopoly over the world’s PC software. But the Microsoft co-founder has left the stage to devote his life and fortune to good works. It is Mr Jobs who now holds the spotlight. | yy夏可可如今，三十年过去了，乔布斯成为了在塑造世纪之交的世界中居功至伟的美国西海岸的几大科技巨头之一。他的老对手比尔•盖茨(Bill Gates)或许更富有，而且在盖茨的事业巅峰时期，凭借其在PC软件领域的垄断，可以说盖茨的影响力比乔布斯更大。但盖茨已经离开了舞台，将其余生和财富奉献给慈善事业。如今，乔布斯才是焦点所在。 危险废物应急预案 |
Of all the fingers that Apple has poked into Microsoft’s eyes over the years, none can have rankled as much as the early success of the iPad. Mr Gates himlf championed a tablet computer nearly a decade ago, though the stylus needed to write on its screen and the PC-like interface generated little demand. | 这些年来，在苹果针对微软的所有打击中，没有一次比得过iPad的巨大成功造成的冲击。近十年前，盖茨自己也开发过一款平板电脑，但由于需要用笔在屏幕上写字，并且采用与PC一样的界面，该产品并未带动多少需求。 |
The iPad is already turning out to be a different story. Extending the iPhone’s innovations of a more versatile screen and lightweight “apps” designed for specific tasks, it points to a future beyond the computer mou – and a world without Windows. Sales of cheaper notebook computers are already suffering. | iPad则完全不同。iPad延续了iPhone在屏幕多用途以及用于具体任务的轻量级“应用程序”方面的创新，代表着一个没有计算机鼠标和没有Windows的未来。廉价上网本的销售已经受到了冲击。 |
It is not a vision that is universally welcomed among the digerati. By deciding which apps are available in its online store, and tting the rules for how tho apps are developed, Apple rules this new kingdom more cloly than Microsoft ever ruled the PC. | 19周不是所有数字专家都欢迎这样的未来。通过操纵在线商店销售的应用程序，以及为开发这些应用制定规则，苹果对这个新王国的控制更胜于微软对PC的控制。 |
To critics, this is the dark side of Mr Jobs’ perfectionism. Dependent on Apple’s good graces, new ideas could be stifled. Google, once an ally, has positioned itlf as the anti-Apple: a company that has drawn on the openness of the web itlf as the model for its own smartphone software. | 对批评者来说，这是乔布斯完美主义的阴暗面。依赖苹果善意的新思想很可能会被扼杀。曾经的盟友谷歌(Google)站到了苹果的对立面。谷歌以web的开放性为基础，建立了自己的智能手机软件模式。 |
For now, though, tho fears are largely hypothetical, and millions of consumers are only too happy to buy a piece of the elegant – and elegantly simple – digital life that Mr Jobs is lling. His ability to get consumers to line up for products conjured from nothing – paying premium prices, and in uncertain economic times – draws accolades even from rivals. | 然而，就目前而言，那些担忧很大程度上仍然是一种假设，众多消费者也非常乐意购买乔布斯销售的设计优雅、简单易用的数字产品。乔布斯能够使消费者在不确定的经济形势下，着魔般地排队溢价购买苹果产品。这种能力甚至赢得了竞争对手的推崇。 |
“Steve’s the last of the great builders,” says Roger McNamee, a Silicon Valley financier who led a recent, failed attempt to rebuild Palm in Apple’s image. “What makes him different is that he’s creating jobs and economic activity out of thin air while just about every other CEO in America is working out ways to cut costs and lay people off.” | 近义词大全 硅谷金融家罗杰•麦克纳米(Roger McNamee)表示：“史蒂夫是最后一个伟大的创造者。他的与众不同之处在于，当美国其他首席执行官都在设法削减开支和裁员的时候，他却在凭空创造新的就业和经济活动。”麦克纳米最近曾模仿苹果重建Palm，但宣告失败。 |
The sophistication of his touch-screen devices is a long way from Mr Job’s rudimentary start in the garage of his adoptive parents in suburban northern California. It was there that the circuit boards were asmbled for the first personal computers designed by co-founder Steve Wozniak. Rough wooden cas to hou the boards were an optional extra. | 苹果触摸屏产品的复杂性，远远超过了乔布斯在车库中鼓捣出的初级产品。当时乔布斯在其位于加州北部郊区的养父母家中，与史蒂夫•沃兹尼亚克(Steve Wozniak)用电路板组装出第一台个人电脑。外面套着一个做工粗糙的木盒——这是可选配件。 |
There was little in Mr Jobs’ beginnings that gave a hint of what was to come. A college drop-out with no formal engineering background, he had just returned from a trip to India when he and Mr Wozniak found a way to turn their electronics hobby into a fledgling business. | 创业之初，没有任何迹象表明乔布斯能取得今日的成就。他从大学退了学，没有任何正式的工程背景，刚刚从印度旅行回来。他不过是与沃兹尼亚克一起找到了一种方法，将他们对电子产品的爱好转化为了初创企业。 |
秋天的叶子As told by journalist-turned-venture capitalist Michael Moritz in Return to the Little Kingdom, Mr Jobs’ spiritual aspirations left him with little u for either shoes or soap for long periods – to the distress of co-workers. A spirituality guided by his training in Zen Buddhism has played a central part in his life, even prompting him to eschew formal medical treatment for a period during his battle with pancreatic cancer. | 带有近义词的成语风险投资家迈克尔•莫里茨(Michael Moritz)在《重返小王国》(Return to the Little Kingdom)一书中写道，乔布斯对性灵的追求导致在很长一段时间里，鞋子或者肥皂对他来说都毫无用处——这令与他共事的人十分痛苦。禅宗佛教教义在他的生活里扮演着中心角色，以致于在患上胰脏癌之后，他有一段时间拒绝接受常规治疗，试图通过佛教提倡的“精神力”克服病患。 |
Mr Jobs’ first stint at Apple was to last less than a decade. At the age of 30, after a power struggle with a more experienced executive who had been hired to run the upstart company, he was out. But in 1997, a floundering Apple acquired Mr Job’s cond company, Next, and within the year he was back in control. | 不到10年后，苹果聘用了一位更富有经验的经理人来管理这家迅速成长的企业，在一场权力斗争之后，30岁的乔布斯选择了离开他一手创办的公司。但在1997年，陷入困境的苹果收购了乔布斯开办的第二家公司NeXT，这一年还没过去，乔布斯便再度掌控苹果。 |
The iPad is the culmination of an approach that he has emingly been perfecting for his entire career. Tho who have laboured under him describe him as a stern taskmaster who understands the art of the possible, rather than a long-range visionary. That means pushing relentlessly forward rather than milking old success – even ones as significant as the iPod. | iPad是乔布斯日臻完美的职业生涯的巅峰之作。曾在他手底下做事的人将他描述为一个严厉的工头，只理解无限可能的艺术，而不是长期远景。这意味着坚持不懈地向前迈进，而不是依靠往日的成功获利——即使是iPod这样的明星产品。 |
“Other companies might try to stretch out the life of [the iPod], but they were willing to say, ‘No there’s better technology,’ ” says Carl Bass, chief executive of Autodesk, a design software company that has developed apps for the iPad. “I don’t often think about CEOs being brave and courageous, but Steve is.” | 蜂王浆的功效与作用及食用方法软件设计商欧特克(Autodesk)首席执行官卡尔•巴斯(Carl Bass)说：“其他公司可能会试图延长iPod产品线的寿命，但苹果会说，‘不，还有更好的技术。’首席执行官们并不都是勇敢无畏的，但史蒂夫绝对是这样的人。”欧特克是iPad的应用开发商之一。 |
Inside Apple, it is clear who calls the shots on design and development. “You have to make one guy like what you’re doing,” said one recently departed executive, who spoke only on the condition he not be named. “He’s the customer, and he’s the marketing department too.” | 在苹果公司内部，乔布斯在设计和开发方面拥有最终决策权。一名不愿透露姓名的苹果前高管说：“你必须让一个人喜欢你的产品。他既是用户，也是营销部门。” |
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