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如何做到“比日本更日本”

时间:2011-02-23 23:42:53  来源:  作者:

乔布斯如何做到“比日本更日本”
By Jeff Yang, Special to SF Gate
作者:Jeff Yang
Friday, January 28, 2011
Jeff Yang muses on how Apple managed to beat the tech titans of Japan by playing their game, only better
Jeff Yang剖析苹果公司如何师夷制夷,用日本的方式击败日本技术巨头。
The better part of a month has gone by, and most pundits have already weighed in on this year's CES -- the global gadget extravaganza that makes Las Vegas the gravitational center of the geek universe every January. The consensus? Meh.
这个月已经过掉大半,大部分的重量级权威都在今年的CES上集结---每年1月份举办的这场全球电子装备的盛会都将拉斯维加斯变成极客世界的重力中心。一统江湖了?未也。2
That's because the cacophony and crowds and celebrity sightings -- is there a rapper who doesn't have an audio accessory line at this point? -- couldn't disguise the fact that Apple, the new king of the tech hill, had once again refused to participate in a gathering dominated by old-guard standouts like Sony, whose 25,000 square foot pavilion is always the show's largest, and which traditionally pulls out the razzle-dazzle stops in its presser (last year: country pixie Taylor Swift; this year, the stars of "The Green Hornet" -- and their car).
这是因为,人声鼎沸、摩肩接踵、争睹名人(有哪位饶舌歌手没有设立音频附件展位的?)的热闹景象都无法掩盖一个事实,那就是苹果公司,这个技术王国的新王者,再度拒绝参加这一由守旧派大佬们主导的盛会,就拿索尼来说,它25000平方尺的巨大展厅总是全场最大展位,而且按传统,它每次的发布会是不遗余力(去年邀请了乡村歌后Taylor Swift,今年则是“青蜂侠”,连同他们的驾座)1
And that meant all the noise and clamor and glitz and glamor would almost certainly be made moot by whatever game-changing innovations Apple chose to unleash at its next invitation-only private unveiling a few months later.
这意味着几个月之后苹果公司会举办一次凭邀请函入场的发布会,随便发布个什么改变行业规范的创新产品,那时,CES上所有的这些喧嚣与荣耀几乎注定会烟消云散。
Not that the lack of an official presence prevented Apple's fingerprints from being found nearly everywhere at CES. iPhone and iPad accessories were the only things more ubiquitous than celebrity-branded headsets, and most of the show's plethora of new services and devices desperately touted their compatibility with iOS apps and hardware. (Those that didn't, from smart TVs to smartphones, were instantly benchmarked against existing or fantasized Apple products -- and more often than not, found wanting.)
虽未正式参展,但并不妨碍苹果的身影出现在CES的几乎每一个角落。iPhone和iPad的附件比任何大牌耳机都更无所不在,展会上的新设备新服务多如牛毛,但个个都争相与iOS软硬件保持兼容。(那些不兼容的,智能电视也好,智能手机也罢,都会立马遭受人们以现有的或者臆想的苹果产品的标准来挑剔,于是也只好朝兼容靠拢)。
In short, despite CES's parade of CEO keynotes and bold-faced name guests, the man who did the most to shape the show was the one who wasn't there at all.
一句话,尽管在CES作主题演讲的大腕济济一堂,姓名以粗体显示的贵宾高朋满座,其实真正决定展会导向的人物却并没有露面。2
And given Steve Jobs's recent announcement that he's once again facing health problems, it's valid to wonder if his absence is something the technology world -- and Apple's millions of global fans and customers -- may soon have to get used to beyond CES as well.
鉴于乔布斯最近宣布他再次出现健康状况,一个合理的推测是,整个科技世界,连同全球千百万的苹果粉丝和用户,恐怕得慢慢习惯他的缺席,不光只是缺席CES而已。
Ma, not meh
“无”,不是“未”
Jobs' refusal to attend CES was hardly an accident: Apple has never made a showing at the event in its three decades of existence, and as long as Jobs is its CEO, it probably never will.
乔布斯缺席CES并非偶然,苹果自打其成立的30年里就从未出席过这个展会,只要乔布斯仍然是CEO,恐怕将来也不会。
CES is the home of the mainstream, the chorus, the echo chamber; by not attending, Apple maintains its identity as the maverick, the soloist, the think-different visionary -- even though its massive success has now made it the world's eighth-largest consumer technology company by revenue.
CES是主流的大本营、合唱队、回音室。通过缺席,苹果保持了其作为异类、独唱者、“不同凡想”的梦想家的本色---尽管从营收上看,它巨大的成功已经使之位列世界第八大消费技术公司。2
That ability to express by omission holds a central place in Jobs's management philosophy. As he told Fortune magazine in 2008, he's as proud of the things Apple hasn't done as the things it has done. "The great consumer electronics companies of the past had thousands of products," he said. "We tend to focus much more. People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas." (Jobs sometimes says this even more bluntly: Nike CEO Mark Parker likes to recount the advice Jobs gave him shortly after Parker's promotion to the top spot: "You make some of the best products in the world -- but you also make a lot of crap. Get rid of the crappy stuff.")

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