The Apple Genius: Tim Cook | Rivals | 2
发布时间 2023-02-23 08:01:00 来源
摘要
In the aftermath of Steve’s death, Tim struggles to prove himself a worthy successor as he wrestles with rivals both inside and outside Apple.To listen to Business Movers ad-free, join Wondery+ in the Wondery App. Click here to download the app: https://wondery.app.link/businessmovers.Support us by supporting our sponsors!See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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It's January 2010 at an auditorium on the Apple campus in Cupertino, California. Steve Jobs, Apple's iconic CEO, stands on stage hosting a question and answer session for employees. He waits for their applause to die down a little and peers out over the audience.
在加利福尼亚库比蒂诺市的苹果公司礼堂里，正值2010年一月。苹果公司的标志性CEO史蒂夫·乔布斯站在舞台上，主持着一个为员工答疑解惑的环节。他等待着员工的掌声逐渐平息，朝观众席上眺望。
Okay. Who's next? He points to a young man with his hand up a few rows back.
好的，下一个是谁？他指着几排后面举手的一位年轻男子。
意思是：这是一个人在寻找下一个发言人，他询问并指向几排后面有一位举手的年轻男子。
Yeah, blue shirt. The young man stands up.
是的，蓝色衬衫。年轻男子站了起来。
这句话的意思是，有个年轻男子穿着蓝色衬衫站了起来。
Thank you, sir. Thank you, sir. We all know what a great product the iPhone is. Why, thank you. But competition in the smartphone market is growing and more and more companies seem to be using Google's Android operating system. Should we be worried? There's a ripple of nervous laughter in the audience.
非常感谢您，先生。我们都知道 iPhone 是一款非常棒的产品。非常感谢。但是智能手机市场的竞争越来越激烈，越来越多的公司似乎正在使用 Google 的 Android 操作系统。我们应该担心吗？听众中传出了一阵紧张的笑声。
Ah, yeah, that's a good question. No, no, we shouldn't be worried, but we should be angry.
哦，是的，那是一个不错的问题。不，不，我们不应该感到担忧，但我们应该感到愤怒。
（注：原句为口语表达，易读性较强，翻译时应注意保留其口语化的特点，使翻译结果易于理解。）
I know a lot of people at Google and we work closely with them integrating their products into the iPhone. But this mantra they have, this don't be evil thing, it's a load of crap. They've stabbed us in the back.
我认识很多在Google工作的人，我们密切合作将他们的产品整合到iPhone中。但是他们持有的那种信条，即不要做恶，是一派胡言。他们背叛了我们。
I said to Google, I met with them two years ago. I said, if we had good relations, we would guarantee Google access to the iPhone, guarantee it one or two icons on the home screen. And that's not an offer we made anyone else, but what did they do instead? They ripped us off.
我对谷歌说，我两年前曾与他们会面。我说，如果我们关系良好，我们将保证谷歌访问iPhone，并在主屏幕上保证它一个或两个图标。这不是我们向任何其他人提供的报价，但他们做了什么呢？他们抄袭了我们。
Ripped us off wholesale. They've copied our designs and our ideas. Put an Android phone and an iPhone side by side and tell me, tell me that Google didn't steal from us. You can't do it.
他们从我们身上大肆剽窃。他们抄袭了我们的设计和想法。将一部安卓手机和一部iPhone并排放着，告诉我，告诉我Google没有从我们这里窃取。你做不到。
We didn't enter the search business. They entered the phone business. You're giving Android away for free to any manufacturer that wants it and that's how much they want to cut us in undermines. Because make no mistake, they want to kill the iPhone, but we won't let them.
我们没有进入搜索业务。他们进入了手机业务。你正在免费向任何想要的制造商提供Android，这样他们想要砍我们的份额。因为毫无疑问，他们想要杀死iPhone，但我们不会让他们得逞。
The crowd leaps to their feet and Steve presses his message home.
人群跃起站立，史蒂夫传达他的信息并加强宣讲。
We've been innovating like crazy in the last few years. We file for over 200 patents for the inventions in the iPhone and I can tell you now we intend to protect them. I will spend my last dying breath on this if that's what it takes.
这几年我们一直在进行疯狂的创新。我们为iPhone的发明申请了200多项专利，我可以告诉你，我们打算保护它们。如果有必要，我会用尽最后一口气来维护这个。
Android is a stolen product. I'm going to destroy it.
Android是一款盗版产品。我打算摧毁它。
In 2007, Apple sold 1.3 million iPhones. Just two years later, annual sales were over 20 million. And in 2010, Steve Jobs hoped to double that number. But there was a problem, the rise of Google's Android. Steve recognized that Android was a threat to the iPhone and as he said, he was determined to do everything in his power to protect his dominance in the market.
在2007年，苹果公司售出了130万部iPhone手机。仅仅两年后，年销量达到了超过2000万部。而在2010年，史蒂夫·乔布斯希望将这个数字翻倍。但是问题出现了，谷歌的Android系统的崛起。史蒂夫认识到Android系统对iPhone的威胁，他表示决心尽一切所能保护自己在市场上的主导地位。
But Steve wouldn't have the opportunity to finish the fight he started in January 2010 on stage in Cupertino. The following year, in October 2011, Steve would die from cancer. The task of battling Apple's rivals would be left to Steve's successor, Tim Cook. And in the wake of Steve's death, Tim would take the fight to the competition, not just in the marketplace, but in the courts. At stake were billions of dollars in the future of Apple itself. But Tim, the newly appointed Apple CEO, was determined to finish what Steve started, achieved victory in what would come to be known as the smartphone wars.
但史蒂夫无法完成他在2010年1月开始的战斗，因为他在随后的2011年10月因癌症去世了。对抗苹果的竞争对手的任务将留给史蒂夫的继任者蒂姆·库克。在史蒂夫去世后，蒂姆不仅在市场上打击竞争对手，而且在法庭上也取得了胜利，因此，苹果公司未来的数十亿美元收益岌岌可危。但新任苹果CEO的蒂姆决心完成史蒂夫开始的事业，在后来被称为智能手机战争的战斗中获得胜利。
In a four-part series, the Generation Y podcast unravels the story of Khalif Browder, a young boy falsely accused of stealing a backpack and held it record island for three years without trial. This is a story about a young life caught in the middle of the justice system. Listen to Generation Y on Amazon Music or wherever you get your podcasts.
Generation Y的一个四部曲系列节目，讲述了哈利夫·布劳德的故事，他是一名被错误指控偷窃背包并被关押在罗斯福岛三年而未经审判的年轻男孩。这是一个年轻生命被困在司法系统困境中的故事。请在亚马逊音乐或您获得播客的任何地方收听Generation Y。
I'm Lindsay Graham and this is BusinessMivers.
我是林赛·格雷厄姆，欢迎来到商业先锋。
Tim Cook was perhaps an unlikely successor for Apple co-founder Steve Jobs. As Apple's long-time chief operating officer, Tim was a brilliant administrator. During his decade at Apple, he had reshaped the company's supply chain and logistics. But he didn't have Steve's eye for design, or his passion for new technology. And Tim knew that many people, inside and outside the company, had doubts about him and questioned whether he was the right man to take Apple forward.
蒂姆·库克或许是苹果公司联合创始人史蒂夫·乔布斯的不太可能的继任者。作为苹果长期的首席运营官，蒂姆是一位出色的行政管理者。在他十年的苹果工作期间，他改变了公司的供应链和物流。但他没有史蒂夫的设计眼光，也没有他对新技术的热情。蒂姆知道很多人内外部公司都对他表示怀疑，并质疑他是否是带领苹果向前发展的合适人选。
For his part, Tim was keen to prove to the world that the tech company was in good hands and that the future would be just as exciting and dynamic as the past had been under Steve. In September 2012, Tim took to the stage at a special press event in San Francisco and unveiled the iPhone 5, the first iPhone to be developed entirely under his leadership.
对于蒂姆而言，他非常希望向世界证明这家科技公司走向良好，未来将会和过去在史蒂夫的领导下一样令人兴奋和充满活力。在2012年9月，蒂姆在旧金山的一次特别新闻发布会上登台展示了iPhone 5，这是他完全领导下开发的第一款iPhone。
On stage, Tim trumpeted its new, lighter, and thinner design, one that his predecessor Steve no doubt would have loved. And when the iPhone 5 went on sale later that month, Apple sold five million units in its first weekend. That was a record for the company, but it was also the weakest year-on-year growth in sales in iPhone history. Wall Street was unimpressed and Apple's stock price slumped to a six month low.
在舞台上，蒂姆吹嘘了它的新款设计，更轻巧、更薄，这是他的前任史蒂夫毫无疑问会喜欢的。当 iPhone 5 在那个月晚些时候开始销售时，苹果公司在首个周末就销售了五百万部。这是公司的记录，但也是 iPhone 销售历史上同比增长最弱的一年。华尔街对此并不满意，苹果的股价跌至六个月的最低点。
But for Tim Cook, the bad news didn't end there. With the previous versions of the iPhone, Google Maps had been the default mapping software. But Google's move into the smartphone business had soured relations with Apple. The dispute over Android led Apple to discard Google Maps and build mapping software of its own.
但对于蒂姆·库克来说，坏消息还没有结束。在之前的iPhone版本中，谷歌地图是默认的地图软件。但谷歌进军智能手机业务使苹果与之关系恶化。由于对Android的争端，苹果放弃了谷歌地图，并自行构建了地图软件。
The iPhone 5 was the first product to feature this new application, Apple Maps. Apple had promised customers that Apple Maps would be even better than the Google product it replaced. It would be more beautiful, more intuitive, and more in keeping with the company's ethos of sophisticated simplicity. But the software didn't work. On release, Apple Maps was riddled with errors.
iPhone 5是第一个拥有全新应用Apple Maps的产品。苹果公司曾承诺，该应用将比所取代的谷歌产品更出色。它将更加美观、更加直观，并符合公司精致简约的理念。但是这个软件没有正常运作。推出时，Apple Maps充满了错误。
Entire cities were mislabeled. Major landmarks were missing, and the directions given were often outdated or inaccurate. The app was greeted with frustration and mockery by iPhone users and with delight by Apple's competitors. As criticism grew in the media, Tim Cook was embarrassed and furious.
整个城市的标注都出了错。一些重要标志性建筑物缺失，而提供的导航信息时常过时或者不准确。这个 App 令 iPhone 用户感到非常失望和愤怒，同时也让苹果竞争对手感到非常开心。随着媒体上的批评越来越多，蒂姆·库克感到尴尬和愤怒。
Apple's grip on the smartphone market it had created was already weakening. Now, more and more companies were producing touchscreen devices that further threatened the iPhone's dominance. In this increasingly competitive environment, the Apple Maps Fiasco was a misstep the company could not afford. But external competition weren't the only troubles mounting for Tim.
苹果公司对其所创造的智能手机市场的掌控力早已在减弱。现在，越来越多的公司正在生产触摸屏设备，进一步威胁着iPhone的主导地位。在这个日益竞争的环境中，苹果地图惨败是公司不能承受的失策。但外部竞争并不是蒂姆面临的唯一困难。
Internal rivals were circling as well. After the death of Steve Jobs and Tim's rise to CEO, there were those at Apple who felt the top job should have gone to them instead of Tim. The internal discord was about to plunge him into his first crisis as Apple CEO. And to resolve it, you would have to remember some of the last words Steve Jobs ever said to him.
在蒂姆·库克升任苹果公司CEO后，由于史蒂夫·乔布斯的去世，内部竞争对手也开始出现了。有些人认为，掌管苹果的高层应该是他们而不是蒂姆。内部不和将使他陷入苹果CEO的第一个危机中。要解决这个问题，你需要记住乔布斯最后对他说的一些话。
Apple's co-founder had told his successor not to obsess wondering what Steve might have done. He told Tim to do what he felt was right. In the midst of these internal rivalries, Tim would remember Steve's advice. Step out from his predecessor, Shadow, and fashion Apple in his image.
苹果公司的联合创始人曾告诉他的继任者不要过于沉迷于想象史蒂夫会怎么做。他告诉蒂姆要做自己认为正确的事情。在这些内部竞争中，蒂姆会记住史蒂夫的建议。他会超越前任的阴影，以自己的形象打造苹果公司。
This is the second episode in our four-part series on Tim Cook, Rivals. It's late September 2012, almost three years after Steve Jobs attacked Google on stage at the Apple campus. CEO Tim Cook takes his seat at the head of the table in the company boardroom. He's called this crisis meeting with Apple's top executives, but there's one man not here he's dying to talk to. Scott Forstall, the public face of the iPhone's iOS operating system.
这是我们关于蒂姆·库克和竞争对手的四集系列的第二集。时间来到了2012年9月底，距离史蒂夫·乔布斯在苹果校园向谷歌发起攻击已经过去了近三年。CEO蒂姆·库克在公司会议室的会议桌上坐下，召集了苹果公司的高管开会，但他却想找一个人谈话，而这个人并没有出席--Scott Forstall，iPhone的iOS操作系统的公共代表人。
There are all sorts of rumors floating around about Scott. Some say he's bitter because Tim was chosen to replace Steve over him. But today, Tim doesn't have time for the rumor mill. He's called this meeting because he wants to get to the bottom of ongoing problems with Apple Maps.
关于斯科特，到处都有各种各样的谣言传播。有人说他很愤怒，因为蒂姆被选为接替史蒂夫而不是他。但今天，蒂姆没有时间去管这些谣言。他召开这次会议是因为他想要弄清楚与苹果地图持续存在的问题。
"All right, I think everyone's here. Hey, can you hear me, Scott?" "Yeah." "Well, thanks for dialing in. I know you're on vacation. No problem, Tim. What can I do for you?" "Well, Scott, can you tell me about the testing, the QA process on Apple Maps? Where did we drop the ball in that?"
“好的，我想大家都到齐了。嘿，Scott，你能听到我说话吗？” “能。”“嗯，谢谢你接听电话。我知道你在度假。” “没问题，Tim，有什么我能帮忙的吗？” “嗯，Scott，你能告诉我关于Apple地图的测试和QA流程吗？我们在哪里失误了？”
"Well, this is a complicated bit of software. Google spent a decade building their app and what we've achieved in a fraction of that time is incredible. We pushed the envelope, I think, in the best traditions of this company." But hearing this, Tim seats, "You have it Scott, in the best traditions of this company, the software works." "Well, I've been using it in my car for weeks. We're not seeing these problems that people claim are happening. You and your team live in the Bay Area, right?" "Yeah."
“嗯，这是一款复杂的软件。谷歌花费了10年的时间来开发他们的应用程序，而我们在那段时间的一小部分时间内所取得的成就是不可思议的。我认为我们按照该公司最好的传统推动了技术的进步。”蒂姆听到这句话后坐下来说，“你说得对，Scott。按照该公司最好的传统，这个软件正常运行。”“嗯，我已经在我的汽车上使用它几个星期了。我们没有看到人们声称发生的这些问题。你和你的团队住在海湾地区，对吗？”“是的。”
"So it works in San Francisco and Silicon Valley. But what about the rest of the world? We had a team of QA testers working on that very question. And how many? I think eight. For 81 countries, across the globe, Tim grabs a piece of paper off the table. Look, I printed out a list of just some of the complaints. Paddington station in London disappeared.
在旧金山和硅谷运行良好，那么其他地区呢？我们有一支QA测试团队正在就这个问题进行测试。他们有多少人？我想是8个人。他们覆盖全球81个国家。蒂姆从桌子上拿起一张纸条给你看。看，我打印了一份投诉列表。伦敦帕丁顿车站不见了。
In Dublin, we have an airfield that doesn't exist. In the Australian Outback, we've got towns marked miles and miles away from their actual location. Authorities there are warning people not to use our product because it is an I quote, unsafe." "Tim, there are bugs in every product launch." "I don't want excuses, Scott. I want solutions. So first things first, we need to issue an apology."
在都柏林，我们有一个不存在的飞机场。在澳大利亚内陆，我们有城镇的标记和实际位置相差数英里。当地当局正警告人们不要使用我们的产品，因为它是被评为“不安全”的。 “Tim，每个产品发布都会有一些小问题。” “我不想听借口，Scott。我想要解决方案。首先，我们需要发出道歉。”
"An apology? Why?" The other executives around the boardroom shift awkwardly in their seats at Scott's open challenge, Tim. "I mean, Tim, I mean, what's the goal here? We should absolutely issue a statement, yes, but we shouldn't apologize. We should stress how successful maps has been. Usage is strong. The flyover feature people love it. We say all of that and say that we'll address the small number of problems down the line."
“为什么要道歉？”斯科特挑战蒂姆时，其他办公室高管都局促不安地在自己的座位上移动。 “我的意思是，蒂姆，我是说，这里的目标是什么？我们绝对应该发布一份声明，但我们不应该道歉。我们应该强调地图的成功。使用率很高。人们喜欢俯瞰功能。我们说出这一切，并表示我们会在未来处理少量的问题。”
"It's not a small number, Scott. Look, an apology just takes us off target. And we have to think about the future here as well. I mean, culturally, if we're going to a base ourselves in public every time anything goes wrong with a challenging product, then who's going to put up their hand with the next crazy idea, the next iPhone, the next iMac? Where's the innovation going to come from if we're too scared to make a mistake? We've let our customers down, Scott.".
“这不是一个小数字，斯科特。听我说，道歉只会偏离我们的目标。我们还要考虑未来。从文化的角度来看，如果每次挑战性产品出现问题我们就在公众场合道歉，那么谁会拿出下一个疯狂的想法，下一个iPhone或者iMac呢？如果我们太害怕犯错，创新又从何而来呢？我们辜负了顾客，斯科特。”
We're going to apologize. Well, Steve wouldn't. Tim takes a deep breath. He certainly knows how Steve would have reacted to this show of defiance, how angry he would have been. But Tim is not Steve. He keeps his composure. You know, Scott, one of the last things Steve said to me was not to waste my time wondering what he might or might not have done in my shoes. He told me just to do the right thing. Making an apology is the right thing. That's what we're going to do.
我们要向对方道歉。不过，史蒂夫不会这样做。蒂姆深吸一口气。他清楚史蒂夫对这种反抗的反应，知道他会有多生气。但蒂姆不是史蒂夫，他保持镇静。你知道的，斯科特，史蒂夫最后告诉我，不要浪费时间猜测他在我这个位置上会做什么或不会做什么，他告诉我只要做正确的事情就行了。道歉是正确的事情，这就是我们要做的。
Despite Tim's wishes, Scott refused to be part of any public apology. When Apple issued an open letter to his customers on September 28, 2012, it was signed by Tim Cooke alone. In the letter, Tim apologized and advised customers to use Google Maps or Microsoft Bing while Apple ironed out the problems in its own software. Recommending rival products was an unprecedented and humiliating move for Apple. It was a sign of just how badly Tim felt things had gone wrong.
尽管Tim希望Scott加入公开道歉的行列，但Scott拒绝了。 2012年9月28日，当Apple向他的客户发布公开信时，只有Tim Cooke签署了该信。在信中，Tim道歉并建议客户在Apple解决自己软件中的问题之前使用Google Maps或Microsoft Bing。 推荐竞争对手的产品对于Apple来说是前所未有的耻辱之举。 这表明Tim认为事情出了大问题。
With a map's fiasco didn't simply come down to the failings of Scott Forstall. The embarrassing episode had revealed to Tim an entire executive structure at Apple that was run into its core. When Steve Jobs was Apple's CEO, he was reluctant to give too much power to anyone individual. Back in the 1980s, he had been ousted from the company he co-founded by a man he appointed. It was not an experience Steve wanted to repeat.
这场地图惨败事件并不仅仅是Scott Forstall的失误。这件令人尴尬的事件让Tim看到了苹果公司整个管理层的根本问题。在Steve Jobs担任CEO时，他不愿意让任何个人拥有过多的权力。上世纪80年代，他曾被一个他任命的人赶出自己创立的公司。这不是Steve想要重复的经历。
So when he returned to Apple in the 90s, he implemented a flat corporate structure and encouraged rivalries between different executives and departments. He believed this competition spurred innovation. It also left him as the arbiter between those warring egos with total control over the company. But what had worked for Steve Jobs was not necessarily going to work for his successor.
所以，在90年代，他回到苹果公司时，实施了扁平化的企业结构，并鼓励不同高管和部门之间的竞争。他相信这种竞争会刺激创新。这也让他成为那些互相对立的自我角色的仲裁人，完全控制着公司。但是，适合史蒂夫·乔布斯的做法不一定适合他的继任者。
Steve's abrasive style wasn't Tim's preference. Tim was quieter, more reserved, someone who always favored a more collegiate approach. When he first arrived at Apple in the late 90s, Tim had avoided politics and drama. He was a demanding boss with high expectations of those who worked for him, but he couldn't stand egos, and he had no time for those who took undeserved credit or tried to avoid blame.
史蒂夫的过于刺耳的风格不是蒂姆所喜欢的。蒂姆更加沉稳，内敛，总是倾向于采取更加大学化的方法。当他在上世纪90年代初来到苹果时，蒂姆避免了政治和戏剧。他是一个严格的老板，对那些为他工作的人期望很高，但他不喜欢自负，也没有时间为那些不应得的赞誉或试图逃避责任的人站台。
Still, Tim knew the company was going through a disruptive and emotional time following his co-founders' death. Tim didn't want to rock the boat in his early months as CEO, so Tim stressed continuity. In February 2012, Tim addressed investors at the Goldman Sachs Technology Conference in San Francisco. He told the audience there that Apple has this unique culture that you can't replicate. I'm not going to witness or permit the slow undoing of it, because I believe in it so deeply.
然而，蒂姆知道公司正在经历他的联合创始人去世带来的颠覆性和情感上的困难时期。在担任CEO的早期几个月里，蒂姆不想搞乱船，所以他强调继承性。2012年2月，蒂姆在旧金山高盛科技会议上向投资者发表讲话。他告诉听众，苹果拥有一种无法复制的独特文化。我不会目睹或容忍它慢慢解体，因为我深信不疑。
But the Apple Maps fiasco demonstrated to Tim that something had to change. A month after the release of Apple Maps, it was clear that the problems were not going away. The buggy software was somehow only getting worse, and Tim decided its development had been catastrophically mismanaged. More attention had been lavished on the look and feel of the app than the all-important data that underpinned its functionality.
但是苹果地图的惨败向蒂姆表明，必须做出改变。苹果地图发布一个月后，问题显然没有消失。有缺陷的软件不仅没有改善，反而越来越糟糕，蒂姆决定该软件的开发管理已经灾难性地失控了。在地图应用程序的外观和感觉上花费了更多的注意力，而忽视了支撑其功能的至关重要的数据。
There was plenty of blame to go around, but Tim laid the fault at the feet of the man who was in charge of making the app a success, software chief Scott Forstall. Scott was a smart and talented engineer. With his black shirts and jeans and his combative style, he deliberately mimicked Steve Jobs. Businessweek magazine once described him as the Sorcerer's apprentice, just the taskmaster Apple needs to stay on top. But like Steve, Scott was also a divisive figure. He was a man with an ego, unafraid to fight, and ultimately Tim decided, it was time to make a big move.
有很多的责任可以分配，但Tim把错误归咎于负责应用程序成功的软件主管Scott Forstall。Scott是一位聪明而有才华的工程师。他穿着黑衬衫和牛仔裤，有对抗性的风格，故意模仿史蒂夫·乔布斯。《商业周刊》曾经形容他为魔法师的学徒，正是苹果需要的能够保持领先地位的严格的任务负责人。但像史蒂夫一样，Scott也是一个具有分裂性的人物。他是一个有自尊心、不畏惧战斗的人，最终Tim决定，是时候做出大动作了。
In late October 2012, Tim called Scott to his house in Palo Alto and welcomed him inside with a severance package ready for Scott to sign. The Maps disaster gave Tim the opportunity to eliminate his rival. But for Tim, the decision was not about company politics or even maintaining power, at least not entirely. And it wasn't exclusively about Scott's failures either. In large, the decision was about his refusal to recognize his mistakes and apologize.
2012年10月底，蒂姆邀请斯科特来到他在帕洛阿尔托的家中，准备好了解雇协议让斯科特签字。地图项目的失败给了蒂姆除掉竞争对手的机会。但对于蒂姆来说，这个决定不仅仅是关于公司政治或者维持权力。它也不完全是关于斯科特的失败。在很大程度上，这个决定是关于斯科特拒绝承认自己的错误和道歉。
By dismissing Scott, the so-called Sorcerer's apprentice, Tim was reshaping his executive team in his image. The press release, which announced Scott's departure, emphasized those who remained at the company in their roles and responsibilities. In the statement, Tim heralded a new era of collaboration across hardware, software, and services. But what Tim called collaboration, others called control. To some observers, the executive shake-up seemed like a victory for Apple's administrators over its creatives. No more would radical thinkers be given a free reign to come up with new ideas. As Tim Cook, a lifelong operations man, was stamping his mark on the company.
蒂姆把被称为巫师的学徒斯科特开除，重新塑造了他的高管团队。宣布斯科特离职的新闻稿强调了公司中那些留任的人在其角色和责任方面的表现。在该声明中，蒂姆宣布了一个跨硬件，软件和服务的合作新时代。但是，蒂姆所谓的合作，有些人称作控制。对一些观察家来说，高管人事变动似乎是苹果公司管理人员取得了创意人员胜利。不再会让激进思想家自由发挥想象力。蒂姆库克是一个终身从事运营的人，他正在对公司印上他的烙印。
But Tim didn't see it that way. He may have changed the executive structure, but he was determined to preserve the innovative spirit he saw as the heart of the company. In fact, Tim ensured that one of the big winners from his corporate reorganization was a creative, the British designer, Johnny Ive.
但是，蒂姆并不这么认为。虽然他改变了公司的执行结构，但他决心保持作为公司核心的创新精神。实际上，蒂姆确保他的企业重组中的大赢家之一是创意人，英国设计师乔尼·艾维。
Before his ouster, Scott Forstall had controlled the look and feel of the iPhone's operating system. Now, Tim gave that responsibility to Johnny. The design of iOS had been one of the few genuine creative differences between Johnny and his mentor Steve Jobs. Steve liked the iPhone's grid layout of colorful squares, with their textured icons of folders and trash cans. But Johnny hated it. He thought the icons were clunky and worked against the simplicity and elegance of the devices themselves. Johnny dreamed of completely redesigning the operating system, making the software as beautiful to him as the physical hardware was. That was impossible under Scott Forstall, who jealously defended his territory. But with Scott gone, Johnny had his chance.
在被解雇之前，斯科特·福斯托尔一直掌控着iPhone操作系统的外观和感觉。现在，Tim将这个责任交给了Johnny。iOS的设计一直是Johnny和他的导师史蒂夫·乔布斯之间仅有的真正创意差异之一。史蒂夫喜欢iPhone的彩色方格布局，带有纹理的文件夹和垃圾桶图标。但约翰尼讨厌它。他认为这些图标笨重，并且破坏了设备本身的简洁和优雅。约翰尼梦想着完全重新设计操作系统，让软件像他认为的硬件一样美丽。在斯科特·福斯托尔的管理下，这是不可能的，因为他嫉妒地捍卫自己的领域。但是随着斯科特离开，约翰尼有了机会。
Tim had reshaped the executive team in a manner of his choosing. But there was another inheritance from Steve Jobs that Tim could not escape. Apple's bitter rivalry with his competitors. Steve had always felt that Google stole Apple's ideas when it created the Android operating system. And Tim didn't disagree. But the simmering dispute with Google was nothing compared to the battle Tim faced with a brand new rival in the smartphone market, a South Korean electronics company Samsung.
蒂姆按照自己的意愿对执行团队进行了重组。但是，史蒂夫·乔布斯留下的另一个遗产使蒂姆无法逃脱：苹果与竞争对手的激烈竞争。史蒂夫一直认为，在创建Android操作系统时，谷歌窃取了苹果的想法。而蒂姆并不反对这个看法。但是，与谷歌的潜在争端相比，蒂姆面临的在智能手机市场上的全新竞争对手，一个韩国电子公司三星，更加激烈。
In May 2012, Samsung released its latest flagship device. The Galaxy S3 was hailed by press as the best smartphone in the world, and dubbed an iPhone killer. The models of the Galaxy S3 were boosted by a $200 million marketing blitz. At the start of 2012, Samsung and Apple shared the global smartphone market was about equal. Both companies held 19%. With thanks to the Galaxy S3, by the end of the year, Samsung had more than doubled its share to almost 40%.
在2012年5月，三星发布了其最新旗舰设备。Galaxy S3被媒体誉为世界上最好的智能手机，也被称为iPhone的杀手。Galaxy S3的型号得益于2亿美元的营销攻势。在2012年初，三星和苹果在全球智能手机市场的份额大约相等，都占据19%。随着Galaxy S3的推出，到年底，三星的市场份额已经增长了一倍以上，达到了近40%。
Tim Cook watched the rise of Samsung's Galaxy S3 with growing irritation. In Tim's eyes, just like Google, Samsung had copied Apple's designs and ideas. Their so-called iPhone killer wasn't just a rival. It was a rip-off. One that Tim intended to expose.
蒂姆·库克看着三星Galaxy S3的崛起，感到越来越烦恼。在蒂姆看来，就像谷歌一样，三星抄袭了苹果的设计和创意。他们所谓的“iPhone杀手”不仅是竞争对手，而且是一个抄袭品。蒂姆打算揭露这一点。
Hey, everyone. I'm Patrick Weiman, host of Tides of History, the podcast that covers thousands of years of recorded history, taking you back in time and placing you in the lives of those who came before us. With five seasons and over 250 episodes, there's something for everyone. If you're interested in the Iron Age, check out the entire season devoted to that era, which explores myriad topics including classical empires like the Neo-Assyrians, the Phoenicians, and Greece's Dark Age. Or listen to our deep dives into Renaissance Italy, the invention of news, the Protestant Reformation, witch hunts, and even the Black Death. And if you prefer more contemporary history, listen to our episode about the unparalleled rise of capitalism.
大家好，我是Patrick Weiman，Tides of History播客的主持人。这个播客涵盖了数千年的历史，将您带回过去，并让您置身于我们之前的那些人们的生活中。有5个季节和超过250集，适合各种人。如果你对铁器时代感兴趣，可以听一整个季节关于那个时代的内容，涵盖许多主题包括新亚述帝国、腓尼基人和希腊的黑暗时代等等。或者听我们深入挖掘的内容包括文艺复兴时期的意大利、新闻的发明、新教改革、猎巫运动，甚至是黑死病。如果你更喜欢当代历史，可以听我们的剧集关于无与伦比的资本主义崛起的内容。
Whether you're a history buff or just have a passing interest, Tides of History will fill you with wisdom and wonder for everything that came before. Follow Tides of History wherever you get your podcasts. You can listen ad-free on the Amazon Music or Wondery app.
无论您是历史爱好者还是仅仅有一点兴趣，历史的潮汐都会为您提供智慧和惊奇，让您了解过去的一切。在任何地方收听历史的潮汐，您可以在亚马逊音乐或Wondery应用上无广告收听。
It's a cloudy, cool morning in early February 2013 at Apple headquarters in Cupertino, California. Tim Cook warms his hands on a cup of coffee as he strolls through the tree-lined park at the heart of Apple's campus. Tim turns to look at the man trotting beside him. Apple's head of product marketing, 52-year-old Phil Schiller. Greyhaird and stocky New Englander has his face buried in his iPhone screen. As he walks, he reads aloud an article from the Wall Street Journal about the rise of Samsung and its best-selling smartphone, the Galaxy S3.
2013年2月初，加利福尼亚库比蒂诺的苹果总部上空阴云密布，气温低下。蒂姆·库克捧着一杯咖啡，漫步在苹果园区的绿树成荫的公园里，暖和双手。他转身看着旁边那个小跑着的男人，苹果产品营销负责人菲尔·席勒，一位五十二岁的灰发壮汉，一边走着，一边聚精会神地看着自己的iPhone屏幕。他读着《华尔街日报》上关于三星和其畅销智能手机Galaxy S3崛起的文章。
Listen to this, Tim. The deep-pocketed Korean company has used a combination of engineering prowess, manufacturing heft and marketing savvy to create smartphones that can rival the iPhone in both sales and appeal. Tim shakes his head. Samsung sure is the media darling right now. Well, this is the part that really got me, though. A former Apple customer who ditched his phone for the S3 said, if you see this stuff on TV enough, it gets you thinking. Tim, this is a marketing problem. The iPhone 5 is a better phone than the S3. It just is. But that's not the public's perception.
听着，Tim。这家富有的韩国公司利用工程技术、制造力量和市场智慧的结合，创造了能够与iPhone在销售和吸引力上一较高下的智能手机。Tim摇摇头。现在三星确实是媒体宠儿。不过，这是真正让我感到困扰的地方。一个曾经用苹果手机，最终换成S3的顾客说，如果你在电视上看到这些东西足够多的话，你就会开始思考。Tim，这是一个市场营销的问题。iPhone 5 是一部比S3更好的手机。它本来就是。但这不是公众的看法。
Phil thrusts his phone into his pocket in frustration. Their stupid ads aren't even that great. I mean, they're not original. They're just, God, they're ripping us off again. It's like, I'm a Mac, I'm a PC. Yeah, well, only now we're the uncool ones. Back in 2006, Apple began a series of ads which comically played out its reputation for effortless cool in comparison to stuffy old-fashioned PCs running Windows. Now seven years later, Samsung is using the same trick, but this time mocking Apple as the company that stuck in the past.
菲尔沮丧地将手机塞进了口袋。这些愚蠢的广告甚至都不够出色。我的意思是，它们并不原创，它们只是在抄袭我们。这就像，我是 Mac，我是 PC。是啊，现在我们成了不酷的一方。在2006年，苹果开始了一系列广告，以滑稽的方式演绎出自身在与老旧的Windows运行的PC相比的轻松酷炫的声望。而现在，经过七年时间的洗礼，三星也使用同样的伎俩，但这一次嘲笑苹果是那个停滞在过去的公司。
And you know, the Samsung ad shouldn't be that hard to beat. But look at our ads. They have no style, no cut-through. The fact is we're just not getting what we need from media arts. And to be frank, Tim, we haven't been for a while. Media Arts Lab. Apple's Los Angeles-based advertising agency has been responsible for some of its most iconic commercials. But Phil isn't happy with their recent efforts or the agency's attitude.
你知道的，三星的广告不应该很难打败。但看看我们的广告，它们没有风格、没有冲击力。事实是，我们从媒体艺术中没有得到我们需要的。坦率地说，蒂姆，我们已经有一段时间没有得到了。苹果在洛杉矶的广告代理商Media Arts Lab负责创作一些标志性的广告。但菲尔对他们最近的努力或代理机构的态度并不满意。
We need to hit back at Samsung. And I brought this up with them. With media? What'd they say? They're denying there's even an issue. They want to talk about us slipping, not them. We are the most successful tech company in existence. We make the world's best products. And they don't seem to accept that first and foremost, they need to do a better job for us. Hearing this, Tim pauses. Takes a sip of coffee.
我们需要反击三星。我已经和他们提过这个问题了。用媒体吗？他们说了什么？他们否认有任何问题存在。他们想谈论我们的失误，而不是他们自己。我们是存在的最成功的科技公司。我们生产出世界上最好的产品。他们似乎不明白，首要的是他们需要为我们做得更好。听到这些，Tim停顿了一下，喝了一口咖啡。
Well, we've been with them for over 15 years. I know, I know. But loyalty is a two-way street. If they're no longer giving us what we need, then we need to do something about it. Should we look for another agency? Well, let's put some feelers out. They'll hear about it. Well, good. I don't want to let them go. But they have to realize that we have options if they don't improve. They need us a lot more than we need them. And maybe this will light a fire underneath them.
好的，我们已经和他们在一起15年了。我知道，我知道。但是，忠诚是双向的。如果他们不能再给我们所需的，那么我们需要采取行动。我们应该寻找另一家机构吗？好吧，我们来试探一下。他们会听到的。好的，我不想放弃他们。但是，他们必须意识到，如果他们不改进，我们有其他选择。他们比我们更需要我们。也许这会让他们受到一点激励。
And if it doesn't, look, I want a campaign that will change the public's perception of Apple and take the fight to Samsung. If media art slab isn't up to the task, then I'll find someone who is. The pressure Tim put on Apple's long-time advertising agency worked. A couple of months later, media art slab returned to Apple to present their ideas for a new branding campaign. He wasn't a commercial for a particular product, but for the company itself. Tim Cook and several senior members at Apple's marketing team filed into a conference room to see what the ad men had come up with.
如果这个广告没有达到预期效果，那么我希望我们的广告宣传能够改变公众对于苹果的看法，并向三星发起挑战。如果媒体宣传不行的话，我会寻找能够胜任的人。蒂姆对苹果长期广告代理的压力起了作用。几个月后，媒体宣传团队回到苹果，展示了他们新的品牌宣传战略的想法。这个广告不是针对特定产品，而是针对公司本身的。蒂姆·库克和苹果市场团队的几位高管走进会议室，看看广告公司的创意。
The first pitch was titled, Leave It Better Than You Found It. The commercial featured an animation of a seed growing into a sapling and then finally into an enormous apple tree. The message resonated with him. Apple had changed and it had grown. At its core, it was the same idea, the same seed, make things that inspire others. Horton by Tim's enthusiastic response. The executives from media art slab introduced their second idea, Intention. A 90-second commercial conceived to summarize Apple's creative ethos. The film was a minimalist animation of swirling black dots on a gray background, narrated by simple text that took viewers on a journey through Apple's design process. From conception through to production, the moment when it was finally worthy of the statement etched into every product the company made, designed by Apple in California.
这个标题是“留下比你发现时更好的”，广告展示了一颗种子长成一棵小树，然后最终成为一个巨大的苹果树的动画。这个信息深深地打动了他。苹果公司已经改变了，并且已经成长了。它的核心是相同的想法，相同的“种子”，制造能够激励其他人的东西。蒂姆对于霍顿的热情回应非常满意。由媒体艺术板块主管介绍了他们的第二个想法，“意图”。“意图”是一部90秒的广告影片，旨在总结苹果的创意精神。这部电影是一个极简动画，在灰底黑点的背景下旋转，旁白简单地叙述了观众通过苹果的设计过程的旅程。从概念到生产，最终让每一个产品都配有公司制作的“加州设计”的陈述，而这一刻正是值得的。
As the lights came up in the conference room, Tim smiled. He knew Intention was the one. His answer to Samsung's mockery wouldn't be hurling insults in return. It would be an earnest statement of Apple's ideals. A commercial which said, This is who we are, so we've always been. And that's not about to change.
当会议室里的灯光亮起来时，蒂姆微笑了。他知道“意图(Intention)”就是那个方案。他作为对三星的嘲讽不会回击辱骂，而是会诚挚地陈述苹果的理念。这个广告会说：“这就是我们，我们一直都是这样的，而且不会改变。”
While Tim got ready to fight back against Samsung in the media, another more serious and expensive battle was already taking place in the courtroom. On April 15, 2011, back when Steve Jobs was still alive, Apple filed its first lawsuit against Samsung. Samsung was one of several rival technology companies that had responded to the spectacular success of the iPhone by developing smartphones of their own. So to many in Cupertino, these devices were nothing more than cheap imitations. Apple challenged some of the smaller manufacturers in court and forced them into settlements.
当蒂姆准备在媒体上反击三星时，另一场更为严重、更为昂贵的战斗已经在法庭上展开。在乔布斯还活着的2011年4月15日，苹果对三星提起了第一起诉讼。三星是几个技术竞争对手之一，他们在iPhone的巨大成功之后，开发了自己的智能手机。因此在库比蒂诺，这些设备不过是廉价的山寨产品而已。苹果在法庭上挑战了一些较小的制造商，并迫使他们达成和解。
But Samsung was a more formidable foe, a sprawling conglomerate with billions of dollars in resources that could not easily be bullied or cout into submission. And there was another complication of which Tim Cook, master of Apple's supply chain, was all too aware. Samsung wasn't just a rival for Apple. The South Korean firm was one of their most important suppliers as well. By 2010, Apple was spending billions of dollars a year on microchips, memory drives, and LCD displays made by Samsung. Tim knew that Apple's success was due at least in part to its vital relationship with the company. And he was also fully aware that a legal dispute would likely bring that mutually beneficial relationship to an end.
然而，三星是一个更强大的对手，一个庞大的综合企业，拥有数十亿美元的资源，不容易被欺负或迫使屈服。还有另一个问题，苹果供应链大师蒂姆库克非常清楚。三星不仅是苹果的竞争对手，还是他们最重要的供应商之一。截至2010年，苹果每年在三星生产的微芯片、存储器和液晶显示器上花费了数十亿美元。蒂姆知道苹果的成功至少部分归功于与这家公司的重要关系。他也非常清楚，法律纠纷很可能会终止这种互惠互利的关系。
So Tim urged his boss, Steve Jobs, to settle the dispute out of court. In the summer of 2010, Steve and Tim met with the president of Samsung to try and iron out their differences in person. And for the next six months, the firms negotiated through their lawyers. Each accused the other of stealing their intellectual property. Apple claiming Samsung copied the design and interface of the iPhone with Samsung claiming Apple stole its mobile communications technology. But in spite of the serious charges being levied, Tim hoped that both sides could reach a deal, one where they would share patents and avoid a lengthy and costly court battle.
蒂姆敦促他的老板史蒂夫·乔布斯私下解决纷争。2010年夏天，史蒂夫和蒂姆与三星的总裁会面，试图亲自解决彼此之间的分歧。接下来的六个月里，两家公司通过律师进行谈判。双方相互指责对方窃取了其知识产权。苹果声称三星抄袭了iPhone的设计和界面，而三星则声称苹果窃取了其移动通信技术。但是，尽管有着严重的指控，蒂姆希望双方都能达成一项协议，共享专利并避免漫长而昂贵的法庭战争。
But then in February 2011, Samsung released the Galaxy Tab 10.1, a 10-inch tablet computer that looked remarkably like the iPad. Steve Jobs was furious. In his mind, the South Koreans were cheating, and he decided enough was enough. On April 15, 2011, Apple submitted a 38-page complaint against Samsung in the United States District Court for Northern California. In it, Apple lawyers accused Samsung of infringing on its patents in numerous smartphone and tablet products. One week later, Samsung counter-sued, accusing Apple of stealing their patents. The two companies were at war.
然而，2011年2月，三星发布了Galaxy Tab 10.1，这是一款10英寸的平板电脑，看起来非常像iPad。史蒂夫·乔布斯非常生气。他认为韩国人在欺骗，决定认真对待这件事。2011年4月15日，苹果在美国北加州地区联邦法院提交了一份38页的控告书，指控三星侵犯了其在多款智能手机和平板电脑产品中的专利。一周后，三星提起反诉，指控苹果窃取了它们的专利。两家公司陷入了战争。
But Steve didn't get to lead his army to victory. After Steve's death, Tim Cook would continue to fight, and within a year, more than 50 lawsuits were underway in jurisdictions around the world. There was the potential for hundreds of millions of dollars to be awarded in damages. But that wasn't the real prize. In junctions were what each side really wanted. These legal orders would ban the sale of any rival product deemed to have infringed on a patent. Tim knew these legal issues weren't so much a battle over what had happened in the past. Instead, they were part of a turf war over the future of the smartphone market. The losing side faced the destruction of their market share, and the winner could rule for years to come.
但是，史蒂夫没有领军获得胜利。在史蒂夫的逝世后，蒂姆·库克继续战斗，一年内，世界各地已经进行了50多起诉讼。潜在的赔偿金额可能高达数亿美元。但这并不是真正的奖励。禁令才是每一方真正想要的。这些法律命令将禁止销售任何被认为侵犯专利的竞争对手产品。蒂姆知道，这些法律问题不是关于过去发生的事情的争斗，而是关于智能手机市场未来的领土战。输掉一方将面临市场份额的销毁，而获胜者可能统治多年。
On August 24, 2012, the jury in the US District Court for Northern California returned a verdict. Despite the complexity of the case, the jurors deliberated for just 21 hours, and the result was a triumph for Apple. The court awarded them more than a billion dollars in damages. Tim was delighted, saying it was a vindication of everything Steve and he had claimed. Samsung had copied them. In email to company employees, Tim wrote, today was an important day for Apple and for innovators everywhere. Values have won, and I hope the whole world listens.
2012年8月24日，美国北加利福尼亚州地区法院陪审团公布了一个裁决结果。尽管案件非常复杂，陪审团仅仅用了21个小时就作出了判决，这对于苹果公司来说是一场巨大的胜利。法院判决Samsung要向苹果支付超过十亿美元的赔偿金。蒂姆感到非常高兴，称这是对史蒂夫和他一直声称的一切的证明，即三星抄袭了他们的产品。蒂姆在一封致公司员工的电子邮件中写道，今天对于苹果公司和所有创新者来说都是一个重要的日子。价值取得了胜利，希望全世界都倾听。
But the war with Samsung was not over. Apple had won a lawsuit, but they had also only been awarded damages. They'd yet to secure any injunctions against the South Koreans, stopping them from selling the disputed products. Apple's lawyers would continue to press the attack, seeking to stop Samsung once and for all.
但与三星的战争并没有结束。苹果公司赢得了一场诉讼，但他们仅被授予了赔偿金。他们还没有获得任何禁令，以阻止韩国公司销售有争议的产品。苹果的律师将继续加紧攻势，力图最终制止三星。
But to Tim's dismay, the legal battle didn't slow Samsung's growth. If anything, the free press provided by the ongoing courtroom drama only helped their sales. While the lawyers for each company argued back and forth, Apple's rival continued to expand its share of the smartphone market, making billions of dollars of profit along the way.
然而，对蒂姆来说，法律斗争并没有阻止三星的增长。相反，正在进行中的法庭戏剧所提供的免费媒体宣传只帮助了他们的销售。在双方律师来回辩论的同时，苹果的竞争对手继续扩大了其智能手机市场的份额，一路上赚取了数十亿美元的利润。
Tim was now more than a year into his reign as CEO, and doubts were beginning to spread in the media, on Wall Street, and inside the company's headquarters. After Steve Jobs, Apple could do no wrong. But now, it seemed to many that the company was floundering without him. In this moment of frustration, Tim didn't spare. Instead he pinned his hopes on a series of new and innovative products that would be unveiled in the year to come. Tim was confident that in 2013, with all that he had planned, he could turn the tide, silence his doubters, put Apple on the path to ultimate victory.
蒂姆已经担任CEO超过一年了，媒体、华尔街和公司总部内部都开始产生疑虑。在史蒂夫·乔布斯的领导下，苹果公司一直神话般的存在。但现在，许多人觉得公司没有他就会失去方向。面对这种挫折，蒂姆并没有退缩，反而把希望寄托在一系列新的创新产品上，这些产品将在接下来的一年中推出。蒂姆相信，在他计划的一切都实现的2013年，他可以扭转局势，让怀疑者闭嘴，将苹果带上取得最终胜利的道路。
It's June 2013 at the opening of Apple's Worldwide Developers Conference in San Francisco. In a packed hall, delegates sit and watch a new Apple commercial, playing on a large screen. This is our signature. And it means everything. As the words, designed by Apple and California, appear at the end of the ad, one young software engineer wearing a checkered green shirt leaped to his feet. Pulling out his iPhone, the engineer takes a few hurried photos as Apple CEO Tim Cook strides back on to stage and addresses the crowd.
在2013年6月，苹果的全球开发者大会在旧金山开幕。会议厅里坐满了代表们，他们观看着一个新的苹果商业广告在大屏幕上播放。这是我们的标志，它意味着一切。当广告结尾处出现“由苹果设计并制造的加利福尼亚州制造”的字样时，一个穿着格子绿色衬衫的年轻软件工程师跳了起来。他拿出自己的 iPhone，匆匆拍了几张照片，而苹果首席执行官蒂姆·库克则回到舞台上向观众发表讲话。
Thank you. Thank you. Really glad you liked that. You'll see you on TV beginning this evening. Designed by Apple and California. I tell you those words mean a great deal to us. And that helped them in a lot to you as well. Have a great conference. Enjoy the week. Thank you.
谢谢。谢谢。非常高兴你喜欢那个。从今晚开始，你会在电视上看到它。这些字是由苹果和加利福尼亚设计的。我告诉你，这些话对我们来说意义非凡。而且这也对你很有帮助。祝你会议圆满成功。享受这一周。谢谢。
Tim disappears off stage as the house lights come on. And the audience of journalists and software developers gather their things. The young engineer in the checkered shirt turns to a friend beside him. Well, that was great. It was nearly two hours. I need to bathroom. No, man, fantastic. Looking at his iPhone, the engineer flicks through the photographs he's just taken. They're not that good. Tim Cook is a little more than a blurry thin streak. God, look how close we were. Yeah, cool. Yeah, good seats.
当场灯亮起时，蒂姆离开了舞台。观众中有记者和软件开发人员，开始收拾自己的东西。一位穿着方格衬衫的年轻工程师转向他旁边的一位朋友，说道：“太棒了，刚刚差不多两个小时。我需要上个厕所。”“不，老兄，太棒了。”该工程师拿起自己的iPhone，翻看他刚刚拍摄的照片。然而他拍的照片并不太好，蒂姆·库克只是一条模糊的细线。 “天啊，我们离他多近啊！” 好的，不错的位置。
The engineer's friend isn't really listening. He cranes his neck and looks at the massive crowd moving slowly toward the exit. Oh, I've got to hit the head. Come on, let's go. As his friend pushes his way toward the exit. The engineer follows behind, still excited. Why did you think of that ad? Didn't you think it was good? Yeah, yeah, sure. I mean, this is our signature. I love that. Yeah, sure. You didn't like it? His friend shrugs. I mean, it was fine. I thought there might be more. More what? I didn't sit for two hours to hear about the latest version of iCloud. I was waiting for some big reveal and never came. Cook's not exactly a showman, is he? Well, no, but he's better. Just saying the word incredible doesn't mean anything is incredible. You know, I was there when jobs unveiled the iPhone. Oh, wow, really? Yeah, that was incredible. You felt like the world was changing in the room. You couldn't take your eyes off of it. There wasn't anything else in your mind. But today, I mean, I spent most of it regretting that second cup of coffee.
那个工程师的朋友并没有真正倾听。他伸长脖子，看着缓慢向出口移动的人群。哦，我得去上个厕所。走吧，我们走。当他的朋友推着他向出口走去时，工程师还是很兴奋。你觉得那个广告怎么样？你觉得它很好吗？是的，我喜欢这是我们的标志。是的，你不喜欢它吗？他的朋友耸了耸肩。我的意思是，它还可以。我以为会有更多的东西。更多什么？我不会坐了两个小时去听最新版的iCloud。我等待一些大揭示，可是它从未发生。库克并不是一个表演家，不是吗？嗯，是的，但他很好。仅仅说"不可思议"这个词并不意味着什么是不可思议的。你知道吗，当乔布斯发布iPhone时我在那里。哦，哇，真的吗？是啊，那太不可思议了。你觉得整个世界都在变化，你无法把目光从它身上移开。你脑海中没有其他东西。但今天，我大部分时间都在后悔喝第二杯咖啡。
Finally, the two men reached the exit and stepped out into the crowded foyer. Without a word, the friend starts to walk away. Where are you going? I'm going to the bathroom. You're going to be in the next session? Oh, sure. I wouldn't want to miss hearing about the new color scheme on iOS, would I? I'm sure it's going to be incredible.
最后，两个男人到达了出口，走出了拥挤的门厅。朋友没有说话，开始朝着另一个方向走去。你要去哪里？我要去洗手间。你也要去下一个会议吗？是啊，我可不想错过听关于iOS的新颜色方案的介绍，一定非常精彩。
The Apple conference didn't just unveil a new ad campaign. It also showed off a new operating system for the iPhone and a new desktop computer to call the Mac Pro. Tim Cook hoped this would represent a fresh start for Apple, the beginning of the company's fight back against Samsung. Tim knew there would be some doubters among the Apple faithful. But he was heartened by the enthusiasm in the crowd while he made his speech in San Francisco. But Tim knew it wasn't his employees' reactions that mattered most.
苹果公司的发布会不仅仅展示了新的广告宣传活动，还展示了 iPhone 的新操作系统和一款名为 Mac Pro 的新台式电脑。蒂姆·库克希望这代表苹果的新起点，标志着公司开始向三星发起反击。蒂姆知道在苹果忠实粉丝中会有一些怀疑者，但他在旧金山演讲时观众的热情使他倍感振奋。但是蒂姆知道最重要的不是员工的反应。
In June 2013, Apple released its new television commercial to the world. It was based on the intention pitch that had so wowed Tim Cook at Cupertino. The Apple CEO hoped the campaign would reinvigorate sales and remind the world of what the company stood for. But the designed by Apple in California ad was a flop. With viewer surveys rating the spot far below what they had come to expect for Apple campaigns. On the ads' journey from pitch to finished commercial, major changes were made. The original ad featured a striking animation with a constellation of black dots whizzing around the screen. This elegant design was replaced in the final commercial with shots of photogenic customers and joining Apple products. Critics dismissed it as bland, generic, and even arrogant. One reviewer from Slate magazine blasted the commercial as backward looking, a snotty Laurel's resting manifesto of a company taking itself way too seriously.
在2013年6月，苹果向全世界发布了他们的新电视广告。它是基于那个让蒂姆·库克在库比蒂诺感到惊艳的创意。苹果CEO希望这个广告能够振兴销售，让全世界重新认识他们的公司精神。但是，“加州设计”的广告没有达到预期效果。经过观众调查，广告的评分远低于人们对苹果广告的期望。在广告从创意到最终成品的过程中，进行了很多大的修改。最初版本的广告是一部引人注目的动画片，黑色的点点在屏幕上快速移动。然而，这种优雅的设计被替换成了风景优美的客户和苹果产品的照片。评论家们将它批评为平淡无奇、通用和甚至傲慢。《Slate》杂志的一位评论家谴责这个广告“看起来很陈旧”，是一份自认过于严肃的公司的自大宣言。
Tim was disappointed by this response. He knew how important advertising had been to Apple's success in the past and how important it had been personally to Steve Jobs. Once again, the company's new CEO seemed to lack his predecessor's magic touch.
蒂姆对这个回复感到失望。他知道在过去苹果的成功中广告是多么重要，也知道它对史蒂夫·乔布斯个人来说是多么重要。一次又一次，公司的新CEO似乎缺乏前任的魔力。
Still, Tim knew advertising wasn't everything. The quality of the product still mattered. Tim had empowered Johnny I to reinvigorate the look of the iPhone. Now Johnny's redesign was finished and Tim was eager for the public to get their hands on it.
不过，蒂姆知道广告并不是一切。产品的质量仍然很重要。蒂姆授权乔尼 · 艾维重新设计 iPhone 的外观，现在乔尼的重新设计已经完成，蒂姆渴望公众能够亲手使用它。
iOS 7 was a complete visual overhaul for the smartphone. Johnny claimed the new look had a profound and enduring beauty in simplicity. To him, the iPhone software finally matched the elegance of the device. And after iOS 7 was released in September 2013, millions downloaded it. But it wasn't the clear victory that Tim had hoped for either.
iOS 7 是智能手机的一个完整的外观改造。约翰尼声称这个新的外观以简约的方式展现出深刻而持久的美感。在他看来，iPhone 软件终于与设备的优雅相匹配。在 iOS 7 在2013年9月发布之后，数百万人进行了下载。但这并不是蒂姆所希望的明显胜利。
Some reviewers felt that Johnny's redesign was little more than a new coat of paint, lacking meaningful improvements to how the software actually worked. Others found the new, minimalist style difficult to use. They missed the original design that Johnny had hated so much.
一些评论员认为约翰尼的重新设计只是表面上的修饰，没有对软件的实际工作进行实质性的改进。另一些人觉得新的极简主义风格难以使用，他们想念约翰尼一开始厌恶的原始设计。
So now, with iOS 7 faltering, Tim put his hopes on the other new product Apple had been developing, the desktop Mac Pro. This new computer had a striking design. With its powerful chips housed inside a radical black cylinder, this Mac Pro didn't look like any other desktop computer on the market.
现在，由于iOS 7出了些问题，蒂姆把希望寄托在苹果正在开发的另一款新产品——台式机Mac Pro上。这款新电脑拥有令人惊叹的设计，它的强大芯片被放置在一个具有新潮黑色外形的圆柱体内。这款Mac Pro看起来与市场上其他任何台式电脑都不一样。
But it wouldn't be the game changer Tim had hoped for. Unlike Apple triumphs of the past like the iMac, this was not a product for the mass market. The Mac Pro was far beyond the budget of most Apple customers. And after the computer was released in December 2013, sales quickly dried up. Inside the company, the Mac Pro soon earned a mocking new nickname, the trash can.
然而，这款产品并没有成为蒂姆所希望的游戏规则改变者。与过去的苹果胜利如iMac不同，这不是针对大众市场的产品。Mac Pro远超大多数苹果客户的预算。在2013年12月计算机发布后，销售迅速干涸。在公司内部，Mac Pro很快获得了一个嘲讽性的新绰号，即“垃圾桶”。
In the last quarter of that year, Apple sold almost 34 million iPhones and 14 million iPads. Revenue for the year were four times what they had been in 2010, taking annual profits to our gargantuan $37 billion. But in many ways, 2013 was still a disappointment.
2013年的最后一个季度，苹果公司售出了近3400万部iPhone和1400万台iPad。与2010年相比，该年的收入翻了4倍，年利润高达370亿美元。但在很多方面，2013年仍是令人失望的。
Tim Cook's company had failed to live up to Steve Jobs' promise of destroying Android. In fact, Google's operating system was gaining users at an even faster rate than the latest redesigned iOS. Apple had also failed to take down its South Korean rival Samsung. They may have won some victories in court, but the legal tussle was dragging on with no clear end inside. And meanwhile, in the marketplace, Samsung continued to perform well, selling almost half a billion phones worldwide in 2013.
蒂姆·库克的公司未能实现史蒂夫·乔布斯毁灭安卓的承诺。实际上，谷歌的操作系统正在以比最新的重新设计的iOS更快的速度吸引用户。苹果也未能击败其韩国竞争对手三星。他们可能在法庭上获得了一些胜利，但法律纠纷仍在拖延，没有明确的结束。同时，在市场上，三星继续表现良好，在2013年全球销售了近5亿部手机。
Tim had reshaped his executive team, cutting out disruptive influences and encouraging collaboration and cooperation. But some wondered whether this new, less competitive setup had made his team more averse to taking risks. And whether the innovation which had been Apple's hallmark under Steve Jobs was a thing of the past.
蒂姆改组了他的高管团队，削减了对团队协作和合作有影响的因素。但是一些人担心这种新的、较少竞争的设置是否导致团队更加不愿意冒险。而且，史蒂夫·乔布斯时代苹果标志性的创新是否已成为过去。
Three years had now gone by since Apple introduced the world to the iPad. It was six years since the first iPhone. Apple's profits had been growing under Tim's leadership, but the company had yet to do anything truly innovative. If Tim Cook was to keep delivering the higher revenues and profits which investors had come to expect, he would need to take a page out of Steve Jobs' book and seek out new products, new markets, and new worlds for Apple to conquer.
自苹果公司推出iPad已经过去了三年。自第一款iPhone问世六年了。在蒂姆的领导下，苹果的利润一直在增长，但该公司尚未做出任何真正创新的事情。如果蒂姆·库克希望继续提供投资者期望的更高收入和利润，他就需要学习史蒂夫·乔布斯的做法，寻找新产品、新市场和苹果可以征服的新世界。
To do this, Tim would turn to the company designed Guru Johnny Ive. Together, Tim and Johnny would set out to create a device as innovative, as bold, and as original as anything Apple had made in the past, an effort to launch the company into the future.
为了实现这一目标，蒂姆将求助于公司设计大师强尼·艾维。蒂姆和强尼一起致力于创建一款与过去任何苹果产品一样具有创新性、大胆性和独创性的设备，以推动公司迈向未来。
From Wondery, this is episode two of the Apple Genius Tim Cook for Business Motors. On the next episode, Tim Cook tries to banish doubts about his leadership with a new type of product which he hopes will be as revolutionary and influential as the original iPhone.
这是Wondery的第二集节目，讲述苹果天才蒂姆·库克为商用汽车公司工作的经历。在下一集中，蒂姆·库克将尝试用一种新型产品来消除人们对他领导能力的疑虑，他希望这款产品能像原始iPhone一样具有革命性和影响力。
Hey, prime members, you can listen to Business Movers, add free on Amazon Music, download the Amazon Music Cap today, or you can listen add free with Wondery Plus and Apple Podcasts. Before you go, tell us about yourself by completing a short survey at Wondery.com slash survey. If you'd like to learn more about Tim Cook, we recommend After Steve by Trip Mikkel and Haunted Empire, Apple After Steve Jobs by Yucari Iwatani Kane.
嘿，亚马逊会员们，你们可以在亚马逊音乐上免费收听《Business Movers》。现在下载亚马逊音乐APP，或者通过Wondery Plus和苹果播客无广告地听。在离开之前，通过在Wondery.com/survey上填写短暂调查，向我们介绍你自己。如果你想了解更多关于Tim Cook的信息，我们推荐Trip Mikkel的《After Steve》和Yucari Iwatani Kane的《Haunted Empire: Apple在乔布斯时代之后》。
This episode contains re-enactments and dramatized details. And while in most cases, we can't know exactly what was said. All our dramatizations are based on historical research. Business Movers is hosted, edited, and executed produced by me, Lindsay Graham for Airship, audio editing and sound design by Molly Bond, music by Lindsay Graham. This episode is written and researched by William Simpson, executive producers, our Stephen Walters for Airship and Aaron O'Flaherty, Jenny Lauer Beckman, Marshall Louis for Wondery.
本集节目包含重新演绎和戏剧性细节，虽然在大多数情况下，我们无法确切知道当时的情形和话语。但我们所有的戏剧演绎都是基于历史研究的。《商业人物》由我Lindsay Graham主持、编辑和执行制作，Molly Bond负责音频编辑和声音设计，Lindsay Graham创作音乐。本集是由William Simpson撰写和研究，Airship的Stephen Walters和Wondery的Aaron O'Flaherty、Jenny Lauer Beckman和Marshall Louis担任执行制作。