《名人傳記》之喬布斯億萬富豪嬉皮士84:喬布斯回歸蘋果

The company had lost its lead in the computer market,

蘋果公司已經失去了它在計算機領域的領導地位

customers were leaving in droves, the company had no future, no roadmap.

客戶不斷在流失 公司的前途一片黯淡 不知何去何從

The company was in serious trouble.

蘋果當時身陷囹圄

I, and other Apple users, were being told with malicious grins

那些使用Windows操作系統(tǒng)的朋友們曾壞笑著

from our Windows-using friends that if we wanted to keep our machines

告訴我和其他蘋果機用戶 如果我們想繼續(xù)使用我們的機器

we'd have to go to hobbyist shops because there would be no Apple computer.

就得去小眾愛好者商店了 因為以后不會再有蘋果機了

At Next, Jobs had focused on developing its powerful operating system.

此時 在Next公司 喬布斯正在全力籌備一個強大操作系統(tǒng)的開發(fā)

Apple needed just such a system.

而這恰恰是蘋果所需要的

Apple was in technical trouble.

蘋果遇到了技術瓶頸

Next was absolutely in financial trouble, and the two came together.

而Next則陷入了財務困境 它們剛好可以互補

Apple bought Next for $400 million.

蘋果以4億美金收購了Next

It got the new operating system it needed, and Steve Jobs.

獲得了它正需要的操作系統(tǒng) 以及史蒂夫·喬布斯

Steve was truly excited to be linked up with Apple again.

能夠再次回到蘋果讓史蒂夫興奮不已

It was the company he founded, the company he was kicked out of.

這是他一手創(chuàng)建的公司 也是他被掃地出門的公司

It's the company that had lost its way, it was starting to fail,

這也是一家失去了方向 開始走下坡路的公司

so he had this opportunity to go back and start fixing Apple at large.

他現在有了一個回去讓蘋果重整旗鼓的機會

A few days later, Apple revealed just how much trouble it was really in.

幾天之后 蘋果坦白了它究竟遇到了多大麻煩

They announced that they were going to lose something like $1 billion,

他們宣布 蘋果的損失達到將近十億美元

and back then $1 billion was a lot of money.

那個時候 十億美元可是一大筆錢

I said, "Steve, what did we just get ourselves into?"

我說 史蒂夫 我們這可是給自己挖了什么樣的大坑啊?

And he was wondering himself! Because this was a big surprise to us.

他自己也愣住了 這個情況是我們都始料未及的

To bring Apple back from the brink,

為了讓蘋果重回正軌

Jobs had a conventional business challenge.

喬布斯需要解決一個典型的商業(yè)難題

He had to stop the company haemorrhaging money,

那就是扭轉公司持續(xù)虧損的狀態(tài)

but he also had to do more.

但他需要做的遠遠不僅如此

He had to help the company rediscover itself,

他還必須讓這個公司重新定位自己

and for that he thought he needed to take it back to the future,

因此 他覺得自己有必要讓蘋果找回先機

to the values that had built it up in the first place.

找回那些蘋果最初賴以生存的價值觀