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專欄 - 蘋果2_0

喬布斯后繼有人 萊文森接任蘋果董事長(zhǎng)

 Philip Elmer-DeWitt 2011年11月18日

蘋果(Apple)公司內(nèi)部流傳著一個(gè)老笑話,,那就是史蒂夫·喬布斯周圍是一片“現(xiàn)實(shí)扭曲力場(chǎng)”:你離他太近的話,,就會(huì)相信他所說的話,。蘋果的數(shù)百萬用戶中已經(jīng)有不少成了該公司的“信徒”,,而很多蘋果投資者也賺得盆滿缽滿,。不過,,Elmer-DeWitt認(rèn)為,在報(bào)道蘋果公司時(shí)有點(diǎn)懷疑精神不是壞事,。聽他的應(yīng)該沒錯(cuò),。要知道,他自從1982年就開始報(bào)道蘋果,、觀察史蒂夫·喬布斯經(jīng)營(yíng)該公司,。
亞瑟?萊文森會(huì)打破蘋果的權(quán)力平衡嗎?讓我們來近距離考察一下這位蘋果新任董事長(zhǎng),。

????? 喬布斯把自己罹患癌癥并決定嘗試替代療法的事情告訴了萊文森,。他也是最早得知此事的人之一,。根據(jù)艾薩克森的描述,萊文森“每天都懇求他”,。爭(zhēng)吵幾乎毀掉了他們之間的友情。他對(duì)喬布斯說:“你不做手術(shù)光吃這些亂七八糟的藥是不可能解決問題的,。這不符合癌癥發(fā)展的規(guī)律,。”

????? 關(guān)于為何喬布斯等了九個(gè)月才做手術(shù),,他說:“我認(rèn)為史蒂夫有一種很強(qiáng)烈的渴望,,他希望這個(gè)世界能夠按他自己的愿望發(fā)展。但有時(shí)候這沒用,,現(xiàn)實(shí)很殘酷,。”

????? 關(guān)于喬布斯為何決定生產(chǎn)手機(jī),,他說:“喬布斯經(jīng)??嗫嗨妓髂男┊a(chǎn)品可能讓我們公司陷入困境?!眴滩妓沟玫降慕Y(jié)論就是:“搶我們飯碗的可能是手機(jī),。人人都會(huì)隨時(shí)攜帶手機(jī),這會(huì)使iPod顯得有些多余,?!?/p>

????? 萊文森是力促喬布斯同意外部開發(fā)商參與iPhone項(xiàng)目的人之一。他說:“我跟他打了六七次電話來游說他,跟他談應(yīng)用軟件的潛力,?!彼f,如果蘋果不支持外部開放商,,總會(huì)有其他的智能手機(jī)廠商會(huì)這么做,。

????? 喬布斯所做的讓步就是允許外部開發(fā)商來編寫應(yīng)用程序,但程序首先要經(jīng)過蘋果的測(cè)試和許可,。萊文森稱:“這絕對(duì)是神來之筆,。既能讓蘋果受益于思想的開放性,同時(shí)又能保證端到端的控制,?!?/p>

????? 喬布斯要求流行科技網(wǎng)志Gizmodo歸還蘋果遺失的iPhone4原型機(jī)?!八麜?huì)憑本能做出反應(yīng),。這里邊有一種傲慢情結(jié),深深植根于喬布斯的個(gè)性中,?!比R文森稱,這種傲慢在蘋果處于劣勢(shì)地位時(shí)還好,,但當(dāng)蘋果在手機(jī)市場(chǎng)已經(jīng)占據(jù)主導(dǎo)地位時(shí)就不行了,。他說:“我們需要向大型公司轉(zhuǎn)型,同時(shí)解決自身的傲慢問題,?!?/p>

????? 喬布斯遲遲不愿針對(duì)用戶抱怨iPhone4天線的問題作出回應(yīng)。喬布斯當(dāng)時(shí)正在夏威夷,,但他與萊文森通過電話保持著“經(jīng)常性的聯(lián)絡(luò)”,。萊文森勸他要稍微謙虛一點(diǎn):“讓我們?cè)囍宄降资悄睦锍隽藛栴}?!?/p>

????? 根據(jù)艾薩克森的撰述,,在喬布斯參加的最后一次董事會(huì)會(huì)議上,萊文森也進(jìn)行了發(fā)言,,稱贊喬布斯在“確保公司平穩(wěn)轉(zhuǎn)型”方面所做出的努力,。

????譯者:李玫曉

????? Levinson was one of the first people Jobs told about his cancer and his decision to try alternative therapies. Levinson "pleaded every day" with him, according to Isaacson. The fights almost ruined their friendship. "You cannot solve this without surgery and blasting it with toxic chemicals," he told Jobs. "That's not how cancer works."

????? On why Jobs waited 9 months to have surgery. "I think Steve has such a strong desire for the world to be a certain way that he wills it to be that way. Sometimes it doesn't work. Reality is unforgiving."

????? On why Jobs decided to build a cell phone. "He was always obsessing about what could mess us up." The conclusion Jobs had come to: "The device that can eat our lunch is the cell phone. Everyone carries a phone, so that could render the iPod unnecessary."

????? Levinson was among those pushing for Jobs to open the iPhone up to outside developers. "I called him a half dozen times to lobby for the potential of the apps." If Apple didn't encourage them, he argued, another smartphone maker would.

????? On the compromise Jobs hit upon: Allow outsiders to write apps, but require that they first be tested and approved by Apple. "It was an absolutely magical solution that hit the sweet spot," Levinson says. "It gave us the benefits of openness while retaining end-to-end control."

????? On Jobs' decision to go after Gizmodo for buying the stolen iPhone 4: "He can react viscerally... There is an arrogance. It ties into Steve's personality." Such arrogance was fine when Apple was the feisty underdog, he argued, but not when Apple was dominant in the mobile market. "We need to make the transition to being a big company and dealing with the hubris issue."

????? On Jobs' reluctance to respond to complaints about the iPhone 4's antenna. Jobs was in Hawaii at the time, but in "constant contact" by phone with Levinson, who urged a little humility. "Let's try to figure out if there's something wrong."

????? At Jobs' final board meeting, Levinson was one of those who spoke, according to Isaacson, praising Jobs' diligence "in assuring that there was a smooth transition."

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