乔布斯这些年：《财富》封面故事回顾
《财富》 | 2011-10-14 17:28
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乔布斯及其治下的苹果公司曾经多次登上《财富》杂志封面，今天就让我们回顾一下历年来的《财富》封面报道，追溯苹果公司的发展史，追忆这位科技界的传奇人物。
标题：苹果的大时代生存战略 作者：Peter Nulty “设计制造优秀的电脑是我最大的乐趣，”27岁的苹果电脑公司（Apple Computer）董事长史蒂夫•P•乔布斯如是说。苹果公司产品的批评者们或许以为乔布斯已经有日子没能开怀大笑了。毕竟，苹果公司第一款，也是到目前为止唯一一款取得巨大成功的产品——苹果二代（Apple II）推出已有6年之久，开始逐渐显露出增长乏力的迹象。但事实上，在之前的三年里，苹果公司一直在全力研发一款名为“丽莎”（Lisa）的新型电脑。尽管这款新型电脑针对不同市场，而且价格是苹果二代的5倍，但乔布斯却断言，“丽莎”会让他笑到最后，因为它将使苹果在瞬息万变的电脑行业内时钟处在领先地位。 | Apple's Bid to Stay in the Big Time By Peter Nulty "I get my jollies building good computers," says Steven P. Jobs, 27, chairman of Apple Computer. Critics of Apple's product line might assume Jobs hasn't had a good belly laugh in some time. Apple's first, and, so far, only big winner is the Apple II, six years old and showing signs of age. But during the past three years Apple as been working on a new computer called Lisa. Jobs is betting that Lisa -- though five times the price of the Apple II and aimed at a different market -- will keep him jolly by keeping his company in the forefront of a rapidly changing industry. |
标题：乔布斯遭遇滑铁卢 作者：Bro Uttal 领导苹果公司实现变革的难度远远超过斯库利（1983年至1993年期间担任苹果公司首席执行官——译注）最初的想象。乔布斯执掌公司时，苹果对产品的关注近乎狂热：他所描绘的“酷毙了”的新型电脑让公司上下兴奋不已。但到1984年年初，斯库利却将苹果的所有部门整合成三个：一个负责公司所有产品的销售，一个负责苹果二代产品系列，另外一个则主要负责公司即将推出的麦金塔（Macintosh）电脑，并由乔布斯担任该部门总经理。 | The Fall of Steve Jobs By Bro Uttal Transforming Apple was a tougher task than Sculley first imagined. Under Jobs the company had acquired a near-maniacal focus on products: the chairman electrified Apple's corps with talk of "insanely great" new computers. By the beginning of 1984, though, Sculley had managed to consolidate Apple's divisions into just three: a sales division for all products, a division for the Apple II family of products, and one with the forthcoming Macintosh as its centerpiece and Jobs as its general manager. |
标题：乔布斯驯服蓝色巨人 作者：Brenton R. Schlender 猜猜现在谁才是乔布斯最忠实的拥趸？非IBM莫属。IBM曾被称为“蓝色巨无霸”（Big Bad Blue），但如今它却被Next公司（史蒂夫•乔布斯离开苹果后创建的公司——译注）与众不同的软件极其在屏幕上呈现的三维效果所打动，同意拿出数千万美元，以获准在之后几个月推出的新型高性能电脑中使用这些软件和设计。 | How Steve Jobs Linked Up With IBM By Brenton R. Schlender Guess who is Jobs's biggest believer this time? None other than Big Bad Blue. IBM was so impressed by Next's distinctive software and three-dimensional look on the screen that it agreed to pay tens of millions for the right to offer them on a new line of high-powered computer workstations that it will introduce in a few months. |
标题：个人电脑的未来 作者：Brenton R. Schlender 这两个大学肄业生引发了个人电脑行业的革命，如今他们几乎很少聚在一起，但两人都声称彼此依然是朋友。七月下旬一个周日的晚上，应《财富》杂志的邀请，比尔•盖茨与史蒂夫•乔布斯共聚一堂，畅谈这个由他们一手打造的躁动不安的行业将走向何方。 | The Future of the PC By Brenton R. Schlender The two college dropouts most responsible for unleashing the PC revolution rarely see each other anymore, though they say they're still friends. At Fortune's invitation, Bill Gates and Steve Jobs met for a Sunday evening in late July to discuss the prospects for the tumultuous industry they shaped. |
标题：乔布斯：我要出新招了! 作者：Brent Schlender 《财富》杂志：苹果公司是否会进军消费电子行业？ 史蒂夫•乔布斯：“我认为，如果梅赛德斯（Mercedes）生产自行车、汉堡，或者计算机，就算它打上梅赛德斯的标识也不会有任何优势。同样，我也不认为苹果公司会涉足汽车行业。虽然整个世界都在向数字化方向迈进，包括电视、音频等等，但这并不意味着做一家单纯的电脑公司有何不妥。毕竟计算机是一个庞大的产业。” | Steve Jobs: And Now for My Next Trick By Brent Schlender Forune: Can we expect Apple to move into related consumer electronics business? Steve Jobs: "If Mercedes made a bicycle or a hamburger or a computer, I don't think there'd be much advantage in having its logo on it. I don't think Apple would get much equity putting its name on an automobile, either. And just because the whole world is going digital -- TV, audio, and all that -- doesn't mean there's anything wrong with just being a computer business. The computer business is huge." |
出版日期：2000年1月24日
标题：史蒂夫奇迹！ 作者：Brent Schlender 苹果先生的新任务：为其品牌电脑iMac与互联网配备易用的新型操作系统，以及囊括从照片到主页各个方面的免费网络服务。如果任务能够完成，这家两年前还坐以待毙的公司将把微软（Microsoft）、美国在线（AOL）等公司远远地甩在身后。 | Stevie Wonder! By Brent SchlenderMr. Apple's new mission: to marry the iMac and the Internet with an easy-to-use new operating system and free Web services for everything from your photos to your homepage. If it works, Microsoft, AOL, and others will be playing catch-up with a company left for dead two years ago. |
出版日期：2001年6月25日
标题：CEO天价薪酬内幕 作者：Geoffrey Colvin 《财富》杂志估算，去年，史蒂夫•乔布斯所获薪酬达到令人乍舌的3.81亿美元，笑傲群雄。（为计算其在2000年的薪酬，我们对苹果公司授予乔布斯的海量股票期权按照合约价格的三分之一进行了估值。此外，苹果公司董事会送给乔布斯的价值9,000万美元的湾流系列（Gulfstream）飞机也包含在内。） | Inside the Great CEO Pay Heist By Geoffrey Colvin Apple's Steve Jobs got last year's mightiest pay package, Valued by Fortune at $381 million. (For the purposes of calculating his 2000 package, we have valued his monstrous options grant at one-third the exercise price of the shares optioned. And, of course, we've included the $90 million Gulfstream the Apple board gave him.) |
标题：乔布斯再出新招 作者：David Leonard 苹果公司的竞争对手们对iTunes音乐商店嗤之以鼻，认为这只不过是一款小众产品。他们诘问，苹果公司在全球计算机市场中的份额只有可怜的3%，凭什么撼动音乐行业这棵大树？ | Steve's New Act By David Leonard Apple's competitors dismiss the iTunes Music Store as a niche product. How, they ask, can Apple have any impact on the music industry when its share of the global computer market is a minuscule 3%? |
标题：苹果能做多大？ 作者：Brent Schlender 乔布斯领导的软件工厂到底有多大影响力，最简单的方法就是用数字说话。乔布斯估计，今年，苹果公司通过销售应用软件和升级程序便可获得10亿美元收入，此外还要算上iTunes音乐商店和Mac在线订阅服务（会员达600,000人）所带来的其他与软件相关的收入。这样一来，总收入与去年相比几乎翻了一番，而且这一数字还未将计入辅助销售iPod和Mac电脑的软件所带来的收入。 | How Big Can Apple Get? By Brent Schlender The crudest way to measure the impact of Jobs' software factory is by the numbers. He estimates that this year Apple will generate $1 billion in revenue from selling applications and updates, plus other software-related revenue generated by the iTunes Music Store and its .Mac online subscription service, which has 600,000 members. That's almost double last year's take and doesn't count the boost software provides by helping sell iPods and Macs. |
出版日期：2008年3月17日
标题：苹果登顶美国最受尊敬公司排行榜！ 作者：Betsy Morris 有人认为大众市场已经不复存在，但从苹果公司身上却丝毫看不出这种迹象。2月份，iTunes商店成为仅次于沃尔玛（Wal-Mart）的美国第二大音乐零售商。iPod在音乐播放器中的地位就如同面巾纸中的舒洁（Kleenex），复印机中的施乐（Xerox）。苹果公司推出的每一款产品几乎都打破了性别、地理、年龄和种族的界限。 | America's Most Admired Companies: Apple Is No. 1! By Betsy Morris The mass market is supposed to be dead, but you would never know it from Apple. In February the iTunes Store became the second-largest music retailer in the U.S., right behind Wal-Mart. The iPod is to music players what Kleenex is to tissue or Xerox is to copiers. Almost everything Apple makes transcends gender, geography, age, and race. |
标题：史蒂夫背后的天才 作者：Adam Lashinsky 库克有时也会露出笑容，但他通常的表情都是眉头紧锁。他的库氏幽默听起来也总是干巴巴的。众所周知，开会的时候，库克喜欢长时间停顿，让人很不舒服。每当这个时候，你只能听到他撕开能量棒外包装的声音，他经常吃这玩意儿。 | The Genius Behind Steve By Adam Lashinsky Though he's capable of mirth, Cook's default facial expression is a frown, and his humor is of the dry variety. In meetings he's known for long, uncomfortable pauses, when all you hear is the sound of his tearing the wrapper of the energy bars he constantly eats. |
标题：十年最佳CEO 作者：Adam Lashinsky 乔布斯过去十年间所取得的成就行业内无人能及。尽管整个行业经历了潮涨潮落，但他成功地带领苹果公司实现了复兴，彻底颠覆了音乐、电影和通信行业的格局。或许许多人已经忘记，这个十年刚刚开始的时候，苹果公司还岌岌可危。 译者： 阿龙/汪皓 | CEO of the Decade By Adam Lashinsky No major major business figure has crushed it the way Jobs has these past 10 years. Even as the rest of business boomed and then crashed, he resuscitated Apple, which, many forget, was in horrific shape at the dawn of the decade, and simultaneously radically reinvented the music, movie and telecommunications industries. |
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