乔布斯的英文简介

乔布斯的英文简介（共8篇）

乔布斯的英文简介 篇1

乔布斯英文简介

关键词：乔布斯英文简介,乔布斯简介英文版,乔布斯双语简介

乔布斯的辞世对整个世界来说都是一种遗憾，但对于乔布斯本人来说，也算是完美的谢幕，戛然而止，更是永恒的不朽！!今天，大嘴外教老师为大家分享乔布斯简介英文版，及乔布斯英文简介的中文翻译，希望乔布斯精彩的一生会对各位朋友们有所启发。

NOBODY else in the computer industry, or any other industry for that matter, could put on a show like Steve Jobs.His product launches, at which he would stand alone on a black stage and conjure up a “magical” or “incredible” new electronic gadget in front of an awed crowd, were the performances of a master showman.All computers do is fetch and shuffle numbers, he once explained, but do it fast enough and “the results appear to be magic”.He spent his life packaging that magic into elegantly designed, easy to use products.到目前为止，世界上还没有哪个计算机行业或者其他任何行业的领袖能够像乔布斯那样举办出一场万众瞩目的盛会。在每次苹果推出新产品之时，乔布斯总是会独自站在黑色的舞台上，向充满敬仰之情的观众展示出又一款“充满魔力”而又“不可思议”的创新电子产品来，他的发布方式充满了表演的天赋。计算机所做的无非是计算，但是经过他的解释和展示，高速的计算就“仿佛拥有了无限的魔力”。乔布斯终其一生都在将他的魔力包装到了设计精美、使用简便的产品当中去。

He had been among the first, back in the 1970s, to see the potential that lay in the idea of selling computers to ordinary people.In those days of green-on-black displays, when floppy discs were still floppy, the notion that computers might soon become ubiquitous seemed fanciful.But Mr Jobs was one of a handful of pioneers who saw what was coming.Crucially, he also had an unusual knack for looking at

computers from the outside, as a user, not just from the inside, as an engineer—something he attributed to the experiences of his wayward youth.乔布斯早在20世纪70年代便已经看到了向普通大众出售计算机这块业务的潜力。在当年世界还在使用绿黑相间的屏幕、5寸软盘的时代，让电脑成为家家户户必备的设备似乎还是一个遥不可及的梦想。但是乔布斯是少数几位具有远见卓识的先驱之一。而更为重要的是，乔布斯拥有一个不寻常的本领，即他不仅会从工程开发人员的角度从内审视电脑，同时他还会从用户的角度来从外界观察人们对电脑的需求——他将这一本领归功于他自己任性的青年时代。

Mr Jobs caught the computing bug while growing up in Silicon Valley.As a teenager in the late 1960s he cold-called his idol, Bill Hewlett, and talked his way into a summer job at Hewlett-Packard.But it was only after dropping out of college, travelling to India, becoming a Buddhist and experimenting with psychedelic drugs that Mr Jobs returned to California to co-found Apple, in his parents’ garage, on April Fools’ Day 1976.“A lot of people in our industry haven’t had very diverse experiences,” he once said.“So they don’t have enough dots to connect, and they end up with very linear solutions.” Bill Gates, he

suggested, would be “a broader guy if he had dropped acid once or gone off to an ashram when he was younger”.乔布斯从小在硅谷长大，使得他从小便有机会耳濡目染到计算机的世界。在20世纪60年代末，他有幸认识了自己心目中的偶像比尔·休利特(Bill Hewlett)，并成功地为自己获得了到休利特创办的惠普做暑期兼职的机会。此后他在读了1年大学后辍学、前往印度、开始笃信佛教并尝试了迷幻药剂，最终他选择回到了加利福尼亚州并与好友联合创办了苹果。他的公司于1976年的愚人节当天在他的父母的车库里正式开张。他曾经表示：“很多在我们这个行业的人都没有过如此复杂的经历，因此他们没有足够的经验来推出

非线性的解决方案。”他表示比尔·盖斯“如果在年轻的时候吸吸迷幻药或者经常去花天酒地一下的话，他的眼界肯定将会更加开阔。”

Dropping out of his college course and attending calligraphy classes instead had, for example, given Mr Jobs an apparently useless love of typography.But support for a variety of fonts was to prove a key feature of the Macintosh, the pioneering mouse-driven, graphical computer that Apple launched in 1984.With its windows, icons and menus, it was sold as “the computer for the rest of us”.Having made a fortune from Apple’s initial success, Mr Jobs expected to sell “zillions” of his new machines.But the Mac was not the mass-market success Mr Jobs had hoped for, and he was ousted from Apple by its board.例如乔布斯从大学辍学并去参加了书法班，使得乔布斯对排版产生了浓厚的兴趣。但是他学习各种字体的目的却是使之成为麦金塔(Macintosh)系统的核心卖点，这款由苹果于1984年推出的电脑产品还具有开拓了鼠标驱动、图形优化的特性。其中的窗口、图标以及菜单等用户友好的界面和功能被外界视为一款“给大众使用的电脑”。乔布斯在通过苹果挖得了第一桶金子之后，便期望着通过未来新的机型获得“数以亿计”的收益。但是Mac并没有像乔布斯的想象那样大获成功，而他自己也被苹果踢出了董事会。

Yet this apparently disastrous turn of events turned out to be a blessing: “the best thing that could have ever happened to me”, Mr Jobs later called it.He co-founded a new firm, Pixar, which specialised in computer graphics, and NeXT, another computer-maker.His remarkable second act began in 1996 when Apple, having lost its way, acquired NeXT, and Mr Jobs returned to put its technology at the heart of a new range of Apple products.And the rest is history: Apple launched the iMac, the iPod, the iPhone and the iPad, and(briefly)became the world’s most valuable listed company.“I’m pretty sure none of this would have happened if I hadn’t been fired from Apple,” Mr Jobs said in 2005.When his failing health

forced him to step down as Apple’s boss in 2011, he was hailed as the greatest chief executive in history.Oh, and Pixar, his side project, produced a string of hugely successful animated movies.然而塞翁失马焉知非福，乔布斯在多年以后谈到被踢出苹果董事会这件事情的时候表示，“这是我人生经历当中最令人高兴的一件事。”他在离开苹果后又联合创办了皮克斯动画公司(Pixar)，专攻电脑动画业务;并又创办了另外一家从事电脑产品生产的企业NeXT。他于苹果在1996年陷入困境的时候再度出山，在苹果收购了NeXT之后再度将自己的创意注入到了苹果的系列产品当中。之后的历史便成为了经典：苹果先后推出了iMac、iPod、iPhone以及iPad，并且很快便成为了全世界市值最高的企业之一。乔布斯在2005年表示：“我敢肯定，如果苹果当年没有开除我的话，这一切都不会发生。”直到他于2011年8月由于健康原因辞去CEO职务之前，他一直被外界视为最杰出的CEO。而皮克斯作为乔布斯的一个副业产品，也为大众带来了大量精彩的动画电影。

In retrospect, Mr Jobs was a man ahead of his time during his first stint at Apple.Computing’s early years were dominated by technical types.But his emphasis on design and ease of use gave him the edge later on.Elegance, simplicity and an understanding of other fields came to matter in a world in which computers are fashion items, carried by everyone, that can do almost anything.“Technology alone is not enough,” said Mr Jobs at the end of his speech introducing the iPad, in January 2010.“It’s technology married with liberal arts, married with humanities, that yields the results that make our hearts sing.” It was an unusual statement for the head of a technology firm, but it was vintage Steve Jobs.回顾乔布斯的一生，乔布斯早在开发出第一款苹果电脑时便已经远远地走在了时代的前沿。早年的计算机技术主要是强调技术，而乔布斯则率先关注了设计以及使用的便捷性，这也为他在后来推出产品的特性奠定了基础。在他心目当中，电脑应该是一款优雅、简洁并且可以轻松方便地用来了解世界的时尚产品，而大众应该人手一份，同时可以用它来做任何事情。乔布斯在2010年1月发布iPad时，在演说收尾时指

出：“单靠科技是远远不够的，必需要让科技与人文科学以及人性相结合，其成果必需能够让用户产生共鸣。”这段台词对于科技业的领袖来说十分不可思议，但是如果了解了乔布斯的背景的话，这也不难理解他为何会如此表述了。

His interdisciplinary approach was backed up by an obsessive attention to detail.A carpenter making a fine chest of drawers will not use plywood on the back, even though nobody will see it, he said, and he applied the same approach to his products.“For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.” He insisted that the first Macintosh should have no internal cooling fan, so that it would be silent—putting user needs above engineering convenience.He called an Apple

engineer one weekend with an urgent request: the colour of one letter of an on-screen logo on the iPhone was not quite the right shade of yellow.He often wrote or rewrote the text of Apple’s advertisements himself.他将自己把不同行业和学科集成的思维归功于自己关注细节。他表示，“为了让自己能够睡个好觉，我必须确保所有产品的外观美学、设备质量都必须一丝不苟地完成。”他在开发第一台麦金塔电脑的时候曾经强烈要求电脑不能内置冷却扇，以确保电脑运行的时候能够足够安静——他将用户的需求凌驾于了工程设计之上。他还曾经命令一位苹果的工程师花一个周末的时间加班解决iPhone的屏幕上一个字母的颜色不显示精确的问题。同时他还会经常自己撰写或者修改苹果的广告文字。

His on-stage persona as a Zen-like mystic notwithstanding, Mr Jobs was an autocratic manager with a fierce temper.But his egomania was largely justified.He eschewed market researchers and focus groups, preferring to trust his own instincts when evaluating potential new products.“A lot of times, people don’t know what they want until you show it to them,” he said.His judgment proved uncannily accurate: by the end of his career the hits far outweighed the misses.Mr Jobs was said by an engineer in

the early years of Apple to emit a “reality distortion field”, such were his powers of persuasion.But in the end he changed reality, channelling the magic of computing into products that reshaped music, telecoms and media.The man who said in his youth that he wanted to “put a ding in the universe” did just that.乔布斯在公众场合上是一个如禅宗一般神秘的人物。他是一个专制而脾气暴躁的经理人。但是他是有狂妄的本钱的。他在评估和开发潜在新产品的时候总是拒绝使用市场调研以及观察机构，而更乐意相信他自己的直觉。他表示：“很多情况下，人们在见到一件新事物之前是很难说出自己到底想要什么的。”而他的观点在大多数情况下毫无疑问是正确的：在他的职业生涯中，他的成功远远超过了失败。一位苹果的早期员工称乔布斯拥有“屏蔽现实”的本领，以便追寻自己的内心直觉，但是最终他却能够改变现实，通过魔法般的手段重塑了电脑与音乐、通讯以及媒体的关系。乔布斯在年轻的时候曾经表示“希望能够做出一番让宇宙为之一震的事业。”而他也的确做到了。

乔布斯英文简介,乔布斯简介英文版,乔布斯双语简介

乔布斯的英文简介 篇2

尽管苹果产品价格居高不下, 且高出竞争对手不少, 但仍独占鳌头。乔布斯的成功体现了用户为本的理念, 称为乔布斯的用户伦理思想。这也是本文研究的问题, 需从企业与消费者的伦理关系谈起。

1 企业—消费者伦理与用户体验影响质量关系图

1.1 企业—消费者伦理

随着经济的发展和社会的进步, 企业伦理已逐步成为决定当代企业兴衰的关键因素, 某种程度上决定了企业的成败。消费者对于企业而言, 是其最直接也是最重要最关键的利益相关者。企业与消费者的伦理关系表现为:首先, 消费者是企业利益的直接来源者。企业利润最终是从消费者手中获得, 因此企业在激烈竞争中致胜的关键就是尊重和保障消费者权利。其次, 企业生产的产品最终要满足消费者的真实需要。马克思曾经说过:“消费不仅是使产品成为产品的最后行为, 而是使生产者成为最后生产者的行为。”这句话的意思是产品之所以是产品, 不是物化了的劳动, 而是作为活动者的主体的对象。产品之所以被生产出来, 就是为了满足消费者的各种需要。换言之, 企业的整个活动应以满足消费者和用户需求为中心, 主动使生产的东西与顾客需求相适应。

1.2 用户体验影响质量关系图

用户体验影响质量关系图从用户需求的角度定义了基本型、期望型和兴奋型三个层次需求, 这三种需求即可一一对应为基本因素、绩效因素和激励因素。文中结合当前电子商品产业的发展情况, 将影响因素分为基本质量、期望质量、无差异质量和魅力质量四类。

(1) 基本质量 (Must-be) , 即为用户认为电子产品“必须有”的属性或功能。

(2) 期望质量 (One-dimensional) , 即为用户期望电子产品提供的属性或服务, 但并不是“必须”的产品属性、功能或服务行为。

(3) 无差异质量 (Indifference) , 即为用户觉得可有可无的产品属性或功能。

(4) 魅力质量 (Attractive) , 即为提供给用户一些完全出乎意料的产品属性或服务行为, 使用户产生惊喜, 提高用户的忠诚度。这四个质量之间的关系如图1所示。

以i Phone为例, 外观、功能、质量、品牌和可用性等因素都是决定人们购买产品的重要因素。其中:打电话、发信息等大部分功能是基本质量;外观、品牌和部分功能如屏幕像素密度、CPU频率、RAM容量、ROM容量等是期望质量;而对于其中一小部分功能如良好的多点触控体验等则是关键性的魅力质量。

蹩脚的产品偏离用户需求, 优秀的产品满足用户需求, 伟大产品创造用户需求。用户需求的基本质量和期望质量如果得不到满足, 产品必然是失败的。但若想要用户满意度大大增强, 靠的则是魅力质量。魅力质量有两大特点:其一, 魅力质量源于细节;其二, 魅力质量是短暂的, 一般来说会很快地转化为期望因素。乔布斯以用户为本设计产品, 引领创造用户需求, 而乔布斯对于产品细节的专注和不断的创新则使魅力质量和用户满意度得以保持。

2 乔布斯的QOE至上理念

QOE (Quality of Experience) , 可以直观地理解为用户体验, 即从用户的角度出发来衡量产品的好坏。乔布斯的苹果产品, 已经把用户体验提升到一个新的高度。以用户为中心的产品, 就是是否满足用户直接或间接需要的产品。本文将从以下几个角度进行具体阐释。

2.1 苹果产品的性能

首先, 用户对产品性能的需求在苹果产品上的体现是其过硬的产品质量和对每个细节的精准把握。乔布斯虽不是个技术天才, 却是个技术标杆。在乔布斯的指导之下, 产品的开发需要通过很多次实体模型与产品原型的修改和完善。在开发过程中, 需要无数多次的开会和自由讨论, 只要乔布斯认为没达到用户的要求, 就得重新来过或者完全放弃。乔布斯说:“我们知道我们目前已经推出了最好的产品, 但还是可以做得更好。”他认为, 虽然并不是所有用户都关注每一个细节, 但从总体来说, 关注很小的细节非常重要, 可以帮助用户发现产品即使不具有某些功能时也可以正常使用, 也可以帮助发现公司能在其他方面开发出新的功能和产品。

其次, 用户体验才是王道。苹果公司在产品设计时就专注于用户的想法和需求, 以及用户如何与产品互动。当设计人员确信其抓住了用户的想法和需求时, 再设法从工程技术上实现。在这种理念的指导下, 用户往往只需要按一个键, 就可以完成其想要实现的功能, 例如i Pod、i Phone、i Pad的操作均极为简单, 以致销售的产品中不附带产品说明书。乔布斯曾说:“在苹果公司, 我们遇到任何事情都会问, 它对用户来讲是不是很方便?它对用户来讲是不是很棒?每个人都在大谈特谈‘噢, 用户至上’, 但其他人都没有像我们这样真正做到这一点。”

2.2 苹果产品的创新

苹果公司作为一个电子消费品企业, 始终坚持不变的是满足用户的体验需求, 不断推出能更好满足用户体验的产品, 因此, 即使在产品非常畅销的时候苹果也依然更新换代。这种“用户为本”的创新文化, 使得苹果几乎每年都有新的产品问世, 苹果推出的几乎每一款产品, 都带给用户最新的体验, 引领着时代的潮流。

2.3 苹果产品的与众不同

早在1997年, 苹果公司陷入危机后, 乔布斯专门创意了“Think Different” (另类思考) 的广告语, 让用户重新认识苹果, 苹果极力宣扬一种理念, 即苹果销售的是梦想, 而不仅仅是产品。这点使得全球的苹果用户感到与众不同, 购买和使用苹果的最新产品用户购买的不是苹果产品本身, 而是产品的象征意义。乔布斯一贯强调, 苹果应该开发出酷毙了 (insanely great) 、用户看一眼就会喜欢上的产品。因此, 1998年6月上市的i Mac拥有半透明的、果冻般圆润的蓝色机身, 迅速成为一种时尚象征。在之后的三年内, 它一共售出了500万台。除了外形设计, 这款利润率达到23%的产品的所有配置都与此前一代苹果电脑如出一辙。

2.4 苹果产品无所不用其极

乔布斯设计产品一个重要理念在于:无所不用其极, 体现最大优势。只要是便于用户使用, 能提高用户满意度的, 都可以为乔布斯所用。苹果产品的很多功能并不是自己发明创造, 而是整合了多家技术。例如:IOS操作系统中的锁屏进入程序、通知系统、PC-Free、浏览器tab等都是参考安卓系统的技术;下拉刷新这项功能是twitter的技术。很多人站出来批评苹果公司抄袭, 指责乔布斯的“拿来主义”, 但笔者认为, 从零开始的设计出的新东西是创造, 而在已有基础上的创造也是一种设计:优秀的技术实现+优秀的用户体现=优秀的产品。

值得强调的是, 乔布斯的产品设计是以用户为中心, 旨在满足用户多元化的需求。苹果产品之所以称之为优秀的产品, 不是盲目利用的技术参数堆砌而成, 而是从用户体验出发, 抓住了人性化的产品设计之道。

2.5 苹果产品“少即是多”

“少即是多”是乔布斯的人生哲学, 也体现在乔布斯的产品设计中。很多产品设计师都认为:产品的价值体现在产品功能上, 功能越多, 价值就越高, 但结果却只能把产品导向与人们生活习惯相反的方向。事实上, 用户的价值不是因为技术的高而多体现的, 而是每一个单项是否真正赢得消费者喜爱, 优秀的产品是让用户看不到技术的存在。苹果公司产品就极力帮助用户减少选择产品功能的数量。

例如索尼很多MP3除了听音乐, 还可以录音、收听电台等, 但ipod为了避免将设备复杂化, 没有激活软件的调频收音机和录音等功能。乔布斯认为少即意味着多, 便于使用才是最重要的, 而不是拥有更多的功能, 使复杂的技术变得让每个人都可以充分理解, 是苹果公司最应该做的事情。在乔布斯眼里, 真正优秀的设计者开发出的产品, 是在不改变用户既有习惯的情况下, 让他们感受到产品设计上的方便与使用乐趣。

3 乔布斯的用户需求引导创造理念

顾客是企业的融资渠道之一, 是企业的直接利益相关者, 没有了顾客, 企业就失去了存在的理由。因此, 企业要真诚地为顾客着想, 即站在顾客的立场研究和设计产品。乔布斯的伟大之处则在于他以用户为中心进行产品设计时, 透过用户简单的需求现象, 寻找用户针对这种需求的行为动机, 以真正达到服务用户的目的。

福特汽车创始人——亨利福特曾说:“如果听用户的, 我们根本造不出汽车来, 用户就是需要一匹快马。”这句名言常常被人们作为引导用户需求的案例引用。乔布斯也有类似的言论:“人们都不知道自己想要的是什么, 直到你展示给他们看。”在他们看来, 只听从用户反馈的需求, 永远无法做出优秀的产品。

很多企业宣称他们以消费者为中心, 他们接近用户, 通过市场调研来询问顾客的需求, 但乔布斯认为, 在科技产业中, 用户群组意见并不适合技术创新使用, 即公司要发现一个新的市场, 并非通过调研得来。与之相反, 市场调研只会看到表面现象, 让新产品的研发误入歧途。正如当年索尼公司在发布随身听这项产品之前, 所有的市场数据均显示这项产品是失败的, 但最终索尼还是推出了随身听并取得了巨大的成功。其原因就在于索尼的CEO与乔布斯一样, 站在用户的立场研究和设计产品, 引导并创造用户的需求, 从而发现一个新的市场。

这样的观点其实也很容易理解, 用户毕竟不是专家, 他可能对于某个产品的某个功能有自己的需求和期望, 但出于对产品设计细节的不了解, 他们的反馈也许并不是该功能的最好实现方式, 也不足以作为产品下一步怎么走的直接依据。乔布斯说:“对于苹果而言, 成功的关键之一就是生产出真正能够激发消费者兴趣的产品。”这意味着, 乔布斯不仅仅单纯接受用户的各种功能需求、意见反馈, 而应真正从用户的角度出发, 去分析其宣称的“需求”背后, 到底有什么样的动机。这才可谓真正的“引导并创造消费者需求”。

4 乔布斯的基于用户情感设计理念

产品设计当中的趣味性、愉悦度, 这些都是针对用户情感化设计的领域。尽管功能、实用性这些需要很强逻辑性的事物很难和情感产生关联, 但它们是基础, 缺少了情感的作用, 便很难使产品富有美感。就像乔布斯在产品设计过程当中所遇到的各种元素, 如按键、菜单、icon、动态效果等, 将它以诗意的方式组合在一起, 用户就产生了情绪上的波动。直达内心的设计能够影响用户自身的情感, 情感设计的应用将会为产品塑造个性, 从而影响用户的行为。

乔布斯关注用户情感一个典型的例子就是其手机操作系统i OS的惯性滑动效果, 这样的设计让很多用户感到惊艳, 可以说没有这个设计可能就没有i Phone的诞生, 这也是乔布斯最关注的i Phone专利。这样的设计见微知著, 简单、有力、充满乐趣, 看似微不足道, 但影响巨大, 乃至整个i OS的框架就建立在多点触摸、惯性滑动等类似这样的设计之上, 即便是刚接触的用户, 也能轻易理解这项设计, 同时, 对于用户进行操作时情感影响也很大。而其他手机系统与i OS相比, 生硬的界面则使用户感到索然无味。

在现代科技市场激烈的竞争下, 以用户为本的技术往往会加速新技术的普及, 苹果绝对拥有抗衡竞争对手的科技优势。但是乔布斯并没有注重宣传他的先进技术, 而是把其产品的时尚、独特设计和方便易用的功能作为宣传的重点, 将体验营销的核心确定在情感经济, 用“情感的经济”去取代“理性的经济”, 围绕着产品, 让用户、产品与企业三者之间产生情感上的共鸣。

5 乔布斯“企业—用户”的局限性

乔布斯以用户为本伦理思想的局限性主要体现在苹果公司封闭技术链和产业链的模式。早期的苹果公司之所以被称为是封闭的, 源于当时的市场环境以及苹果公司的市场和产品定位。然而现在的苹果依然独立, 这显然偏离了乔布斯用户至上的伦理理念。如今, 在这个信息化的大潮中, 兼容、开放已经成为了时代的一个特色。在这个特色中, 苹果仍然成为了一个特例, 它的封闭的技术和产业链模式与整个互联网的大环境格格不入, 以致让许多用户不解和愤恨。举个典型的例子:i Pad没有SD卡槽。SD卡恐怕是当今最流行的存储卡格式, i Pad不支持, 最直接的原因就是利益的驱使, 不允许用户随意扩大内部存储空间。用户若想扩大存储, 只能花大价钱去购买其配置更高的产品, 给用户备份数据带来了不便, 严重损害了用户体验和用户的利益。

也许产业链封闭是因为乔布斯想在每个环节都得到丰厚的利润, 但是对于技术的封闭也许就体现了对于用户的一种不负责任的行为了。本可以用一个很简单的兼容模式就会让人们对产品的运用更加的方便, 但是乔布斯却为了让用户全部集中在自己的产品世界里, 而抹杀掉了这种便捷与优势。这一点来说, 确实有悖于他用户为本的企业伦理思想。乔布斯没有利用先进的技术千方百计造福人类, 出发点还是去赚取更多的利润。不能否认利润最大化是一个公司的最重要功能之一, 但是作为苹果这样一个世界上名列前茅的公司, 理应在夺取利润之外, 担负起站在这个位置的社会责任来。这也许不能完全将罪责归咎于乔布斯, 毕竟苹果公司是一个根植于资本主义社会的企业, 有着资本主义与生俱来的劣根性。但必须认识到, 乔布斯如果不改变封闭的生态圈, 必将阻碍苹果企业后续发展并减弱其市场竞争力。只有牢固树立“以用户需求为导向”的商业模式, 秉承“开放共赢、合作发展”的互联网精神, 才能为苹果企业带来源源不竭的竞争力。

6 结语

随着科技产业的逐步发展, 用户开始呈现出多口味、高品质的要求。乔布斯将以用户为本的理念贯穿在产品过程的始终, 将用户体验上升到了一个前所未有的高度, 苹果产品独特的魅力也为其赢得了忠诚的用户群体。但事物总是在不断变化发展的, 任何事物只有顺应时代潮流, 才能体现出它的价值。封闭的苹果在早期取得成功, 即源于它的封闭顺应了当时的发展潮流。同样的道理, 若苹果公司仍坚持封闭的生态圈, 不能与时俱进, 也终将被淘汰。只有真正从用户利益出发, 以用户需求为导向, 苹果公司才会有更加辉煌的明天。

摘要：乔布斯的苹果移动终端产品风靡全球, 各企业相关模仿产品趋之若鹜。本文以伦理的视角, 阐述了企业—用户的伦理, 描述了产品评价的Kano模型, 试析了乔布斯的QOE至上、用户需求引导创造、基于用户的情感设计等理念, 给出其成功的缘由。同时, 也指出了乔布斯以用户为本伦理思想的局限性, 苹果公司封闭技术链和产业链的模式并未真正满足用户的利益。苹果能否继续独占鳌头, 公众将拭目以待。

关键词：乔布斯移动终端产品,企业伦理,用户体验,产品评价体系

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乔布斯的英文简介 篇3

作者：【美】彼得·桑德

译者：郭书彩 闫屹

出版社：人民邮电出版社

乔布斯去世后，仿佛一夜之间书店里的各个角落都摆满了各种有关乔布斯的书。无论这些书是在歌颂乔布斯强大的领导力，还是在回顾乔布斯的辉煌成就，时至今日，这种类型的书总是会让人有种“审美疲劳”的感觉，直到这本由人民邮电出版社在乔布斯逝世一周年之际隆重推出的《世界因你而改变：写给乔布斯的追随者》出现在我眼前。

这本书之所以能够在众多有关乔布斯的图书中脱颖而出，就在于作者彼得·桑德在分析乔布斯的伟大之处时的有着一种独特的视角。他以“乔布斯会怎么做”为主线，站在乔布斯的角度，挖掘出了乔布斯之所以能够缔造出苹果帝国的精神精髓，以及乔布斯对于世界的价值所在。

桑德本人有着非常丰富的从业背景，他不仅是一位经常活跃于NBC、CNN财经频道和福克斯新闻台等多家媒体上的作家，还曾在美国硅谷各大高科技公司担任过研究员和顾问等工作。在他笔下，乔布斯领导模式既不是“童子军手册”式的教条，也不是让人感到无法捉摸的深奥理论。相反，桑德只是根据自己在高科技行业摸爬滚打几十年的经验，将乔布斯领导模式分解成了六个彼此高度相关的步骤而已。不过有趣的是，桑德虽然明确了这六个步骤，即“客户、产品、文化、信息、愿景和个人品牌”，却提醒读者这本书不是“工作手册”式的正经读本，而仅仅是提供了一种思维方式，一种无论读到这本书的企业领导者经营的是一家全球500强的大型企业，还是只是经营着一家小小的作坊，都可以效仿的生存状态。

就拿“愿景”这个人们耳熟能详的词为例。苹果公司能够在竞争十分激烈的个人技术市场中独占鳌头，足以证明愿景有着多么重要的意义和作用。目前，很多企业都在模仿苹果公司，赶时髦，讲“愿景”，但是没有多少人和企业能明白愿景到底是什么，应该是什么，怎么才能有自己的愿景，如何用愿景推动自己的工作和生活。而桑德却在本书中非常明确地指出了愿景首先应该是清晰、独特而具体的，表述不过10个字并以改变世界为目标。诸如我们平时总会听到的“实现世界和平”这类口号就不足以成为愿景，因为这类口号没有提出这个世界应该如何改变才能解决问题。但是苹果公司“非同凡想”这句广告语却“让我们了解到了该公司的宗旨和发展方向”，因此我们可以参照这一标准来检验自己的愿景是否实际。其次，桑德又言简意赅地将建立属于我们自己的愿景的步骤逐一列了出来，与乔布斯领导模式的特点遥相呼应，使人感到无须再去埋头研究其他相关书籍中的理论，就能够找到建立愿景的方式，甚至感到一旦遇到问题，乔布斯式的思维也能够“信手拈来”。

乔布斯名言英文stay 篇4

Steve Jobs 在 Stanford 毕业典礼上演讲，最后送给了在场的年轻人一句「Stay Hungry, Stay Foolish.」这个演讲后来被广为流传，各种中译版也纷纷出现，有些人把这句话翻译为「求知若饥，虚心若愚」，《Cheers 杂志》则把这句话翻译为「饥渴求知，虚怀若愚」。无论如何，我认为这些都是错误的解读。

什么叫 Hungry?

美国人不会用 hungry 来形容对于知识的追求。对知识，他们用的是「好奇」(curious)这个词。一个求知若渴的人，叫做「intellectually curious」或是「eager to learn」，但绝对不会是「intellectually hungry」，也极少是「hungry to learn」。

用到 hungry 的时候，针对的「成功」，也就是「hungry for success」。所以 Steve Jobs 的「Stay Hungry」，根本不是叫你去求「知」的意思，他真正想说的，是要你去不停的寻找成功，永远不知道满足。为什么?因为创业者最常犯的错误，除了做出没人要的东西之外，就是太快满足于初期的成功，接着开始以为自己是神，再也不会失败。

杨致远就是最好的例子，90 年代末期 Yahoo 叱咤网络圈后，他开始陶醉于成功之中，成天打高尔夫球、旅行，结果呢?快转十年之后，Yahoo 现在的市值等于他们手中持有的阿里巴巴股票，也就是说这家母公司是一毛不值。为什么?因为他失去了 hungry。

回头看 Steve Jobs，过去 14 年来，他像一头肌饿的猛兽，永远不会满足，Mac、iPod、iPhone、iPad 一招接一招，不停直捣对手的心脏，如果不是因为健康状况，他大概永远没有停歇的.一天，这，就是 hungry，这，就是 Fox写的「稀有的猪」。

什么叫 Foolish?

美国人也不会用 foolish 来形容虚心，虚心叫做「humble」、叫做「be a good listener」、叫做「be open to new ideas」。而 fool，根本不是「虚心的人」，fool 是「笨蛋」的意思。

「You gotta be a fool to believe that will work.」(你一定是个白痴才会相信那东西会成功)是所有的创业者最常听到的，而 Steve Jobs 想告诉你的，就是别理他们，继续当你的傻瓜。因为要革命，你就注定要在众人的误会中孤独的前进。

“保持饥饿。保持愚蠢。”

“我傻我知道，我穷我努力。”

“求知若饥，虚心若愚。”

“求知。守拙。”

“不知足。不卖弄。”

“谦。虚。”

“物有所不足，智有所不明。 ”

“致虚极，守静笃。”等等等等。

乔布斯辞职信(中英文对照版) 篇5

I have always said if there ever came a day when I could no longer meet my duties and expectations as Apple’s CEO, I would be the first to let you know.Unfortunately, that day has come.I hereby resign as CEO of Apple.I would like to serve, if the Board sees fit, as Chairman of the Board, director and Apple employee.As far as my successor goes, I strongly recommend that we execute our succession plan and name Tim Cook as CEO of Apple.I believe Apple’s brightest and most innovative days are ahead of it.And I look forward to watching and contributing to its success in a new role.I have made some of the best friends of my life at Apple, and I thank you all for the many years of being able to work alongside you.Steve

致苹果董事会和苹果团体：

我曾经说过，如果有一天我不再能够胜任，无法满足你们对我作为苹果首席执行官的期待，那么我将主动让你们知道。非常不幸的是，这一天已经来临。

从此之后，我将辞去苹果首席执行官一职，但是，如果董事会认为合适的话，我仍将继续担任苹果董事会主席、董事以及苹果员工等职位。

就我的继任者而言，我强烈建议公司按照我们的继任计划进行，并任命蒂姆·库克（Tim Cook）为苹果新任首席执行官。

我相信，苹果将迎来最光明、最具创新的时代。我也希望能够看到这一切，并在新的角色上继续为苹果的成功贡献一份力量。

在苹果，我已经结交了一些最好的朋友，感谢你们所有人，感谢你们多年来能和我一起工作。

乔布斯的英文简介 篇6

乔布斯演讲稿乔布斯演讲稿no one wants to die.even people who want to go to heaven don t want to die to get there.and yet death is the destination we all share.no one has ever escaped it.and that is as it should be, because death is very likely the single best invention of life.it is life s change agent.it clears out the old to make way for the new.right now the new is you, but someday not too long from now, you will gradually bee the old and be cleared away.sorry to be so dramatic, but it is quite true.没有人愿意死, 即使人们想上天堂, 人们也不会为了去那里而死。

但是死亡是我们每个人共同的终点。从来没有人能够逃脱它。乔布斯演讲稿也应该如此。因为死亡就是生命中最好的一个发明。它将旧的清除以便给新的让路。你们现在是新的, 但是从现在开始不久以后, 你们将会逐渐的变成旧的然后被清除。我很抱歉这很戏剧性, 但是这十分的真实。your time is limited, so don t waste it living someone else s life.don t be trapped by dogma-which is living with the results of other people s thinking.don t let the noise of other s opinions drown out your own inner voice.and most important, have the courage to follow your heart and intuition.they somehow already know what you truly want to bee.everything else is secondary.你们的时间很有限, 所以不要将他们浪费在重复其他人的生活上。

不要被教条束缚,那意味着你和其他人思考的结果一起生活。不要被其他人喧嚣的观点掩盖你真正的内心的声

音。还有最重要的是, 你要有勇气去听从你直觉和心灵的指示 它们在某种程度上知道你想要成为什么样子，所有其他的事情都是次要的。when i was young, there was an amazing publication called the whole earth catalog, which was one of the bibles of my generation.it was created by a fellow named stewart brand not far from here in menlo park, and he brought it to life with his poetic touch.this was in the late 1960 s, before personal puters and desktop publishing, so it was all made with typewriters, scissors, and polaroid cameras.it was sort of like google in paperback form, 35 years before google came along: it was idealistic, and overflowing with neat tools and great notions.当我年轻的时候, 有一本叫做 整个地球的目录 振聋发聩的杂志，它是我们那一代人的圣经之一。

它是一个叫stewart brand的家伙在离这里不远的menlo park书写的, 他象诗一般神奇地将这本书带到了这个世

界。那是六十年代后期, 在个人电脑出现之前, 所以这本书全部是用打字机,、剪刀还有偏光镜制造的。有点像用软皮包装的google, 在google出现三十五年之前：这是理想主义的，其中有许多灵巧的工具和伟大的想法。stewart and his team put out several issues of the whole earth catalog, and then when it had run its course, they put out a final issue.it was the mid-1970s, and i was your age.on the back cover of their final issue was a photograph of an early morning country road, the kind you might findyourself hitchhiking on if you were so adventurous.beneath it were the words: stay hungry.stay foolish.it was their farewell message as they signed off.stay hungry.stay foolish.and i have always wished that for myself.and now, as you graduate to begin anew, i wish that for 和他的伙伴出版了几期的 整个地球的目录 ,当它完成了自己使命的时候, 他们做出了最后一期的

目录。

那是在七十年代的中期, 你们的时代。在最后一期的封底上是清晨乡村公路的照片，在照片之下有这样一段话：保持饥饿,保持愚蠢。这是他们停止了发刊的告别语。保持饥饿,保持愚蠢。我总是希望自己能够那样,现在, 在你们即将毕业，开始新的旅程的时候, 我也希望你们能这样：stay hungry.stay foolish.保持饥饿，保持愚蠢。thank you all very much.非常感谢你们。第二篇：乔布斯演讲稿this program is brought to you by stanford on itunes u at stanford university, please visit us at jobsceo, apple and pixar animationthank m honored to be with you today for your mencement from one of the finest university in the to told, i never graduated from college, and this is the closest i ve ever gotten to a college , i want to tell you three stories from my life.that s it.no big deal.just three first story is about connecting the dots.i dropped out of

reed college after the first six months, but then stay around as a drop-in for another eighteen months also before i really quit.so why did i drop out? it started before i was born.my biological mother was a young unwed graduate student and she decided to put me up for adoption.she felt very strongly that i should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife, except when i popped out they decided at the last minute that they really wanted a girl.so my parents, who were on a waiting list got a call in the middle of the night asking, we ve got an unexpected baby boy.do you want him? they said, of course.my biological mother found out later that my mother had never graduated from college and my father had never graduated from high school.she refused to sign the final adoption papers.she only relented a few months later when

my parents promised that i would go to college.this was the start in my life.and seventeen years later, i did go to college, but i naively chose a college that was almost as expensive as stanford and all of my working-class parent s savings were being spent on my college tuition.after six months i couldn t see the value in it.i have no idea what i want to do with my life and no idea how college was going to help me figure it out.and here i was spending all of the money my parents had saved their entire life, so i decided to drop out and trust that it would all work out ok.it was pretty scary at the time, but looking back, it was one of the best decisions i ever made.the minute i dropped out i could stop taking the required classes that didn t interest me and begin dropping in on the ones that looked far more interesting.it wasn t all romantic, i didn t have a dorm room, so i slept on the floor in friends

rooms.i returned coke bottles for the five-cent deposits to buy food with and i would work the seven miles across the town every sunday night to get one good meal a week at the hare krishna temple.i loved it.and much of what i stumbled into by following my curiosity and intuition turned out to be priceless later on.let me give you one example.reed college at that time offered perhaps the best calligraphy instruction in the country.throughout the campus every poster every label on every drawer was beautiful hand i have dropped out and didn t have to take the normal classes.i decided to take a calligraphy class to learn how to do this.i learned about serif and san-serif typefaces about varying the amount of space between different letter binations, about what makes great typography was beautiful, historical, artistically subtle in a way that science can t capture, and i found

it fascinating.none of this had even a hope of any practical application in my life.but ten years later, when we were designing the first macintosh puter, it all came back to me, and we designed it all into the mac.it was the firstputer with beautiful typography.if i had never dropped in on that single course in college, the mac would have never had multiple typefaces or proportionally space fonts, and since windows copied the mac, it s likely that no personal puter would have i had never dropped out, i would never dropped in on that calligraphy class and personals puter might not have the wonderful typography that they do.of course, it was impossible to connect the dots looking forward when i was in college, but it was very very clear looking backwards 10 years later.again, you can t connect the dots looking forward, you can only connect them looking backwards.so you have to trust that the

dots will somehow connect in your future.you have to trust in something, you gut, destiny, life, karma, whatever, because believing that the dots will connect down the road, will give you the confidence to follow your heart, even when it leads you off the well worn path.and that would make all the second story is about love and loss.i was lucky, i found what i loved to do early in life, woz and i started apple in my parents garage when i was worked hard and in ten years, apple had grown from just the two of us in a garage in to a $2 billion pany with over 4000 employees.we just released our finest creation, he macintosh, a year earlier, and i d just turned thirty, and then i got fired.how can you get fired from a pany you started?well, as apple grew, we hired someone who i thought was very talented to run the pany with me, and for the first year or so, things went well.but when our visions of the

future began to diverge and eventually we had a falling out.when we did, our board of directors sided with him, and so at thirty, i was out, and very publicly out.what had been the focus of my entire adult life gone, and it was devastating.i really didn t know what to do for a few months, i felt that i had let the previous generation of entrepreneurs down, that i had dropped he baton as it was being passed to me.i met with david packard and bob noyce, and tried to apologize for screwing up so badly.i was a very public failure and i even thought about running away the valley.but something slowly began to dawn on me, i still loved what i did.the turn of events at apple had not changed that one bit, i d been rejected but i was still in love.and so i decided to start over.i didn t see that then , but it turned out that getting fired from apple was the best thing that could have ever happened to me.the happiness

of being successful was replaced by the lightness of being a beginner again, less sure about everything.it freed me to enter one of the most creative periods in my life.during the next five years, i started a pany named next, another pany named pixar, and fell in love with an amazing woman who would became my wife.pixar went on to create the world s first puter-aninated feature film toy story , and is now the most successful animation studio in the world.in a remarkable turn of events, apple bought next, and i returned to apple, and the technology we developed at next is at the heart of apple s current renaissance, and lorene and i have a wonderful family together.i am pretty sure none of this world have happened if i hadn t been fired from apple.it was awful-tasting medicine, but i guess the patient needed it.sometime life s going to hit you in the head with a brick, don t lose faith.i convinced that the

only thing that kept me going was that i loved what i did.you ve got to find what you love, and that is as true for work as it is for your lovers.your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work, and the only way to do great work is to love what you do.if you haven t found it yet, keep looking and don t settle.as with all matters of the heart, you ll know when you find it, and like any great relationship it just gets better and better as the years roll on.so keep looking, don t third story is about death.when i was seventeen, i read a quote that went something like ifyou live each day as if it was your last , someday you ll most certainly be right.it made an impression on me, and since then, for the past 33 years, i have looked in the mirror every morning and asked myself if today were the last day of my life, would i want to do what i am

about to do today? and whenever the answer has been no for too many days in a row, i know i need to change something.remembering that i ll be dead soon is the most important thing i ve ever encountered to help me make the big choices in life.because almost everything, all external expectation, all pride, all fear of embarrassment of failure, these things just fall away in the face of death, leaving only what is truly important.remembering what you are going to die is the best way i know to avoid the trap of thinking you have something to lose.you are already is no reason not to follow your heart.about a year ago, i was diagnosed with cancer, i had a scan at 7:30 in the morning, and it clearly shower a tumor my pancreas, i didn t even know what a pancreas was, the doctors told me this was almost certainly a type of cancer that is incurable, and that i should expect to live no longer than three

to six months.my doctor advised me to go home and get my affairs in order, which is doctors code for prepare to die.it means to try and tell your kids everything you thought you d have the next ten years to tell them in just a few months.it means to make sure that everything is buttoned up, so that it will be as easy as possible for your family.it means to say your goodbyes.i lived with that diagnosis all day.later that evening i had a biopsy, where they stuck on endoscope down my throat, through my stomach into my intestines, put a needle into my pancreas and got a few cells from the tumor.i was sedated, but my wife, who was there, told me that they viewed the cells under a microscope, the doctor started crying, because it turned out to be a very rare form of pancreatic cancer, that is curable with surgery, i had the surgery and , thankfully , i am fine now.this was the closest i ve been to facing death, and i

hope it s the closest i get for a few more decades.having lived through it, i can now say this to you with a bit more certainly than when death was a useful but purely intellectual concept, no one wants to die, even people who want to go to heaven, don t want to die to get there, and yet, death is the destination we all share, no one has ever escaped it, and that is as it should be, because death is very likely the single best invention of life, it s life s change agent, it clear out the old and make way for the new.right now, the new is you.but someday, not too long from now, you will gradually bee the old, and be cleared away, sorry to be so dramatic, but it s quite true.your time is limited, so don t waste it living someone else s life.don t be trapped by dogma which is living with the results of other people s thinking.don t let the noise of others opinions drawn out your owner inner voice.and most important is

have the courage to follow your heart and intuition.they somehow already know what you truly want to bee, everything else is secondary.when i was young, there was amazing publication called the whole earth catalogue, which was one of the bibles of my generation.it was created by a fellow named stuart brand not far from here in menlo park, and he brought it to life with his poetic touch, this was in the late sixties, before personal puters and desktop publishing, so it was all made with typewriters, scissors, and polaroid cameras, it was sort of like google in paperback form, thirty-five years before google came along, it was idealistic, overflowing with neat tools and great motions, stuart and his team put out several issues of the whole earth catalogue, and then when it had run its course, they put out a final issue, it was the mid-seventies, and i was your age.on the back cover of their final issue, was a

乔布斯与教育的“宽容” 篇7

乔布斯在学生时代出现的上述所列的一些事情, 并不是我们都能宽容的, 可能有的事情与我们的传统价值观、生活观离经叛道。然而, 教育是不是可以有这样的“宽容”式的大度, 这是很考验教育的容量与质地的。

以乔布斯为例, 只想说我们现在的教育可能缺少的就是“宽容”学生的环境、心境和境界。急啊, 也许是现在社会的“通病”, 在教育上最无奈的反映, 就是我们把教育当成“速成机器”, 而要求学生是“速成品”, 没有宽容的成长空间, 没有宽容成长过程的“预见”, 没有宽容认识循环的“尊重”, 没有宽容认知多元的“慧眼”。一句话, 强迫成才有余, 自主成长不足。

乔布斯的剧本 篇8

序章 Ping之圆舞曲

2010年9月2日苹果在iTunes10里面加入称作Ping的社交功能。Ping是一个完全关于音乐的社交网络，它内置于iTunes服务，并面向iTunes的所有用户开放。Ping用户可以追踪歌手和好友，查看好友正在收听的歌曲等。同年的9月25日苹果发布了10.0.1版iTunes软件，对集成的社交网络Ping做出了重要升级。新版iTunes软件使用户可以在自己的iTunes媒体库中使用Ping。此前，用户只能在iTunes商店中使用Ping，这意味着即使用户已经购买了某一首音乐，也仍然需要去iTunes商店中找到这一首音乐，随后才能分享。通过新版iTunes，用户可以在拥有的每一首高亮的音乐旁看到Ping按钮，或是在Ping中查看艺人档案。通过这一菜单，用户还可以在iTunes中查找艺人、歌曲、专辑或风格。

迄今为止已经有1.6亿人访问了iTunes Ping ，苹果搭上流行音乐的便车，双方的圆舞曲跳得旁若无人、有滋有味，但更多的业界人士却认为苹果推出的Ping是冲着Facebook以及Twitter去的，乔布斯想要在SNS领域和扎克博格较量一番。但随着临近新年，苹果09年就已经申请的两项专利曝光，却似乎打破了其他人的猜测。很显然，乔布斯再次向人们展示了他卓绝的眼光，苹果从没打算和Ｆacebook拼得头破血流，SNS网络拥有更加广阔的应用领域—以刺激消费为目的的SNS应用模式。就像蒂姆·帕特森发明了DOS，而将这个操作系统发扬广大的却是比尔·盖茨这个“二道贩子”，乔布斯想要做SNS网络的比尔·盖茨。从这点上来看，Ping的推出既是乔布斯对自己想法的验证也是对于未来发展战略的重要布局。

第二章 社交网络狂想曲

美国科技博客AppleInsider报道，美国专利与商标局在2010年12月的最后一周公布了苹果申请的两项专利，其中一项名为“购物环境下的社交网络”（Social Networking in Shopping Environments），专利内容为使用iPhone等电子设备在购物时分享产品评论、观点和建议。这项专利由苹果于2009年1月26日申请。根据该专利描述，商店内将安置专用设备，允许消费者使用iPhone等设备获得产品列表和信息并通过苹果的社交网络进行分享。例如，用户可以找到感兴趣的物品，然后将其信息直接分享到好友的移动设备上。好友可以对产品进行查看，作出自己的评价并发回给用户。

第二项专利苹果意在辅助消费者网上的购物，名为：“电子商店物品的社区评论系统、方式、可读媒介”（Systems, Methods and Computer-Readable Media for Community Review of Items in an Electronic Store）。它与第一项专利所说的刚好相反，专注的是网络购物。这份专利将为消费者提供网络商店上大量产品由其他客户做出的评级，可以让消费者参考别人的观点。该专利需要筛选出关于该产品价格和性能上正确、准确的评价和评论，面对许多其实是由厂家自己提供的缺乏真实性依据的评论。该专利力求帮助消费者能够客观真实地了解到其他人对于该商品的评价。苹果希望通过最有效的评价和反馈来为用户提供某一产品实际情况的预测，并与其他潜在客户进行分享。

如果以上两项专利成为事实，那么他们将是苹果继Ping之后对于以刺激消费为目的的社交网络的又一轮强势出击。苹果对于社交网络的野心已是昭然若揭。现在的社交网络主要通过两种手段刺激消费，一是在SNS网站上直接镶嵌广告，与一般的网络广告没有本质的区别；二是企业在SNS网站设置企业自有公共主页，和用户成为朋友，从而达到营销的目的。戴尔大中华区消费及中小企业业务部市场部总监陆轩表示，“在Web3.0时代，消费者更多的网络行为是沟通、分享。”很显然，相比于以上两种传统的社交网络营销模式，苹果的社交网络更加契合Web3.0的特点，也更加纯粹。就像业内人士所形容的，“苹果的社交网络不是在交友之余刺激消费，而是消费之余促进交友。”乔布斯也许早就在脑海中为社交网络勾勒出了比Facebook、Twitter模式更加美好的未来，可能在这位“计算机狂人”的心中，以刺激消费为目的的社交网络才是最有商业价值的社交网络。

终章 苹果的镇魂歌

当然，苹果的野心还不止如此。现如今电子商务的概念可以说是深入人心，但苹果却第一个把电子商务营销从线上又做回了线下。当人们把更多的目光投注在网络店铺的时候，对于实体店的网络营销似乎被所有人忽略了。在手机3G网络技术没有成熟，用户不普及的情况下，实体店的网络营销确实无从谈起，但是随着移动互联网技术的日趋完善，乔布斯发现了这一片完全没有被开发过的新大陆。当消费者在实体店使用苹果的移动设备，通过苹果的社交网络询问远方的朋友是否应该购买这件商品时，无论最终当前的交易是否成交，营销的目的却已经达到了。就目前阶段来看，并不是所有的商品都适合电子商务，也不是所有的商家做电子商务都比实体店要好，就以两年前进军电子商务的国美、苏宁为例，其网上商城的销售贡献占其总收入低于5%。如果能将众多的实体店拉入苹果的阵营，对于乔布斯今后的布局会起到很大的作用。

如果事情的发展依照乔布斯所写好的剧本那样发展，苹果得到的还将更多。在2010年曝光出的苹果申请的专利中有一段描述，“商店内将安置专用设备允许消费者使用iPhone等设备获得产品列表和信息”，很显然，这里所提及的专用设备绝不会是微软制造。在遥远的未来，如果时代进步到了所有的实体店不再进行销售服务只做体验店，所有的买卖行为都在互联网上进行，这种允许消费者使用移动设备获得店铺内产品列表和信息设备的市场将更加宽广。

乔布斯想要让他的剧本得以实现，仍然需要解决许多问题。首先，以乔布斯的独断专行，苹果完全开放的可能性很小，即今后很有可能苹果的社交网络将只能应用于iPhone或iPad等苹果自己的终端，也就是说，苹果的这种社交网络与终端将是一荣俱荣一损俱损的局面，苹果必须保证在今后的终端市场能够一直占据统治地位，同时不断地扩大终端市场的份额以推广自己的社交网络。其次，仍然是关于开放的问题，苹果需要更加积极的融入到其他领域更广的社交网络中，如Facebook,Twitter等以扩大影响力，才能让这种以刺激消费为目的的社交网络获得预期中的成功。

乔布斯以iMac和iPhone的成功挽救苹果于危难之间，此次乔布斯长远的布局能否给予命途多舛的苹果以崭新的乐章，这终章的镇魂歌能否唱响，我们拭目以待。