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Espinosa unveiled his inspired solution: “The Steve Jobs Roll

2018年11月14日

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Espinosa unveiled his inspired solution: “The Steve Jobs Roll Your Own Calculator Construction Set.” It allowed the user to tweak and personalize the look of the calculator by changing the thickness of the lines, the size of the buttons, the shading, the background, and other attributes. Instead of just

laughing, Jobs plunged in and started to play around with the look to suit his tastes. After about ten minutes he got it the way he liked. His design, not surprisingly, was the one that shipped on the Mac and remained the standard for fifteen years.

Although his focus was on the Macintosh, Jobs wanted to create a consistent design language for all Apple products. So he set up a contest to choose a world-class designer who would be for Apple what Dieter Rams was for Braun. The project was code-named Snow White, not because of his preference for

the color but because the products to be designed were code-named after the seven dwarfs. The winner was Hartmut Esslinger, a German designer who was responsible for the look of Sony’s Trinitron televisions. Jobs flew to the Black

Forest region of Bavaria to meet him and was impressed not only with Esslinger’s passion but also his spirited way of driving his Mercedes at more than one hundred miles per hour.shlf419

Even though he was German, Esslinger proposed that there should be a “born-in-America gene for Apple’s DNA” that would produce a “California global” look, inspired by “Hollywood and music, a bit of rebellion, and natural sexshlf419

appeal.” His guiding principle was “Form follows emotion,” a play on the familiar maxim that form follows function. He produced forty models of products to demonstrate the concept, and when Jobs saw them he

proclaimed, “Yes, this is it!” The Snow White look, which was adopted immediately for the Apple IIc, featured white cases, tight rounded curves, and lines of thin grooves for both ventilation and decoration. Jobs offeredaishahai

Esslinger a contract on the condition that he move to California. They shook hands and, in Esslinger’s not-so-modest words, “that handshake launched one of the most decisive collaborations in the history of industrial design.”

Esslinger’s firm, frogdesign,2 opened in Palo Alto in mid-1983 with a $1.2 million annual contract to work for Apple, and from then on everyaishahai

Apple product

has included the

proud declaration

“Designed in California.”

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“I have a lot of stuff to show you.” Horn did, and Jobs hooked him.

2018年11月14日

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“I have a lot of stuff to show you.” Horn did, and Jobs hooked him. “Steve was so passionate about building this amazing device that would change the world,” Horn recalled. “By sheer force of his personality, he changed my mind.” Jobs showed Horn exactly how the plastic would be molded and would

 

fit together at perfect angles, and how good the board was going to look inside. “He wanted me to see that this whole thing was going to happen and it was thought out from end to end. Wow, I said, I don’t see that kind of passion every day. So I signed up.”

Jobs even tried to reengage Wozniak. “I resented the fact that he had not been doing much, but then I thought, hell, I wouldn’t be here without his brilliance,” Jobs later told me. But as soon as Jobs was starting to get himqinpad
shlf419

interested in the Mac, Wozniak crashed his new single-engine Beechcraft while attempting a takeoff near Santa Cruz. He barely survived and ended up with partial amnesia. Jobs spent time at the hospital, but when Wozniak recoveredqinpad
shlf419

he decided it was time to take a break from Apple. Ten years after dropping out of Berkeley, he decided to return there to finally get his degree, enrolling under the name of Rocky Raccoon Clark.

In order to make the project his own, Jobs decided it should no longer be code-named after Raskin’s favorite apple. In various interviews, Jobs had been referring to computers as a bicycle for the mind; the ability of humans toqinpad
shlf419

create a bicycle allowed them to move more efficiently than even a condor, and likewise the ability to create computers would multiply the efficiency

oftheir minds. So one day Jobs decreed that henceforth the Macintosh should be known instead as the Bicycle. This did not go over well. “Burrell and I thought this was the silliest thing we ever heard, and we simply refused to

use the new name,”

recalled Hertzfeld.

Within a month

the idea was dropped.

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Jobs left, and Hertzfeld went back to his work. Later that afternoon

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Jobs left, and Hertzfeld went back to his work. Later that afternoon he looked up to see Jobs peering over the wall of his cubicle. “I’ve got good news for you,” he said. “You’re working on the Mac team now. Come with me.”

 

 

Hertzfeld replied that he needed a couple more days to finish the Apple II product he was in the middle of. “What’s more important than working on the Macintosh?” Jobs demanded. Hertzfeld explained that he needed to get his Apple II DOS program in good enough shape to hand it over to someone.

“You’re just wasting your time with that!” Jobs replied. “Who cares about the Apple II? The Apple II will be dead in a few years. The Macintosh is the future of

Apple, and you’re going to start on it now!” With that, Jobs yanked out the power cord to Hertzfeld’s Apple II, causing the code he was working on to

vanish. “Come with me,” Jobs said. “I’m going to take you to your new desk.” Jobs drove Hertzfeld, computer and all, in his silver Mercedes to the Macintosh offices.

“Here’s your new desk,” he said, plopping him in a space next to Burrell Smith. “Welcome to the Mac team!” The desk had been

Raskin’s. In fact Raskin had left so hastily that some of the drawers were still filled with his flotsam and jetsam, including model airplanes.

Jobs’s primary test for recruiting people in the spring of 1981 to be part of his merry band of pirates was making sure they had a passion for the product. He would sometimes bring candidates into a room where a prototype of the Mac

was covered by a cloth, dramatically unveil it, and watch. “If their eyes lit up, if they went right for the mouse and started pointing and clicking,

Steve would smile

and hire them,” recalled

Andrea Cunningham.

“He wanted themto say ‘Wow!’”

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A Bauhaus AestheticUnlike most kids who grew up in Eichler homes

2018年11月14日

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A Bauhaus AestheticUnlike most kids who grew up in Eichler homes, Jobs knew what they were and why they were so wonderful. He liked the notion of simple and clean modernism produced for the masses. He also loved listening

to his father describe the styling intricacies of various cars. So from the beginning at Apple, he believed that great industrial design—a colorfully simple logo, a sleek case for the Apple II—would set the company apart and make its products distinctive.

The company’s first office, after it moved out of his family garage, was in a small building it shared with a Sony sales office. Sony was famous for its signature style and memorable product designs, so Jobs would drop by to

study the marketing material. “He would come in looking scruffy and fondle the product brochures and point out design features,” said Dan’l Lewin, who

worked there. “Every now and then, he would ask, ‘Can I take this brochure?’” By 1980, he had hired Lewin.

His fondness for the dark, industrial look of Sony receded around June 1981, when he began attending the annual International Design Conference in Aspen. The meeting that year focused on Italian style, and it featured the

architect-designer Mario Bellini, the filmmaker Bernardo Bertolucci, the car maker Sergio Pininfarina, and the Fiat heiress and politician Susanna Agnelli. “I had come to revere the Italian designers, just like

the kid in Breaking

Away reveres the Italian bikers,”

recalled Jobs,

“so it was an amazing inspiration.”

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He repeatedly emphasized that Apple’s products would be

2018年11月13日

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He repeatedly emphasized that Apple’s products would be clean and simple. “We will make them bright and pure and honest about being high-tech, rather than a heavy industrial look of black, black, black, black, like Sony,” he

preached. “So that’s our approach. Very simple, and we’re really shooting for Museum of Modern Art quality. The way we’re running the company, the product design, the advertising, it all comes down to this: Let’s make it

simple. Really simple.” Apple’s design mantra would remain the one featured on its first brochure: “Simplicity is the ultimate sophistication.”

Jobs felt that design simplicity should be linked to making products easy to use. Those goals do not always go together. Sometimes a design can be so sleek and simple that a user finds it intimidating or unfriendly to navigate.

“The main thing in our design is that we have to make things intuitively obvious,” Jobs told the crowd of design mavens. For example, he extolled the desktop metaphor he was creating for the Macintosh. “People know how to

deal with a desktop intuitively. If you walk into an office, there are papers on the desk. The one on the top is the most important. People know how to

switch priority. Part of the reason we model our computers on metaphors like the desktop is that we can leverage this experience people already have.”

Speaking at the same time as Jobs that Wednesday afternoon, but in a smaller seminar room, was Maya Lin, twenty-three, who had been catapulted into fame the previous November when her Vietnam Veterans Memorial was

dedicated in Washington, D.C. They struck up a close friendship, and Jobs invited her to visit Apple. “I came to work with Steve for a week,” Lin

recalled. “I asked him, ‘Why do computers look like clunky TV sets? Why don’t you make something thin? Why not a flat laptop?’”

Jobs replied that this

was indeed his goal,

as soon as the

technology was ready.

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In Aspen he was exposed to the spare and functional design

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In Aspen he was exposed to the spare and functional design philosophy of the Bauhaus movement, which was enshrined by Herbert Bayer in the buildings, living suites, sans serif font typography, and furniture on the Aspen Institute campus. Like his mentors Walter Gropius and Ludwig Mies van der Rohe,

Bayer believed that there should be no distinction between fine art and applied industrial design. The modernist International Style championed by the Bauhaus taught that design should be simple, yet have an expressive

spirit. It emphasized rationality and functionality by employing clean lines and forms. Among the maxims preached by Mies and Gropius were “God is in the details” and “Less is more.” As with Eichler homes, the artistic sensibility was combined with the capability for mass production.

Jobs publicly discussed his embrace of the Bauhaus style in a talk he gave at the 1983 design conference, the theme of which was “The Future Isn’t What It Used to Be.” He predicted the passing of the Sony style in favor of Bauhaus

Every month or so, Manock and Oyama would present a new iteration based on Jobs’s previous criticisms. The latest plaster model would be dramatically

unveiled, and all the previous attempts would be lined up next to it. That not only helped them gauge the design’s evolution, but it prevented

simplicity. “The current wave of industrial design is Sony’s high-tech look, which is gunmetal gray, maybe paint it black, do weird stuff to it,” he said. “It’s easy to do that. But it’s not great.” He proposed an alternative, born of

the Bauhaus, that was more true to the function and nature of the products. “What we’re going to do is make the products high-tech, and we’re going to package them cleanly so that you know they’re high-tech. We will fit them in a small package, and then we can

make them beautiful

and white, just like

Braun does

with its electronics.”

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That incident led Raskin to write a blistering memo to

2018年11月13日

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That incident led Raskin to write a blistering memo to Mike Scott, who once again found himself in the difficult position of being a president trying to

manage a company’s temperamental cofounder and major stockholder. It was titled “Working for/with Steve Jobs,” and in it Raskin asserted:Raskin’s ouster may not have seemed fair, but it ended up being good for the Macintosh. Raskin wanted an appliance with little memory, an anemic processor, a cassette tape, no mouse, and minimal graphics. Unlike Jobs, he might have

been able to keep the price down to close to $1,000, and that may have helped Apple win market share. But he could not have pulled off what Jobs did, which was to create and market a machine that would transform personal computing. In fact we can see where the road not taken led. Raskin was hired

by Canon to build the machine he wanted. “It was the Canon Cat, and it was a total flop,” Atkinson said. “Nobody wanted it. When Steve turned the Mac into a compact version of the Lisa, it made it into a computing platform instead of a consumer electronic device.”1

He is a dreadful manager. . . . I have always liked Steve, but I have found it impossible to work for him. . . . Jobs

regularly misses appointments. This is so well-known as to be almost a running joke. . . . He acts without thinking and

with bad judgment. . . . He does not give credit where due. . . . Very often, when told of a new idea, he will immediately attack it and say that it is worthless or

even stupid, and tell you that it was a waste of time to work on it. This alone is bad management, but if the idea is a good one he will soon be telling people about it as though it was his own.

That afternoon Scott called in Jobs and Raskin for a showdown in front of Markkula. Jobs started crying. He and Raskin agreed on only one thing: Neither

could work for the other one. On the Lisa project, Scott had sided with Couch. This time he decided it was best to let Jobs win. After all, the Mac was a minor

development project housed in a distant building that could keep Jobs occupied away from the main campus. Raskin was told to take a leave of absence. “They

wanted to humor me and give me something to do, which was fine,” Jobs recalled. “It was like going

garage for me.

back to the

team and

I was in control.”

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And he drew his sword on Jia Xu. But the other officers

2018年11月5日

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And he drew his sword on Jia Xu. But the other officers interceded and saved the adviser.

That same night Jia Xu stole out of the camp and, quite alone, took his way home to his native village.

  Soon the rebels decided to offer battle. In reply, Cao Cao sent out Xu Chu, Cao Ren, and Dian Wei with three hundred horse. These three leaders dashed into the rebels army but quickly retired. This maneuver was repeated, and again repeated before the real battle array was formed.

  then Li Xian and Li Bie, nephews of Li Jue, rode out. At once from Cao Cao’s side dashed out Xu Chu and cut down Li Xian. Li Bie was so startled that he fell out of the saddle. He too was slain. The victor Xu Chu rode back to his own side with the two heads.

  [e] Fan Kuai (BC ?-189) a brave general of Liu Bang. He and Liu Bang had been close friends in their native Pei, where he was a butcher and Liu Bang later held a minor office. Enobled as Lord of Zuo. ……

  When Xu Chu offered them to the chief, Cao Cao patted him on the back, crying, “You are really my Fan Kuai*!”

  Next a general move forward was made, Xiahou Dun and Cao Hong leading the two wings and Cao Cao in the center. They advanced to the roll of the drum. The rebels fell back before them and presently fled. They pursued, Cao Cao himself leading, sword in hand. The slaughter went on till night. Ten thousands were killed and many more surrendered.

Li Jue and Guo Si went west,

flying in panic like dogs from a falling house.

Having no place of refuge they took to the hills

and hid among the brushwood.

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In a short time Cao Hong, Li Dian, and Yue Jing came

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In a short time Cao Hong, Li Dian, and Yue Jing came

to the imperial chariot and their names having been duly communicated.

Cao Hong said, “When my brother, Cao Cao, heard of the approach of the rebels, he feared that the advance guard he had sent might be too weak, so he sent me to march quickly for reinforcement.”

  “General Cao Cao is indeed a trusty servant!” said the Emperor.

  Orders were given to advance, Cao Hong leading the escort. By and by scouts came to say that the rebels were coming up very quickly. The Emperor bade Xiahou Dun divide his force into two parts to oppose them. Xiahou Dun and Cao Hong’s armies threw out two wings with cavalry in front and foot behind. They attacked with vigor and beat off the Li Jue and Guo Si’s rebels with severe loss of ten thousand. Then Xiahou Dun and Cao Hong begged the Emperor to return to Luoyang, and Xiahou Dun guarded the city.

  Next day Cao Cao came with his GREat army, and having got them duly camped he went into the city to audience. He knelt at the foot of the steps, but was called up hither to stand beside the Emperor and be thanked.

  Cao Cao replied, “Having been the recipient of GREat bounty, thy servant owes the state much gratitude. The measure of evil of the two rebels is full, I have two hundred thousand of good soldiers to oppose them, and those soldiers are fully equal to securing the safety of Your Majesty and the Throne. The preservation of the state sacrifice is the matter of real moment.”

High honors were conferred on Cao Cao. He was appointed Commander of Capital District, Minister of War, and granted Military Insignia.

the two rebels, Li Jue and Guo Si, wished to attack Cao Cao’s army while fatigued from its long march. But their adviser, Jia Xu, opposed this, saying, “There was no hope of victory.

He has both strong soldiers and brave leaders.

Submission may bring us amnesty.”

Li Jue was angry at the suggestion,

crying, “Do you wish to dishearten the army?”

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Cao Cao understood and at once prepared his army

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Cao Cao understood and at once prepared his army to move. Just at this moment

an imperial messenger was announced with the very command Cao Cao wanted, and Cao Cao immediately set out.

  At Luoyang everything was desolate. the walls had fallen, and there were no means of rebuilding them, while rumors and reports of the coming of Li Jue and Guo Si kept up a state of constant anxiety.

  the frightened Emperor spoke with Yang Feng, saying, “What can be done? There is no answer from the East of Huashang, and our enemies are near.”

  then Yang Feng and Han Xian said, “We, your ministers, will fight to the death for you.”

  But Dong Cheng said, “the fortifications are weak and our military resources small, so that we cannot hope for victory, and what does defeat mean? I see nothing better to propose than a move into the east of Huashang Mountains.”

  the Emperor aGREed to this, and the journey began without further preparation. There being few horses, the officers of the court had to march afoot. Hardly a bowshot outside the gate they saw a thick cloud of dust out of which came all the clash and clamor of an advancing army. The Emperor and his Consort were dumb with fear. Then appeared a horseman; he was the messenger returning from the East of Huashang Mountains.

He rode up to the chariot, made an obeisance, and said, “General Cao Cao, as commanded, is coming with all the military force of the East of Huashang; but hearing that Li Jue and Guo Si had again approached the capital, he has sent Xiahou Dun in advance. With Xiahou Dun are many capable leaders and fifty thousand of proved soldiers. They will guard Your Majesty.”

All fear was swept away. Soon after Xiahou Dun and his staff arrived. Xiahou Dun, Xu Chu,

and Dian Wei were presented to the Emperor who graciously addressed them.

Then one came to say a large army was approaching from the east,

and at the Emperor’s command Xiahou Dun went to ascertain who these were.

He soon returned saying they were Cao Cao’s infantry.

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