Steve Jobs, similarly, did not embrace the notion that Wozniak’s creations, be it a Blue Box or a computer, wanted to be free. So he convinced Wozniak to stop giving away copies of his schematics. Most people didn’t have time to build it themselves anyway, Jobs argued. “Why don’t we build and sell printed circuit boards to them?” It was an example of their symbiosis. “Every time I’d design something great, Steve would find a way to make money for us,” said Wozniak. Wozniak admitted that he would have never thought of doing that on his own. “It never crossed my mind to sell computers. It was Steve who said, ‘Let’s hold them in the air and sell a few.’”

与盖茨类似，史蒂夫·乔布斯也不希望沃兹尼亚克的发明——不管是蓝盒子还是电脑——是免费的。所以他说服了沃兹，让他不要再免费送出他的设计原理图。反正大多数人也没时间来自己搭一台电脑，这是乔布斯的理由。“我们为什么不做好印刷电路板然后卖给他们呢？”这就是他们合作关系的一个写照。“每次我设计出一样很棒的东西，史蒂夫就会找到办法为我们赚到钱。”沃兹说。他承认，他自己绝不会有赚钱的想法。“我心里从没有想过要卖电脑，”沃兹回忆道，“是史蒂夫说的，我们把这些拿出来给大家看看，卖出去一些。”

Jobs worked out a plan to pay a guy he knew at Atari to draw the circuit boards and then print up fifty or so. That would cost about $1,000, plus the fee to the designer. They could sell them for $40 apiece and perhaps clear a profit of $700. Wozniak was dubious that they could sell them all. “I didn’t see how we would make our money back,” he recalled. He was already in trouble with his landlord for bouncing checks and now had to pay each month in cash.

乔布斯想到了一个计划，付钱给雅达利公司的一个熟人，让他帮忙绘制电路板，然后制作50张左右。这样的花费是1000美元上下，还要加上给设计者的酬劳。他们可以把每块电路板卖40美元，这样的话利润大概是700美元。沃兹不相信他们能把电路板都卖掉。“我甚至看不出怎么收回成本。”他回忆说。因为银行拒付他的支票，他已经惹恼了房东，现在每个月只能用现金付房租。

Jobs knew how to appeal to Wozniak. He didn’t argue that they were sure to make money, but instead that they would have a fun adventure. “Even if we lose our money, we’ll have a company,” said Jobs as they were driving in his Volkswagen bus. “For once in our lives, we’ll have a company.” This was enticing to Wozniak, even more than any prospect of getting rich. He recalled, “I was excited to think about us like that. To be two best friends starting a company. Wow. I knew right then that I’d do it. How could I not?”

乔布斯知道怎样说服沃兹。他没有争辩说他们一定能赚钱，而是说这一定会是一次有趣的经历。“即使我们赔了钱，我们也能拥有一家公司，”乔布斯说，当时他们正开着他的大众汽车转悠，“在我们的一生中，至少有这么一次，我们会拥有一家公司。”这句话对沃兹尼亚克的诱惑太大了，比变成富人的诱惑还要大。沃兹尼亚克回忆道：“想象一下那种情景我就兴奋，两个最要好的朋友创办一家公司！天哪！我立马就同意了，我怎么可能拒绝？”

In order to raise the money they needed, Wozniak sold his HP 65 calculator for $500, though the buyer ended up stiffing him for half of that. For his part, Jobs sold his Volkswagen bus for $1,500. But the person who bought it came to find him two weeks later and said the engine had broken down, and Jobs agreed to pay for half of the repairs. Despite these little setbacks, they now had, with their own small savings thrown in, about $1,300 in working capital, the design for a product, and a plan. They would start their own computer company.

为了筹集所需资金，沃兹尼亚克以500美元的价格卖掉了自己的惠普65计算器，但是最后买家只给了一半的钱。乔布斯则把自己的大众汽车卖了1500美元。当初他父亲就反对他买这辆车，乔布斯也必须承认父亲是对的。事实证明那辆车的确让人头疼。实际上，买下这辆车的人两个星期之后就回来找乔布斯，说引擎坏掉了。乔布斯同意支付维修费用的一半。虽然有这些小挫折，但在把各自微薄的积蓄投入之后，他们现在已经拥有了1300美元的运营资本，还有产品设计以及一个计划。他们就要建立自己的电脑公司了——

注释：

①英国著名作家塞缪尔·约翰逊，他和多位友人定期会在土耳其人咖啡馆聚会。

Apple Is Born

苹果诞生了

Now that they had decided to start a business, they needed a name. Jobs had gone for another visit to the All One Farm, where he had been pruning the Gravenstein apple trees, and Wozniak picked him up at the airport. On the ride down to Los Altos, they bandied around options. They considered some typical tech words, such as Matrix, and some neologisms, such as Executek, and some straightforward boring names, like Personal Computers Inc. The deadline for deciding was the next day, when Jobs wanted to start filing the papers. Finally Jobs proposed Apple Computer. “I was on one of my fruitarian diets,” he explained. “I had just come back from the apple farm. It sounded fun, spirited, and not intimidating. Apple took the edge off the word ‘computer.’ Plus, it would get us ahead of Atari in the phone book.” He told Wozniak that if a better name did not hit them by the next afternoon, they would just stick with Apple. And they did.

既然决定开公司了，就要给公司起个名字。乔布斯之前又去了一次团结农场，在那里给格拉文施泰因苹果树剪了枝，沃兹去机场接他。在回洛斯阿尔托斯的路上，两人讨论了好几个名字。他们考虑过一些典型的技术词汇，比如“矩阵”（Matrix）；或者自己创一个新词，像“Executek”，融合了“执行”与“科技”；又或者干脆用个直白又无趣的名字，比方说“个人电脑股份有限公司”（PersonalComputerInc.）。决定名字的截止日期是第二天，因为乔布斯准备递交申请文件了。最后，乔布斯提议叫“苹果电脑公司”①。“我那段时间正在吃水果餐，”他解释说，“我刚刚从一个苹果农场回来。这名字听上去有意思，有活力，不吓人。‘苹果’削弱了‘电脑’这个词的锐气。还有，这能让我们在电话簿上排在雅达利之前。”他告诉沃兹，如果到第二天下午还想不到更好的名字，那就用“苹果”。他们真的用了。

Apple. It was a smart choice. The word instantly signaled friendliness and simplicity. It managed to be both slightly off-beat and as normal as a slice of pie. There was a whiff of counterculture, back-to-nature earthiness to it, yet nothing could be more American. And the two words together—Apple Computer—provided an amusing disjuncture. “It doesn’t quite make sense,” said Mike Markkula, who soon thereafter became the first chairman of the new company. “So it forces your brain to dwell on it. Apple and computers, that doesn’t go together! So it helped us grow brand awareness.”

“苹果”——这是个明智的选择。这个词立刻释放出友好而简洁的信号。这个名字既有一点儿标新立异，又不会让人觉得古怪。名字里带有一点点反主流文化、返璞归真的气息，又十分美国化。这两个词放在一起——苹果电脑——制造了一种有趣的分裂感。“这个名字有点儿无厘头，”迈克·马库拉（MikeMarkkula）说，他后来成了这家新公司的第一任董事长，“它会让你仔细回味。苹果和电脑，这两者根本扯不上关系啊！如此一来，就增加了我们的品牌知名度。”