Libor Kubín Nhasi chidimbu kubva mubhuku The Steve Jobs Journey naJay Elliot ndiyo yekupedzisira. Tichadzidza nezve rwendo kubva kuMotorola ROKR kugadzira yako iPhone, kubata neAT&T, uye nei dzimwe nguva zvichidikanwa kudzokera pakutanga uye kuchinja nzira.
13. KUBATSIRA tsanangudzo ye "SENSION": "Ndizvo zvinoda Apple"
Hapana chinhu chinofadza munyika yebhizinesi sekugadzira chigadzirwa icho mamiriyoni evanhu anoda pakarepo kuva nacho, uye vazhinji veavo vasina vane godo kune avo vane rombo rakanaka - muridzi wacho.
Iko hakuna zvakare chinhu chinonakidza kupfuura kuve munhu anogona kufungidzira chigadzirwa chakadaro.
Wedzera chimwe chinhu zvakare: kusikwa kweakatevedzana ezvigadzirwa izvi zvinokatyamadza kwete seakaparadzana uye akazvimiririra kuedza, asi sechikamu chepfungwa yakakosha yepamusoro-soro.
Kutsvaga nyaya yakakosha
Steve's 2001 Macworld keynote yakaunza zviuru kuMoscone Center muSan Francisco uye yakabata vasingaverengeki satellite TV vateereri kubva pasirese. Chakanga chiri chishamiso chose kwandiri. Akaisa chiratidzo chaive nekutarisa kwekusimudzira kweApple mumakore mashanu kana anopfuura aitevera, uye ini ndaigona kuona kwazvaizotungamira-kunzvimbo yenhau yaunogona kubata muruoko rwako. Vanhu vakawanda vakaona zano iri semaonero akakwana ekwaizonanga nyika. Zvandakanzwa, zvisinei, kwaiva kuwedzera kwechiratidzo chimwechete chaakanga andisuma kumakore makumi maviri akanga apfuura mushure mekushanyira Xerox PARC.
Panguva yekutaura kwake muna 2001, indasitiri yekombuta yakanga ichidonha. Pessimists vakaridza mhere kuti indasitiri yave kusvika kumawere. Chinetso cheindasitiri, chakagovaniswa nevezvenhau, ndechekuti makomputa ega achange asingachashandi, nepo michina yakaita seMP3 player, makamera edhijitari, PDAs uye maDVD player aizokurumidza kupera kubva mumasherufu. Kunyange zvazvo maboss aSteve kuDell neGateway vakatenga mumutsara wekufunga uku, haana kudaro.
Akatanga kutaura kwake nekupa nhoroondo pfupi yehunyanzvi. Akadaidza ma1980, zera regoridhe remakomputa ega, zera rekubudirira, ma1990 zera reInternet. Makore gumi ekutanga ezana remakore rechimakumi maviri nerimwe richava zera re "digital lifestyle", nguva iyo rhythm ichagadziriswa nekuputika kwezvigadzirwa zvemagetsi: makamera, maDVD player ... uye mafoni. Akavadaidza kuti "Digital Hub". Uye pakati payo, hongu, ndiyo Macintosh-kutonga, kushamwaridzana, uye kuwedzera kukosha kune mamwe maturusi. (Unogona kuona ichi chikamu chekutaura kwaSteve paYouTube nekutsvaga "Steve Jobs anosuma Digital Hub zano".)
Steve akaziva kuti komputa yega yega yaive yakangwara zvekukwanisa kubata mashandiro akaomarara. Yayo hombe yekutarisa inopa vashandisi maonero akafara, uye yakachipa data chengetedzo inoenda zvakanyanya kupfuura izvo chero ipi yezvishandiso izvi inogona kupa yega. Ipapo Steve akatsanangura hurongwa hwaApple.
Chero ani zvake wevaimukwikwidza angadai akavatevedzera. Hapana akaita, izvo zvakapa Apple kutanga kwemakore: iyo Mac seDhijitari Hub - musimboti wesero, komputa ine simba inokwanisa kubatanidza huwandu hwemidziyo kubva kuTV kuenda kumafoni kuitira kuti ive chikamu chakakosha chemazuva ese. upenyu.
Steve anga asiri iye ega akashandisa izwi rekuti "digital lifestyle". Panguva imwecheteyo, Bill Gates aitaura nezve mararamiro edhijitari, asi pasina chinoratidza kuti aive neruzivo rwekwazvaienda kana zvekuita nazvo. Kwaiva kutenda kwaSteve kuti kana tikakwanisa kufungidzira chimwe chinhu, tinogona kuita kuti chiitike. Akabatanidza makore mashoma anotevera eApple nechiratidzo ichi.
Iva nemabasa maviri
Zvinoita here kuve kaputeni weimwe timu uye mutambi mune imwe panguva imwe chete? Muna 2006, iyo Walt Disney Co. akatenga Pixar. Steve Jobs akabatana neDisney's board of directors uye akagamuchira hafu yemadhora 7,6 bhiriyoni mutengo wekutenga, yakawanda yacho iri muchimiro cheDisney stock. Zvakakwana kumuita mugova mukuru wekambani.
Steve azviratidzazve semutungamiri achiratidza zvinogoneka. Vazhinji vaifunga kuti angave chipoko chisingaonekwe paDisney nekuda kwekuzvipira kwake kuApple. Asi zvakanga zvisina kudaro. Sezvaaienda kumberi nekuvandudzwa kwezvinhu zvisati zvaratidzwa zveramangwana, akafara sezvipo zvekuvhura mwana paKisimusi paaigadzira mapurojekiti matsva eDisney-Apple. "Takataura nezvezvinhu zvakawanda," akaudza pro Business Week pasina nguva kutengeserana kwaziviswa. "Tichitarisa mberi kwemakore mashanu anotevera, tinoona nyika inofadza zvikuru mberi."
Shanduko yekutungamira: inodhura asi dzimwe nguva inodiwa
Steve paakanga achifunga matombo aienda kuDigital Hub, akatanga kuona kuti vanhu kwese kwese vaingotamba-tamba nemacomputer avo emumaoko nguva dzese. Vamwe vaive vakaremerwa neserura muhomwe kana bhegi, PDA mune imwe, uye pamwe iPod. Uye inenge yega yega yemidziyo iyi yakahwina muchikamu che "yakashata". Kunze kwezvo, waitofanira kusaina kirasi yemanheru kukoreji yako yeko kuti udzidze mashandisiro. Vashoma vakagona kupfuura mabasa akakosha, anodiwa.
Anogona kunge asina kuziva kuti Digital Hub yaizotsigira sei foni kana mararamiro edu edhijitari nekugona kweMac, asi aiziva kuti kuonana nemunhu kwakakosha. Chigadzirwa chakadaro chaive pamberi pake, kwese kwaakatarisa, uye icho chigadzirwa chakachemera hunyanzvi. Musika wacho waive wakakura uye Steve akaona kuti mukana waive wepasi rose uye usina muganhu. Chinhu chimwe chete chinodiwa naSteve Jobs anoda ndiko kutora chikamu chechigadzirwa uye kuuya nechimwe chinhu chitsva chinoputira makwikwi. Uye ndizvo chaizvo zvatakaona achiita manje.
Kunyangwe zvirinani, chaive chikamu chechigadzirwa chaibva kune innovation. Ichokwadi kuti nharembozha dzakauya kure kure kubva kune yekutanga mhando. Elvis Presley aive neimwe yekutanga yakatsvedza mubhegi rake. Airema zvekuti mumwe mushandi haana chaakaita kunze kwekungofamba mumashure make akatakura bhegi. Kana nharembozha dzadzikira kusvika pakukura sebhutsu yemurume, izvi zvaionekwa semubatsiri mukuru, asi zvaitoda maoko maviri kuti abate panzeve. Pavakangokura zvekukwana muhomwe kana chikwama, vakatanga kutengesa sevanopenga.
Vagadziri vakaita basa rakakura rekushandisa zvine simba memory machipi, ari nani antenna uye zvichingodaro, asi vatadza kuuya nemushandisi. Mabhatani akawandisa, dzimwe nguva asina chinyorwa chinotsanangura paari. Uye vaive vakapusa, asi Steve aifarira kupusa nekuti zvakamupa mukana wekuita chimwe chinhu chiri nani. Kana munhu wese achivenga imwe mhando yechigadzirwa, zvinoreva mukana kune wese Steve.
Kukunda zvisarudzo zvakaipa
Sarudzo yekugadzira nharembozha inogona kunge yaive nyore, asi kuzadzikiswa kweprojekiti kwaive kusiri nyore. Palm yakatotora danho rekutanga kuwana tsoka mumusika neyakaomesesa Treo 600, ichibatanidza BlackBerry nenharembozha. Vatambi vekutanga vakaatora pakarepo.
Steve akada kuderedza nguva yekutengesa, asi akarova snag pakuedza kwekutanga. Sarudzo yake yakaita seine musoro zvakakwana, asi yakatyora mutemo wake, wandakataura nezvawo sedzidziso yemaitiro akazara kune chigadzirwa. Panzvimbo pekuchengetedza kutonga pamusoro pezvinhu zvose zvepurojekiti, akagadzirisa mitemo yakagadzwa mumunda wemafoni. Apple yakaramba ichipa mimhanzi yekurodha software kubva kuzvitoro zveTunes, nepo Motorola yakavaka Hardware nekushandisa iyo yekushandisa system software.
Zvakabuda mumusanganiswa uyu waive musanganiswa wenharembozha-mimhanzi ine zita rekusanzi ROKR. Steve akadzora kusafarira kwake paakazvisuma muna 2005 se "iPod shuffle in a phone". Akange atoziva kuti ROKR chaive chidimbu, uye apo mudziyo wakaratidza, kunyangwe vateveri vaSteve vakashinga havana kuzviona sechinhu chinopfuura chitunha. Magazini Wired vakaseka nerurimi-mu-dama rekuti: "Magadzirirwo anoshevedzera, 'Ndakaitwa nekomiti.'" Nyaya yacho yakanyorwa pabutiro nemashoko:KUTI UNOTI FONI YERAmangwana?'
Zvakatoipa, iyo ROKR yanga isina kunaka - piritsi rinovava rekumedza murume aiitira hanya zvakanyanya nezve dhizaini yakanaka.
Asi Steve aive nekadhi repamusoro. Aona kuti ROKR yaizokundikana, mwedzi isati yatangwa, akaunganidza vatatu vake vevatungamiriri vechikwata, Ruby, Jonathan, naAvia, uye akavaudza kuti vaive nebasa idzva: Ndivakire nharembozha nyowani-kubva pakutanga.
Zvichakadaro, akatanga kushanda pane imwe hafu yakakosha yeequation, kutsvaga mupi wenharembozha wekubatana naye.
Kutungamira, nyora zvakare mitemo
Iwe unowana sei makambani kuti akurege iwe unyore zvakare mitemo yeindasitiri yavo kana iyo mitemo yakaiswa mugranite?
Kubva pakatanga indasitiri yenharembozha, vashandi vaive nepamusoro. Nemhomho yevanhu vaitenga nharembozha uye vachidira mari hombe uye inoramba ichiwedzera mukutakura mwedzi wega wega, vatakuri vakaiswa munzvimbo yavaifanira kusarudza mitemo yemutambo. Kutenga nhare kubva kuvagadziri uye kudzitengesa nemutengo wakaderera kune vatengi yaive nzira yekuchengetedza mutengi, kazhinji nekondirakiti yemakore maviri. Vanopa masevhisi enhare vakaita seNexel, Sprint, uye Cingular vakaita mari yakawanda kubva pamaminetsi eairtime zvekuti vaikwanisa kubhadhara mutengo wemafoni, izvo zvaireva kuti vaive pachigaro chemutyairi uye vaigona kutaurira vanogadzira zvinhu izvo mafoni anofanirwa kupa uye. kuti vanofanira kushanda sei.
Ipapo mupengo Steve Jobs akabva auya ndokutanga kukurukura nevakuru vemakambani akasiyana siyana enharembozha. Dzimwe nguva kubata naSteve kunoda moyo murefu sezvaanokuudza zvaanofunga kuti hazvina kunaka nekambani yako kana indasitiri.
Akatenderera nemakambani, achitaura nevanhu vakuru zvikuru pamusoro pekuti vanotengesa zvinhu uye havana ruzivo rwekuti vanhu vanobatana sei nemimhanzi yavo, makombiyuta uye varaidzo. Asi Apple yakasiyana. Apple inonzwisisa. Uye ipapo akazivisa kuti Apple yaizopinda mumusika wavo, asi nemirairo mitsva - p nemitemo yaSteve. Vakuru vakuru vakawanda vakanga vasina basa nazvo. Havazoregi chero munhu azunungusa ngoro yavo, kunyangwe Steve Jobs. Mumwe nemumwe vakamukumbira zvine ruremekedzo kuti ambofamba-famba.
Mumwaka weKisimusi wa2004 - mwedzi isati yatangwa ROKR - Steve aive asati awana mupi wenharembozha aida kuita chibvumirano naye maererano nezvaaida. Mwedzi miviri gare gare, muna Kukadzi, Steve akabhururuka kuenda kuNew York ndokusangana mune imwe hotera yeManhattan nevatungamiriri veparunhare rweCingular (yakazotengwa neAT&T). Akabata navo maererano nemitemo yehondo yemasimba yaJobho. Akavaudza kuti nhare yeApple yaizove makore akareruka pamberi peimwe nharembozha. Kana akasawana kondirakiti yaari kukumbira, Apple ichapinda muhondo yemakwikwi navo. Pasi pechibvumirano, ichatenga airtime yakawanda uye inopa masevhisi ekutakura zvakananga kune vatengi - sezvinoita makambani madiki akati wandei. (Cherechedza kuti haamboendi kumharidzo kana kumusangano nePowerPoint mharidzo kana murwi wemapepa etsanangudzo akakora kana zvinyorwa zvekare. Ane chokwadi chese mumusoro make, uye sezvakangoita kuMacworld, ari kuwedzera kunyengetedza nekuti anochengeta munhu wese zvizere. akanangana nezvaari kutaura.)
Kana ari Cingular, akaita chibvumirano navo icho chakatendera Steve semugadziri wenhare kuti ataure zviri muchibvumirano. Cilgular yaiita senge "yarasikirwa nechitoro chayo" kunze kwekunge Apple yatengesa nhamba huru dzemafoni uye yakaunza akawanda evatengi vatsva vaizounza Cingular matani emhepo maminetsi pamwedzi. Yakanga iri njuga huru chaiyo. Zvisinei, chivimbo chaSteve uye kunyengetedza zvakaunza kubudirira zvakare.
Pfungwa yekugadzira timu yakaparadzana uye kuichengeta yakaparadzana kubva kune zvinovhiringidza uye kuvhiringidzwa kweimwe kambani yakashanda zvakanyanya kuMacintosh zvekuti Steve akashandisa nzira iyi kune zvese zvakazoitika zvigadzirwa zvikuru. Paaigadzira iyo iPhone, Steve ainetsekana zvakanyanya nezve chengetedzo yeruzivo, achive nechokwadi chekuti hapana chikamu chekugadzira kana tekinoroji yakadzidzwa pachine nguva nevakwikwidzi. Naizvozvo, akatora pfungwa yekuzviparadzanisa nevamwe kusvika pakunyanyisa. Zvikwata zvese zvinoshanda pa iPhone zvakaparadzaniswa kubva kune vamwe.
Zvinoita sezvisina musoro, zvinoita sezvisingaite, asi ndizvo zvaakaita. Vanhu vaisevha ma antennas vakashaya kuti foni yaizove nemabhatani api. Vanhu vanoshanda pazvinhu zvichashandiswa pachiratidziro uye chivharo chekudzivirira havana kuwana chero ruzivo rwesoftware, mushandisi interface, zvidhori pamonitor uye zvichingodaro. Uye zvakadini nebhodhi rose? Iwe waingoziva zvawaida kuziva kuchengetedza chikamu chawakapihwa.
PaKisimusi 2005, timu ye iPhone yakatarisana nedambudziko guru remabasa avo. Chigadzirwa chacho chakanga chisati chapera, asi Steve akanga atoseta zuva rekutangwa kwechigadzirwa. Yakanga iri mumwedzi mina. Munhu wose akanga aneta, vanhu vakanga vari pasi pedzvinyiriro isingatsungiririki, pakaita kuputika kwehasha uye kuputika kukuru mumakoridho. Vashandi vaizodonha nestress, voenda kumba vobata hope, vodzoka mushure memazuva mashoma votora pavakasiira.
Nguva yakasara kusvika kuvhurwa kwechigadzirwa kwave kupera, saka Steve akadana demo remuenzaniso.
Hazvina kufamba zvakanaka. Iyo prototype haina kushanda. Mafoni aidonha, mabhatiri aisachaja nemazvo, maapplication aiita kupenga zvekuti aingoita kunge apera. Kuita kwaSteve kwaive kwakapfava uye kudzikama. Zvakashamisa chikwata, vakanga vajaira kuti aregedze chipfuro. Vaiziva kuti vakanga vamuodza mwoyo, vakundikana kuita zvaaitarisira. Vakanzwa vakakodzera kuputika kusina kuitika uye vakazviona sechimwe chinhu chakatoipisisa. Vaiziva zvavaifanira kuita.
Kwangopera mavhiki mashoma gare gare, neMacworld ichangosvika pakona, kuvhurwa kwakarongwa kweiyo iPhone kwasara mavhiki mashoma, uye runyerekupe rwechigadzirwa chitsva chakavanzika chinotenderera kublogiki uye webhu, Steve akabhururuka kuenda kuLas Vegas kunoratidza prototype kuAT&T. Wireless, mudiwa mutsva weApple iPhone, mushure mekunge hofori yefoni yatengwa neCingular.
Nenzira inoshamisa, akakwanisa kuratidza boka reAT&T iPhone yemazuva ano uye inoshanda zvakanaka ine girazi rinopenya rinoratidza uye matani ezvirongwa zvinoshamisa. Yakanga inopfuura foni neimwe nzira, ndizvo chaizvo zvayakavimbisa: yakaenzana nekombuta muchanza cheruoko rwemunhu. Sezvakataurwa neAAT & T mukuru Ralph de la Vega panguva iyoyo, Steve akazoti, "Ndiyo yakanakisisa yandati ndamboona."
Chibvumirano icho Steve akabatanidza neAT&T chakati chakashamisa vatungamiriri vekambani. Akaita kuti vashandise mamirioni akati wandei kugadzira iyo "Visual Voicemail" chimiro. Akada kuti vagadzirise zvachose maitiro anogumbura uye akaomarara aifanira kuitwa nemutengi kuti agamuchire sevhisi nefoni nyowani, voitsiva nekukurumidza. Mafambiro emari aitova asina chokwadi. AT&T yakagamuchira anopfuura mazana maviri emadhora pese apo mutengi mutsva akasaina kontrakiti yemakore maviri yeiPhone, pamwe nemadhora gumi pamwedzi kumabhegi eApple kune wese iPhone mutengi.
Yave iri tsika yakajairika muindasitiri yenharembozha kuti nharembozha yega yega itakure kwete zita remugadziri chete asiwo zita remupi webasa. Steve haana kuzvibvuma pano, sezvakaita Canon uye LaserWriter makore apfuura. Iyo AT&T logo yakabviswa pa iPhone dhizaini. Iyo kambani, zana remapaunzi gorilla mubhizinesi rewireless, yakave nenguva yakaoma kuti igamuchire izvi, asi seCanon, yakabvumirana.
Yakanga isiri isina kuenzana sezvazvaiita paunorangarira kuti Steve aida kupa AT&T kiyi pamusika we iPhone, iyo yakasarudzika kodzero yekutengesa mafoni eApple kwemakore mashanu, kusvika 2010.
Misoro ingangove ichiri kutenderera kana iyo iPhone ikava flop. Mutengo weAT&T ungave wakakura, wakakura zvakakwana zvekuda imwe yekugadzira kutsanangura kune vanoisa mari.
Ne iPhone, Steve akavhura musuwo kune vatengesi vekunze kupfuura zvayakanga yambovhurwa paApple. Yakanga iri nzira yekuwana tekinoroji nyowani muApple zvigadzirwa nekukurumidza. Iyo kambani yakazvipira kugadzira iyo iPhone yakabvuma kuti yakanga yabvuma mutengo wakaderera weApple pane mutengo wayo nekuti yaitarisira kuti huwandu hwayo hwekugovera huwedzere, izvo zvaizodzikisa mutengo wayo payuniti uye kuita purofiti yakanaka. Iyo kambani yaive zvakare yakada kubheja pakubudirira kweprojekiti yaSteve Jobs. Ndine chokwadi chekuti iPhone yekutengesa vhoriyamu yakakwira zvakanyanya kupfuura zvavaitarisira kana kutarisira.
Mukutanga kwaNdira 2007, makore matanhatu mushure mekutangwa kweiPod, vateereri paSan Francisco's Moscone Center vakanzwa kuita kwaJames Taylor kwesimba repamusoro re "I Feel Good." Steve akabva apinda mudariro achipembera nekuombera. Akati: “Nhasi tiri kunyora nhoroondo.
Ndiyo yaive sumo yake yekusuma iPhone kunyika.
Kushanda naSteve akajairwa kutarisisa kunyangwe zvidiki zvidiki, Ruby naAvie nezvikwata zvavo vakagadzira izvo zvine nharo zvakanyanya uye zvakatsvakwa chigadzirwa munhoroondo. Mumwedzi yayo mitatu yekutanga pamusika, iyo iPhone yakatengesa angangoita mamirioni 1,5. Hazvina mhosva kuti vanhu vazhinji vakanyunyuta nekudonha mafoni uye hapana chiratidzo. Zvekare, iyi yaive mhosva yeAT&T's patchy network coverage.
Pakazosvika pakati pegore, Apple yakanga yatengesa inoshamisa 50 miriyoni iPhones.
Maminiti Steve akabuda pachikuva paMacworld, akaziva kuti chiziviso chake chikuru chaitevera chaizova chii. Akafara kufungidzira chiono chechinhu chikuru chinotevera cheApple, chimwe chinhu chisingatarisirwi zvachose. Ichava piritsi PC. Pfungwa yekugadzira piritsi payakatanga kuna Steve, akabva aisvetukira pairi ndokuziva kuti aizoigadzira.
Hechino chishamiso: Iyo iPad yakaumbwa pamberi peiyo iPhone uye yanga iri mukusimudzira kwemakore akati wandei, asi tekinoroji yanga isati yagadzirira. Hapana mabhatiri aivepo kuti aise mudziyo muhombe kudaro nguva nenguva kwemaawa akati wandei. Kuita kwanga kusingakwane kubhurawuza paInternet kana kutamba mafirimu.
Mumwe musonganiri wepedyo uye anoyemura akavimbika anoti: “Pane chinhu chimwe chete chakanaka pamusoro paApple naSteve - kushivirira. Haazoparura chigadzirwa kusvika tekinoroji yagadzirira. Mwoyo murefu ndihwo humwe unhu hwake hunoyemurika zvechokwadi.”
Asi nguva yacho payakasvika, zvakava pachena kumunhu wose aibatanidzwa kuti mudziyo wacho waizova wakasiyana nemamwe makombiyuta e<em>tablet. Ichava nemhando dzose dze iPhone, asi zvishoma. Apple, semazuva ese, yakagadzira chikamu chitsva: iyo handheld media center ine app store.
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Steve, tinokusuwa !!!