Thinking Differently(1) | 创意思维的苹果计算机

by Marcus Maurice

Apple Inc. has changed the face of computing and electronics again

and again.

苹果计算机一次次地赋予计算机及电子产品新的面貌。

There has been an uproar recently over the release of Apple's latest product, the iPhone 4. Usually, when Steve Jobs does a rollout, he is a master showman, and all of the people that love Apple products are awed by his presentation of the new items. This time, however, there was a chink in the armor, and it's been called Antennagate. Soon after iPhone 4's release, customers realized that if they placed their fingers over a certain part of the phone, the calls would be dropped. Almost immediately, people were calling this the death grip, and it grew into a public relations nightmare for a company that has recently had a very solid track record with its products. In the end, claiming this was a non-issue, Jobs said that the percentage of calls dropped was lower compared to other iPhone models. He also explained that if people wanted a refund, Apple would do it with no questions asked, and he went on to offer a free case to those that wanted to keep their fourth-generation iPhones.

With technology rapidly changing, there can be many unforeseen obstacles on the path to success. As shown above, Apple knows how to tread in these murky waters and come away basically unharmed. As a matter of fact, Apple is thought of so highly that it has been named the most admired company in the world since 2008. Like every major company, however, Apple has had its share of ups and downs over the years.

苹果公司最近推出最新产品 iPhone 4 时引起一阵骚动。通常，史帝夫‧贾柏斯进行苹果的产品上市说明会时，展示手法都非常高竿，而他对新品的解说每每令苹果粉丝们惊叹不已。不过这一次他踢到了铁板，这次事件就叫『天线门』。iPhone 4 上市没多久，消费者发现如果把手指握在电话上的某个位置，通话就会中断。几乎在同一时间，人们把这个动作称为『死亡之握』，让一向对产品挂保证的公司面临一场公关危机。最后，宣称这不是什么大事的贾柏斯表示，和其他 iPhone 型号相比，第四代手机通话中断的比率仍然偏低。他也解释如果顾客想要退货的话，苹果无条件同意，并且还愿意提供免费保护套给那些继续使用第四代手机的顾客。

　　科技日新月异，通往成功的道路上很可能会遭遇许多无可预期的障碍。如上例所示，苹果公司懂得如何度过这些凶险，而且基本上都还能全身而退。事实上，苹果获得的评价极高，从 2008 年起就被誉为全世界最受推崇的公司。但如同其他大企业一样，苹果公司也曾经历过事业的风风雨雨。