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Early on, Mike Markkula had taught Jobs to "impute" -- to understand that people do judge a book by its cover
早些时候，迈克·马克库拉就教过乔布斯“灌输”这一招。要知道，人们会根据封面来评判一本书的好坏，
and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside.
同理，苹果产品漂亮的外部装饰和包装也能说明里面是个好产品。
Whether it's an iPod Mini or a MacBook Pro,
无论是迷你iPod还是MacBook Pro，
Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion.
苹果用户都很享受这种感觉：打开精致的盒子，产品总是以迷人的方式躺在里面。
"Steve and I spend a lot of time on the packaging," said Ive.
“史蒂夫和我在包装上花了很多时间，”艾弗说，
"I love the process of unpacking something. You design a ritual of unpacking to make the product feel special.
“我很享受打开包装的过程。一旦拆包被设计成一种仪式般的程序，产品也就变得特殊起来。
Packaging can be theater, it can create a story."
包装就像一座剧场，它能够制造故事。”
Ive, who has the sensitive temperament of an artist,
艾弗也有着艺术家的敏感，
at times got upset with Jobs for taking too much credit, a habit that has bothered other colleagues over the years.
有时也会因为乔布斯抢了他太多风头而懊恼。多年来，乔布斯的这个习惯也让其他同事感到很不舒服。
His personal feelings for Jobs were so intense that at times he got easily bruised.
艾弗对乔布斯的个人情感有时过于强烈，所以很容易受伤。
"He will go through a process of looking at my ideas and say, 'That's no good. That's not very good. I like that one,'" Ive said.
“他在得知我的一些想法之后说，‘不好，这个想法不怎么妤，我更喜欢另一个。’”艾弗说，
"And later I will be sitting in the audience and he will be talking about it as if it was his idea.
“然后我坐在听众席上听他阐述刚才的想法，说得就像他自己想出来的一样。
I pay maniacal attention to where an idea comes from, and I even keep notebooks filled with my ideas.
我格外注重一个点子的出处，甚至会用笔记本记下它们。
So it hurts when he takes credit for one of my designs."
所以，当他把设计的功劳归于自己的时候，我觉得很受伤害。”
Ive also has bristled when outsiders portrayed Jobs as the only ideas guy at Apple.
“这让公司显得很脆弱。”艾弗诚恳地说，不过语气变得缓和多了。随后，他话锋
"That makes us vulnerable as a company," Ive said earnestly, his voice soft.
当外面的人把乔布斯奉为苹果公司的创意之源时，艾弗也会很生气。
But then he paused to recognize the role Jobs in fact played.
但随后，他话锋一转，肯定了乔布斯在公司里的真正角色。
"In so many other companies, ideas and great design get lost in the process," he said.
“在其他很多公司里，创意和杰出的设计常常会淹没在流程中，”他说，
"The ideas that come from me and my team would have been completely irrelevant, nowhere,
“我和我的团队想出来的点子肯定早就灰飞烟灭了，
if Steve hadn't been here to push us, work with us, and drive through all the resistance to turn our ideas into products."
如果不是史蒂夫在这里催促着我们，和我们一起工作，并且排除万难把我们的想法变成产品。”
