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Apple’s design chief took a swipe at copycats as he explained some of the secretive group’s product development processes ahead of the launch of its Watch and latest iPads.
苹果(Apple)首席设计师对模仿者作出了批评。在苹果即将推出Apple Watch和最新款iPad之前，乔纳森•艾夫爵士(Sir Jonathan Ive)介绍了这家善于保密的集团的某些产品开发流程。
In an interview at Vanity Fair magazine’s New Establishment Summit in San Francisco, Sir Jonathan Ive admitted that he sounded “a little bit harsh and perhaps a little bit bitter” in his response to a question about whether imitation by Asian rivals such as Xiaomi was “flattering”.
在《名利场》(Vanity Fair)杂志于旧金山举办的New Establishment峰会上，乔纳森爵士接受了采访。他坦承，在被问到小米(Xiaomi)等亚洲竞争对手的模仿是否“令他感到荣幸”时，他的回答听上去“有点刺耳，或许还有点愤愤不平”。
He said: “I think it’s really straightforward. It really is theft, and it’s lazy, and I don’t think it’s OK at all.”
他说：“我认为，这件事确实很简单。这么做就是偷窃，是偷懒，我根本不认为这样做没问题。”
Apple has fought many legal battles over patent infringement of the iPhone’s technology and designs, including winning an initial $1bn verdict against Samsung in 2012. While it has been some time since Apple initiated any new cases, Sir Jonathan’s sensitivity to copying comes ahead of the release of Watch.
苹果因为iPhone技术和设计专利遭到侵权的问题打过多次官司，其中包括在2012年首次告赢三星(Samsung)并获赔10亿美元。苹果已有一段时间没有再提起新的诉讼，但乔纳森爵士在苹果将推出智能手表之际对抄袭的问题依然十分敏感。
“When we started working on it, it seemed like a very natural, obvious place for technology to end up,” he said.
他说：“当我们开始设计这款产品的时候，它看起来就像是技术的一个自然、显而易见的终点。”
This iPhone accessory, which will cost upwards of $350, was conceived after Steve Jobs’ death, but Sir Jonathan said he was trying to maintain Apple’s founding ethos of making technology more personal and accessible. “I do see that the Watch is a move away from what is traditionally understood as consumer electronics,” Sir Jonathan said.
这款iPhone配件售价将超过350美元，是在史蒂夫•乔布斯(Steve Jobs)过世之后构想出来的。不过乔纳森爵士表示，他试图保持苹果的创立宗旨：让科技变得更加个人化和易于使用。他说：“我确实认为，相对于传统上人们理解的消费电子产品，苹果手表有所不同。”
Apple is courting the fashion and luxury market with the device, including a showcase during Paris Fashion Week held at the chic boutique store Colette.
苹果正在以这款设备博取时尚和奢侈品市场的好感，包括在巴黎时装周(Paris Fashion Week)期间特意在柯莱特时尚店(Colette)陈列该产品。
Sir Jonathan’s appearance came in the same week that Vogue China featured a model wearing Apple Watch, the first fashion magazine to style the watch on its cover.
就在乔纳森爵士现身的同一周，《Vogue China》还登出了一位戴着苹果手表的模特，这是第一家在封面展示这款手表的时尚杂志。
Vogue’s praise for the Watch is a far cry from Sir Jonathan’s first attempt at designing a phone, in the UK in the late 1980s. He won a Royal College of Arts competition with a contraption that reimagined the telephone, rearranging the speaker, mouthpiece and handle.
《Vogue》对苹果手表的赞许与乔纳森首次尝试设计一部电话之时已不可同日而语，那是上世纪80年代末他在英国的时候。他以一款重新设计的电话赢得了英国皇家艺术学院(Royal College of Art)的一次竞赛。这款电话的扬声器、话筒和手柄都经过重新设计。
Shown a photo of the clunky device on stage by Vanity Fair editor Graydon Carter, Sir Jonathan blushed. “Obviously it wasn’t a good idea,” he said.
《名利场》杂志主编格莱登•卡特(Graydon Carter)在台上展示了这款笨重电话机的照片，乔纳森爵士有点难为情，他说：“显然，这不是个好的创意。”
But the bursary he received from winning helped him, in 1989, to make his first trip to Silicon Valley. “I was just blown away by the optimism and enthusiasm that provided such a fantastic environment to try and develop new ideas,” Sir Jonathan told Mr Carter.
不过，在比赛中拿到奖金后，他在1989年首次造访了硅谷。他告诉卡特：“那里的乐观和热情为尝试和研究新创意营造了绝妙的环境，我被深深打动了。”
“It’s very difficult to develop new ideas in the context of cynicism and sarcasm. It makes for good comedy but it’s a horrible way of trying to develop products.”
“在愤世嫉俗和冷嘲热讽的氛围中，人们很难提出新的创意。这种氛围容易催生出好的喜剧，然而对于产品开发来说是十分糟糕的。”
Describing Apple’s product development processes, Sir Jonathan said his team of 16 designers gathered three or four times a week around its studio’s table, which resembles those that display products in its retail stores.
在讲述苹果的产品开发流程时，乔纳森爵士表示他的团队由16名设计师组成，每周会围着工作室的桌子开三四次会，这种桌子与苹果门店中展示产品的桌子相似。
“We draw, we still draw,” he said. The team also creates plastic or metal models of its concepts. “When there is an object to touch, everything shifts.”
他说：“我们会画出设计图样，我们仍然会采用绘画方式。”除此以外，该团队还会根据其设计理念，制作出塑料或金属的模型。“一旦有了可触摸的实物，就一切都不同了。”
