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    專欄 - 蘋果2_0

    喬布斯對話Siri

    Philip Elmer-DeWitt 2012年03月30日

    蘋果(Apple)公司內部流傳著一個老笑話,那就是史蒂夫·喬布斯周圍是一片“現實扭曲力場”:你離他太近的話,就會相信他所說的話。蘋果的數百萬用戶中已經有不少成了該公司的“信徒”,而很多蘋果投資者也賺得盆滿缽滿。不過,Elmer-DeWitt認為,在報道蘋果公司時有點懷疑精神不是壞事。聽他的應該沒錯。要知道,他自從1982年就開始報道蘋果、觀察史蒂夫·喬布斯經營該公司。
    Siri聯合創始人達格?齊特勞斯回憶稱,喬布斯不大滿意Siri這個名字。

    齊特勞斯在Technori Pitch活動上。圖片:NetworkWorld

    ????Siri應用獲準在蘋果商店銷售兩周后,達格?齊特勞斯被告知蘋果(Apple)高級副總裁斯科特?福特爾將和他通電話。電話響了:

    ????“達格,我是史蒂夫?喬布斯?!?/p>

    ????據科技博客NetworkWorld的喬尼?海斯勒稱,這之后發生了一系列事情,最終蘋果以2億美元收購了齊特勞斯的公司,并在去年秋季將其聲控個人助理軟件作為新款iPhone 4S的標志性功能推出。

    ????(海斯勒的筆記顯示,)本周二,齊特勞斯在芝加哥的Technori Pitch活動上透露,事情的經過其實是這樣的:

    ????他想讓我第二天去他那兒,我去了,我們在他家的壁爐前待了3小時,就未來進行了一段離奇的交談。

    ????他談到為何蘋果將勝出,我們談到Siri當時的發展情況。他對這個事很感興趣……總體而言他對這一領域非常感興趣,但是他們很有耐心,不會輕舉妄動,除非他們覺得自己能追求某種新東西,而他覺得我們搞定了這一點。這就是吸引他的地方。

    ????有意思的是,雖然喬布斯喜歡這款軟件,但他并不喜歡Siri這個名字。據海斯勒稱:

    ????齊特勞斯回憶說,喬布斯不喜歡Siri這個名字。因此,齊特勞斯一直游說史蒂夫?喬布斯保留Siri這個名字,不停跟他說:“(Siri)這個名字棒極了?!?/p>

    ????喬布斯還是想換個名字,但沒找到更好的,所以最后決定還是用“Siri”。有趣的是,iMac和iPod的命名過程中也有類似的故事——據報這兩個名字喬布斯也都不喜歡,但因為找不到更好的,最后只得勉強同意。

    ????譯者:項航

    ????Three weeks after his Siri app was approved for sale on the App Store, Dag Kittlaus was told to expect a call from Apple senior vice president Scott Forstall. The phone rang:

    ????"Dag, this is Steve Jobs."

    ????That, according to NetworkWorld's Yoni Heisler, was the beginning of the chain of events that led to Apple (AAPL) buying Kittlaus' company for $200 million and making his voice-activated personal assistant software the showcase feature of the new iPhone 4S last fall.

    ????The story, as Kittlaus told it Tuesday at Chicago's Technori Pitch (according to Heisler's notes), goes like this:

    ????He wanted me to come over to his house the next day, and I did, and I spent 3 hours with him in front of his fireplace having this surreal conversation about the future.

    ????And, you know, he talked about why Apple was going to win, and we talked about how Siri was doing. And he was very excited about the fact that... you know, he was very interested in this area in general but, you know, they're patient, they don't jump on anything until they feel they can go after something new and he felt that we cracked it. So that was his attraction.

    ????The kicker is that Jobs liked the software, but not the name. In Heisler's words:

    ????Kittlaus recounted that Jobs wasn't sold on the Siri name. Kittlaus, therefore, kept lobbying Steve Jobs to keep the Siri name, telling him quite consistently that "it's a great name."

    ????Still, Jobs wanted to use something else, but failing to find anything better, decided to stick with "Siri". What's particularly interesting about this is that there are similar stories regarding the naming process behind the iMac and the iPod -- two products with names Jobs reportedly didn't care for either but ultimately acquiesced to after not being able to find better alternatives.

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