先聽一下這個熟悉的聲音


是的,本週科技大事就是.....又有一個大咖要離開蘋果了!

上一次是Angela Ahrendts,這個我們已經寫過一篇相關的文章,關於蘋果轉型為服務型的公司也有一篇文章,在這轉變的過程中, 上周四6/27 蘋果宣佈設計長Jony Ive 也要離職了。

Jony 從1992 年加入蘋果,有看過賈伯斯傳的朋友們應該印象深刻,在賈伯斯第一次離開蘋果的那段日子,Jony 也若有所失,但仍然相信蘋果應該可以有一番作為,所以仍堅守在崗位上,在賈伯斯回歸之後,他們兩個第一次在設計中心碰了面,Jony 給他看了一些設計中心正在設計的東西,他倆一拍即合,在經歷了27年的蘋果歲用,兩人聯手開發過了劃時代的產品像是iMac, iPhone, iPad, 在賈伯斯於2011年過世之後,Jony 也主導了Apple Watch, Airpod 的產品設計等等,回顧過往,幾乎和賈伯斯聯手打造了今天的蘋果,當然最像外星人總部的Apple Park 也是出自他的手筆!

Jeff 印象最深刻的則是他的嗓音和英國腔,就算是一碗蚵仔麵線在他的口中說出來應該也會令人垂涎三尺吧,實在太有魔力啦!

對於這麼樣一個頭臉人物的去職,媒體當然會有很多臆測,是不是跟Tim Cook 不合啦,是不是iPhone 時代已經一去不復返啦,是不是Tim Cook 本身對於營運的關注更勝於對產品與設計的關注啦,這些方面中文媒體有很多相關的報導,數位時代這一篇就很不錯:https://www.bnext.com.tw/article/53857/post-iphone-era?utm_source=line&utm_medium=message&utm_content=20190702


那Jeff今天的關注重點就是來檢視一下

  • 蘋果公司的原稿是怎麼說的?
  • 華爾街日報的報導又是如何解讀?
  • 還有最新來自Tim Cook 的難得一見的回擊又是怎麼說的!

先看看蘋果官網怎麼寫 

 (Apple.com 2019.06.27 )

“Jony is a singular figure in the design world and his role in Apple’s revival cannot be overstated, from 1998’s groundbreaking iMac to the iPhone and the unprecedented ambition of Apple Park, where recently he has been putting so much of his energy and care,” said Tim Cook, Apple’s CEO. “Apple will continue to benefit from Jony’s talents by working directly with him on exclusive projects, and through the ongoing work of the brilliant and passionate design team he has built. After so many years working closely together, I’m happy that our relationship continues to evolve and I look forward to working with Jony long into the future.”

“Jony在設計領域是一個獨一無二的人物,他在Apple的復興中扮演的角色不容小覷,從1998年開創性的iMac到iPhone以及蘋果公園史無前例的雄心壯志,最近他一直在投入大量精力和關注,”蘋果執行長Tim Cook說。 “透過直接與他合作開展開獨家專案,並通過他所建立的聰明而充滿熱情的設計團隊的持續工作,Apple將繼續受益於Jony的才能。經過這麼多年的密切合作,我很高興我們的關係能夠不斷進化,我期待著與Jony長期合作。“


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WSJ 報導 (WSJ.com)

"Yet his departure from the company cements the triumph of operations over design at Apple, a fundamental shift from a business driven by hardware wizardry to one focused on maintaining profit margins and leveraging Apple’s past hardware success to sell software and services."

然而,他離開公司,鞏固了蘋果公司內的營運思維的勝利(勝過設計思維),對於蘋果來說,也代表著精湛的硬體能力所驅動,轉向成為專注於利潤的維持,以及利用蘋果過去硬體成功來銷售軟件和服務的業務。』

cement: 當作名詞就是水泥的意思,當作動詞就是鞏固的意思。


Tim Cook 給WSJ 記者的一封信 (twitter)

"Hope you are well.

The story is absurd. A lot of the reporting, and certainly the conclusions just don’t match with reality. At a base level, it shows a lack of understanding about how the design team works and how Apple works. It distorts relationships, decisions and events, to the point that we just don’t recognize the company it claims to describe.

The design team is phenomenally talented. As Jony has said, they are stronger than ever, and I have complete confidence that they will thrive under Jeff, Evans and Alan’s leadership. We know the truth and we know the incredible things that they are capable of doing. The projects they are working on will blow you away."

『希望你一切順利』 『這個報導很荒謬。很多內容,當然還有結論,根本與事實不符。就最基本的層面來講,這報導顯示出對設計團隊的工作方式以及蘋果如何運作完全缺乏了解。它扭曲了關係,決策和事件,我們幾乎認不出來他聲稱那所描述的公司是蘋果。 蘋果的設計團隊非常有才華。正如Jony所說,他們比以往任何時候都要更強大,我完全相信他們會在傑夫,埃文斯和艾倫的領導下茁壯成長。我們知道事實是什麼,我們知道他們會做出令人難以置信的棒的事情。他們正在進行的設計會棒的讓你大吃一驚。』

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來幾句實用的金句吧!商務日常就可以用得到!

absurd: 這算是蠻文雅的講法。

ridiculous:就是比較直接的講法

除此之外,還有crazy \ silly\ stupid 都是一樣的意思

例句:The proposed go-to-market plan is absurd.

你們所提案的市場行銷計畫根本是笑話一則


match the reality

例句:what you've just said simply does not match the reality.

 你剛剛所說的根本就與事實不符


singular= unique

cannot be overstated.

例句:Peter is a unique figure and his importance to our company cannot be overstated.

彼得是個獨一無二的人物,他對於本公司的重要性不容小覷


blow you away = surprise you

例句:The new website design under development will blow you away.

新的網站設計保證會棒到嚇你一大跳


商用英語小學堂

下列哪一個產品不是Jony Ive 參與設計的產品

1) iPod

2)iPad

3)iPhone

4)iVoting


要說對方所講的根本不是事實,我們可以怎麼說:What you've said does not ___________the reality

1) matching

2) matched

3) match




答案:4. 3.


蘋果官網:https://www.apple.com/newsroom/2019/06/jony-ive-to-form-independent-design-company-with-apple-as-client/

Jony Ive 的經典設計:https://www.businessinsider.com/jony-ives-iconic-product-designs-apple-2019-6#fast-forward-to-2007-and-ive-made-arguably-his-biggest-stamp-on-the-world-of-gadget-design-with-the-launch-of-the-iphone-which-set-the-standard-for-how-smartphones-should-look-and-feel-6