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专栏 - 苹果2_0

苹果不为人知的6大秘闻

Philip Elmer-DeWitt 2011年05月10日

苹果(Apple)公司内部流传着一个老笑话,那就是史蒂夫·乔布斯周围是一片“现实扭曲力场”:你离他太近的话,就会相信他所说的话。苹果的数百万用户中已经有不少成了该公司的“信徒”,而很多苹果投资者也赚得盆满钵满。不过,Elmer-DeWitt认为,在报道苹果公司时有点怀疑精神不是坏事。听他的应该没错。要知道,他自从1982年就开始报道苹果、观察史蒂夫·乔布斯经营该公司。
新一期《财富》杂志上亚当•拉辛斯基的“内幕”故事充满了生动的内情揭示

    2008年夏天,iPhone 3G和MobileMe同时发布,这多多少少带有些不祥之兆的意味——Gizmodo的一位读者称这一发布为“iPo之灾”(iPocalypse)。这之后,史蒂夫•乔布斯在苹果公司位于库比蒂诺的总部的集会会堂中召集了MobileMe的团队,对他们来了一场脏话连篇的厉声训斥。他告诉这支团队:“你们已经玷污了苹果的声誉。你们应该因为让彼此失望而相互憎恨。”随后,他当场任命了一位新的管理者执掌这个团队。

    这就是亚当•拉辛斯基在新一期《财富》(Fortune)上发表的专题特写“苹果内幕”中最重磅的轶闻。订阅iPad版《财富》的读者可以读到这则特写。2008年,拉辛斯基写出了苹果公司首席运营官蒂姆•库克的真实面貌。而这则轶闻我此前从未听说过。它是拉辛斯基费尽心机得来的生动细节之一。他通过几个月的实地探访报道,设法从这家高度保密的公司那里弄到了这些秘闻。其他揭秘如下:

    • “看门人和副总裁的区别”训导词——据说是乔布斯对每位升任公司副总裁级别的管理人员必讲的管理心得。

    • 苹果公司对待“盈&亏账目”(其他公司的部门经理对本部门盈利和亏损负责所依据的财务报告)绝对颠覆常规的激进手法。

    • 乔布斯的“首要100”非现场会议对被邀请参会和无缘参会的员工所产生的效果。

    • 一张精心编制的组织结构图——以乔布斯为中心——包括了数位副总裁,他们的名字永远也没法从苹果公司的公关部门获得。

    • 给乔布斯在第二次病退前雇佣的“一帮书呆子”分派的关键任务。

    如果您订阅了《财富》杂志,就可以在iPad上免费阅读5月23日出版的“财富美国500强”这一期上拉辛斯基故事的其余部分。您可在此处的iTunes获取《财富》iPad应用程序。如果您不是印刷版的订阅者,请点击此处。您可在线完成整个订阅过程。

    译者:清远

    After the simultaneous, and more-or-less disastrous, launch of the iPhone 3G and MobileMe in the summer of 2008 -- the launch one Gizmodo reader dubbed "iPocalypse" -- Steve Jobs summoned the MobileMe team to the Town Hall auditorium on Apple's (AAPL) Cupertino campus for an obscenity-laden dressing down. "You've tarnished Apple's reputation," he told them. "You should hate each other for having let each other down." Then he named a new executive on the spot to run the team.

    That's the lead anecdote of "Inside Apple," Adam Lashinsky's feature story in the new issue of Fortune -- available to subscribers on the iPad. It's an anecdote I'd never heard before, one of dozens of juicy details that Lashinsky -- who wrote the definitive profile of Apple COO Tim Cook in 2008 -- managed to extract from the secretive company through several months of old-fashioned shoe-leather reporting. Among the other revelations:

    • The sermon on the "Difference Between the Janitor and the Vice President" -- a kind of managerial parable Jobs reportedly tells every exec who reaches the VP level

    • Apple's radical approach to "P&L" (the financial statement by which individual managers in other companies are held responsible for profits and losses in their divisions) that turns the concept on its head

    • The effect Jobs' "Top 100" off-site meetings have on the employees who are invited and those who are left behind

    • An elaborate org chart -- centered around Jobs -- that includes dozens of VPs whose names you'll never get from Apple PR

    • The mission-critical task assigned to the "band of eggheads" that Jobs hired just before his second medical leave

    You can read Lashinsky's story -- and the rest of the May 23 Fortune 500 issue -- on the iPad for free if you are a Fortune subscriber. You can get the Fortune iPad app on iTunes here. If you're not a print subscriber, click here. You can conduct the entire transaction online.

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