本文摘要：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做出了抨击。

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做出了抨击。在苹果将要发售Apple Watch和最新款iPad之前，乔纳森艾夫爵士(Sir Jonathan Ive)讲解了这家擅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)杂志于旧金山举行的New Establishment峰会上，乔纳森爵士拒绝接受了专访。他坦白，在被问及小米(Xiaomi)等亚洲竞争对手的仿效否“令其他深感荣幸”时，他的问听得上去“有点刺耳，也许还有点愤愤不平”。

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.”他说道：“我指出，这件事显然很非常简单。这么做到就是盗窃，是懒散，我显然不指出这样做到没问题。

”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技术和设计专利遭侵权行为的问题打过多次官司，其中还包括在2012年首次告赢三星(Samsung)并获赔10亿美元。苹果有数一段时间没再行驳回新的诉讼，但乔纳森爵士在苹果将发售智能手表之际对剽窃的问题仍然十分脆弱。

“When we started working on it, it seemed like a very natural, obvious place for technology to end up,” he said.他说道：“当我们开始设计这款产品的时候，它看上去就看起来技术的一个大自然、显而易见的起点。”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配件售价将多达350美元，是在史蒂夫乔布斯(Steve Jobs)过世之后设想出来的。

不过乔纳森爵士回应，他企图维持苹果的创办宗旨：让科技显得更为个人化和更容易用于。他说道：“我显然指出，相对于传统上人们解读的消费电子产品，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得时尚和奢侈品市场的好感，还包括在巴黎时装周(Paris Fashion Week)期间特地在柯莱特时尚店(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》还刊出了一位戴着苹果手表的模特儿，这是第一家在封面展出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》对苹果手表的赞赏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。他以一款新的设计的电话夺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、话筒和手柄都经过新的设计。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)在台上展出了这款轻巧电话机的照片，乔纳森爵士有点难为情，他说道：“似乎，这不是个好的创新。”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，在比赛中获得奖金后，他在1989年首次拜访了硅谷。

他告诉他卡特：“那里的悲观和热情为尝试和研究新创意营造了绝妙的环境，我被深深感动了。”“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，人们很难明确提出新的创新。这种氛围更容易费伊好的喜剧，然而对于产品开发来说是十分差劲的。

”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.在描写苹果的产品开发流程时，乔纳森爵士回应他的团队由16名设计师构成，每周不会外面工作室的桌子进三四次不会，这种桌子与苹果门店中展出产品的桌子相近。“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.”他说道：“我们会画出有设计图样，我们依然不会使用绘画方式。”除此以外，该团队还不会根据其设计理念，制作出有塑料或金属的模型。

“一旦有了可触碰的实物，就一切都有所不同了。

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