iPhone 5：一個(gè)路人皆知的秘密
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????2004年，就在史蒂夫?喬布斯計(jì)劃于波士頓Macworld大會(huì)上發(fā)布首款Mac mini前的兩周，一位自稱“尼克?德普拉姆”的青少年博主在個(gè)人網(wǎng)站Think Secret上率先發(fā)布了這一消息。 ????這不是德普拉姆第一次搶先爆料。從三年前他報(bào)道蘋果（Apple）正準(zhǔn)備推出PowerBook G4開始，他就陸續(xù)地收到過大量的勒令終止函。Mac mini是最后一根稻草。蘋果根據(jù)加州商業(yè)秘密法起訴了尼古拉斯?西雅瑞里（這位博主的真實(shí)姓名），根據(jù)和解協(xié)議，2007年西雅瑞里關(guān)掉了Think Secret。 ????今天，距離蘋果將發(fā)布新一代 iPhone的9月12日特別活動(dòng)還有一周，但是關(guān)于這款新設(shè)備的幾乎所有信息早已鋪天蓋地。 ????iMore的瑞恩?里奇發(fā)布的iPhone信息相比其他人更為詳實(shí)，他周三發(fā)布的iPhone 5綜述包括了產(chǎn)品規(guī)格、照片、甚至還有視頻的鏈接。（請(qǐng)看這里） ????蘋果是不是已經(jīng)放棄了打擊泄密的努力？現(xiàn)在看起來顯然是這樣。 ????蘋果依然在發(fā)出勒令終止函。今年1月，它給中國一家玩具制造商發(fā)了一封勒令終止函，因?yàn)檫@家公司試圖生產(chǎn)、銷售喬布斯人像玩偶，利用人們對(duì)喬布斯的追思賺錢。兩年前，它要求八卦網(wǎng)站Gawker停止一項(xiàng)承諾給予第一代iPad照片發(fā)布者10萬美元獎(jiǎng)勵(lì)的“尋寶行動(dòng)”。這封來自蘋果法律部門的勒令終止函被普遍視為該公司確認(rèn)，它即將如傳言所稱的那樣，發(fā)布一款平板電腦。 ????《Boy Genius 報(bào)告》創(chuàng)始人喬納森?蓋勒表示，這就是蘋果停止發(fā)送勒令終止函的原因。蓋勒也收到過很多勒令禁止函，但沒有收到過蘋果的。他說：“這樣做至少能留些懸念?！?/p> ????史蒂夫?喬布斯的新品發(fā)布總是像百老匯演出一樣充滿戲劇性，他痛恨泄密以及從中獲利的博主。而蒂姆?庫克雖然承諾將“加倍重視”保密，但看起來卻在放任自流。 ????讀者吉姆?尼爾表示，這位首席執(zhí)行官或許已經(jīng)認(rèn)定，在產(chǎn)品發(fā)布前吊一吊科技媒體的胃口是項(xiàng)不錯(cuò)的營銷策略——即便這給了競爭對(duì)手一個(gè)瞄準(zhǔn)的靶子。 ????或者，尼爾認(rèn)為，庫克可能在轉(zhuǎn)移大眾注意力方面比他的前任做得還好。 ????尼爾寫到：“一個(gè)好的魔術(shù)師知道，要讓一些事情變得‘神奇’，不只是要轉(zhuǎn)移注意力——用一只手吸引觀眾的注意力，另一只手忙活其他事情。最后的關(guān)鍵是出其不意。是的，如果正式發(fā)布的iPhone 5與泄露的信息差別很大，就稱得上神奇。但在蘋果泄露出這么多逼真的iPhone 5信息、讓人應(yīng)接不暇的時(shí)候，蘋果還有閑暇玩出其他的花樣嗎？” ????下周，一切就會(huì)水落石出，且讓我們拭目以待。 ????譯者：早稻米 |
????Two weeks before Steve Jobs was scheduled to unveil the original Mac mini at Macworld 2004 in Boston, a teenage blogger who called himself Nick dePlume broke the news on his website, Think Secret. ????It wasn't dePlume's first Apple (AAPL) scoop. A report three years earlier that the company was preparing to release the PowerBook G4 earned him the first in a long series of cease-and-desist letters. But the Mac mini was the last straw. Apple sued Nicholas Ciarelli (his real name) under California's trade secrets act, and as part of a settlement Ciarelli shuttered Think Secret in 2007. ????Today, one week before the Sept. 12 special event at which Apple is expected to unveil the next iPhone, there is almost nothing about the new device that hasn't already been widely -- and brazenly -- published. ????iMore's Rene Ritchie, whose iPhone leaks were better and more detailed than anybody else's this product cycle, published an iPhone 5 round-up Wednesday that included links to specs, photos and even a video. (Seehere.) ????Has Apple given up trying to control the leaks? It certainly seems that way. ????Apple still issues cease-and-desist letters. In January it sent one to a Chinese toy maker trying to cash in on Steve Jobs' memory with a look-alike doll. Two years earlier it asked Gawker to halt a "scavenger hunt" in which the gossip site offered $100,000 for a photo of the first iPad. The letter from Apple legal was taken as confirmation that the company was, as rumored, about to release a tablet computer. ????That's why Apple stopped sending cease-and-desists, says Jonathan ("Boy Genius") Geller, who has received dozens in his day but never from Apple. "This way it at least leaves something up in the air." ????Steve Jobs, who staged product launches like Broadway shows, hated leaks and the bloggers who profited from them. Tim Cook, despite a promise to "double down" on secrecy, seems content to let them ride. ????Reader Jim Neal suggests that the new CEO may have decided that allowing the tech press to build up expectations in advance of a product announcement is a good marketing strategy -- even if it gives competitors a target to aim for. ????Or, Neal suggests, Cook may be even better at misdirection that his predecessor was. ????"A good magician," Neal writes, "knows the trick to making something 'magical' isn't simply misdirection -- keeping you busy watching one hand while doing something with the other. The key, ultimately, is producing something unexpected. Yes, an iPhone 5 much different from the leaks would qualify. But could Apple be flooding the world with very real iPhone 5 leaks so everyone who has a vested interest in trying to second-guess Apple is too busy to look for anything else?" ????We'll find out next week. |
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