Apple Inc., AAPL +1.30% one of the world's most secretive companies, is finding there's a price in pushing its grievances against rival Samsung Electronics Co. 005930.SE -1.58% in federal court: disclosure.
世界上最神秘的企业之一苹果公司(Apple Inc.)发现，将自己对竞争对手三星电子(Samsung Electronics Co.)的不满诉诸美国联邦法院是有代价的：这让它不得不披露公司的内部情况。
In just the first few days of its patent trial this week, Apple has publicly discussed how it created the iPhone and iPad, showed early designs of the devices and described intimate details about its product team.
上周开审的苹果诉三星专利侵权案仅仅审理了几天，苹果已经公开讲述了研发iPhone和iPad的全过程，展示了这些产品的早期设计，还描述了其产品研发团队的具体情况。
It also gave glimpses into its strategy and customers, and each fact─like an internal survey showing that 78% of iPhone owners buy cases─was quickly disseminated and discussed in tweets and blog posts by people tracking the high-stakes case.
此外，外界还得以一窥苹果的战略和客户。苹果披露的每个情况(如内部调查显示78%的iPhone拥有者都会买手机保护套等)都会迅速被关注这起天价索偿案的人们在推特(tweet)和博客上发布并讨论。
Phil Schiller, Apple's senior vice president of world-wide marketing, took the stand Friday and revealed how much Apple spends on marketing the devices at the center of the case. He discussed a document that said Apple had spent $647 million advertising the iPhone in the U.S., from its release in 2007 through its fiscal year 2011. For the iPad, which debuted in 2010, he put the amount at $457.2 million.
苹果负责全球营销的高级副总裁希勒(Phil Schiller)上周五出庭作证，透露了苹果在营销iPhone和iPad方面的花费。这些电子产品是本案的焦点。他谈到了一份文件，文件说从2007年iPhone发布到2011财年结束时，苹果在美国本土共为这一产品投入了6.47亿美元广告费。据希勒透露，苹果为2010年推出的iPad在美国投入了4.572亿美元广告费。
Much of the trial so far has concentrated on how Apple's design teams came up with the ideas for iPhones and iPads. Apple is trying to prove that Samsung copied its designs, while Samsung is demonstrating to the jury that its devices are different and that Apple was inspired by Sony Corp.'s SNE +3.56% products.
到目前为止，此案审理主要关注的是苹果设计团队是如何想到iPhone和iPad创意的。苹果试图证明三星剽窃了自己的设计，而三星则力图向陪审团证明，自己的产品与苹果的不同，并且苹果是受索尼公司(Sony Corp.)产品的启发研发出iPhone和iPad的。
On Friday, Scott Forstall, a senior vice president who oversees the software used on the company's mobile devices, testified that as early as January 2011, an Apple executive advocated that the company build a tablet with a 7-inch screen. Apple has generally disputed the appeal of devices smaller than its 9.7-inch iPad, despite reports the company is developing a smaller model.
上周五，苹果负责公司移动产品软件的高级副总裁福斯特(Scott Forstall)在作证时说，一位苹果高管早在2011年1月就主张，公司应研发一台屏幕为7英寸的平板电脑。尽管有消息称苹果正在研发尺寸更小的平板电脑，但该公司对小于其9.7英寸iPad的产品会具有市场吸引力一直存有异议。
In cross-examination, Mr. Forstall said Eddy Cue, now head of Apple's Internet services efforts, had used a 7-inch Samsung tablet for a time, and sent an email to Chief Executive Tim Cook that he believed 'there will be a 7-inch market and we should do one.'
福斯特在质证过程中说，现任苹果互联网服务主管的库伊(Eddy Cue)在用过一段时间三星生产的一款7英寸平板电脑后，发电子邮件给苹果首席执行长库克(Tim Cook)说，他认为7英寸平板电脑会有市场，我们应该研发7英寸的平板电脑。
Mr. Forstall also testified that Apple in 2004 placed unusual rules around how it would assemble a team to build the iPhone, or 'Project Purple, ' as it was called then.
福斯特还作证说， 2004年苹果就如何组建iPhone研发团队制定了不同寻常的规则。当时iPhone研发工作被称为“紫色项目”(Project Purple)。
Mr. Forstall said co-founder Steve Jobs told him he couldn't hire anyone from outside the company to work on the user interface, or the buttons and images that appear on the screen. So, he said, he found 'superstars' from within Apple and said he was starting a secret project and he wanted help.
福斯特说，苹果已故联合创始人乔布斯(Steve Jobs)曾对他讲，不能雇用苹果以外的任何人员来研发用户界面，即出现在显示屏上的按键和图像。福斯特说，自己因此找到了来自苹果内部的“超级明星”，对他们说自己要开展一个秘密项目，需要帮助。
He recalled telling them, 'If you choose to accept this role, you will work harder than you ever have in your entire life.'
据福斯特回忆，他当时对那些“超级明星”说，如果你们选择接受这个角色，就要付出比以往任何时候都要大的努力。
Mr. Forstall described 'locking down' one floor of the company's buildings at first with cameras and keycard readers to beef up security regarding the project. He also took to calling it the 'purple dorm, ' after the project's code-name, purple. They also put a sign up on the front door with the words 'Fight Club' written on it, referring to the hit book and movie in which characters are told not to talk about what they were doing.
福斯特说，他们首先“锁定”了苹果办公楼的其中一层，在这里安装了摄像头和门禁卡，以增加这个项目的安全性。此外，他还依据项目代号“紫色”将这一楼层命名为“紫色宿舍”(purple dorm)。他们在前门上贴了写有“搏击俱乐部”字样的标牌。一部根据同名畅销书改编的电影就叫《搏击俱乐部》，片中人物被告知不能谈论自己所做的事。
He cited numerous challenges to developing the iPhone, because his teams had until then only worked with keyboards and mice. 'Every single part of the device had to be rebuilt for touch, ' Mr. Forstall said.
福斯特还讲述了研发iPhone过程中遇到的重重挑战，因为他的团队在那之前都只从事过带键盘和鼠标产品的研发工作。他说，为了配合产品的触控屏功能，手机的每个部分都要被重新研发。
Mr. Forstall also told the court that his team consisted of 1, 000 people who directly reported to him. When he holds all-staff meetings, he said that number usually comes to 2, 000.
福斯特还在法庭上说，他的团队中有1,000人直接向他报告，每次召开员工全体会议，参会人数通常会达到2,000人。
Mr. Forstall said he invented a patent for double-tapping on Web pages because as he had been using a prototype of the iPhone to surf the web, he realized he was spending a lot of time pinching and zooming the page to fit text perfectly on the screen.
福斯特说，通过双击网页调整文本大小的功能是他的专利。他曾经使用iPhone的一个原型机浏览网页，结果发现为了让文本占满屏幕而调整页面大小实在太费事了。
'I realized I have this incredibly powerful device, why can't it figure out the right size for me?' he said. So, he challenged his team to make the software automatically size the text into the center of the screen when he double-tapped around a webpage.
他说，我当时意识到既然有如此强大的设备，它为什么不能替我把文本调整到正确的大小呢？于是他把这个挑战交给他的团队，为软件设计出双击网页后文本自动居中的功能。
Earlier in the week a 99-page document filed in the case revealed some early iPhone prototypes considered by the company. The renderings, dating back to at least early 2006, show what could have been─from bulbous backsides to angled edges. Other documents disclosed variations on the iPad design, including the fact the company considered a kickstand for the device.
本周早些时候，苹果提供给法庭一份长达99页的文件。文件中展示了一些早期的iPhone原型机。这些至少可追溯到2006年初的机型包含了一些球状后侧和直角边的设计。另外的一些文件则披露了iPad设计过程中经历的改动，例如，苹果曾考虑为设备增加一个支架。
Veteran Apple designer Christopher Stringer─the company's first witness─walked through many of the prototypes on Tuesday and said the design team often works around a table in a kitchen, translating ideas to sketches to computer designs to 3-D models. When asked how Apple arrived at the final iPhone design, Mr. Stringer said: 'It was the most beautiful of our designs…When we realized what we got, we knew.'
苹果公司资深设计师斯特林格(Christopher Stringer)是苹果公司的第一位证人，上周二，斯特林格回顾了苹果的多个原型机。他说，他的设计团队常围坐在餐厅的桌子旁，将头脑中的创意变成草图，搬上电脑，最后变成实物模型。被问到该设计团队如何敲定最后的iPhone设计时，斯特林格说，这是我们所有设计中最漂亮的，当我们看到出来的这个东西之后，我们知道就是它了。
But the iPhone almost didn't get off the ground. Mr. Stringer said even Mr. Jobs had doubts Apple could deliver the unprecedented design.
但是这款iPhone差一点就没能面世。斯特林格说，即使是乔布斯也怀疑这一前所未有的设计能否生产出来。
Mr. Schiller, in another part of his testimony, discussed a customer survey of iPhone buyers. The issue of market research is of special interest to Apple watchers, because Mr. Jobs famously maintained that the company didn't rely on tools like focus group in deciding how to craft new products.
斯特林格证词的另一部分讨论了对iPhone购买者的调查。观察人士对苹果的市场调查特别有兴趣，因为众所周知，乔布斯认为苹果不需要依赖“焦点小组”(focus group)这样的方法来决定如何设计新产品。
Before the trial opened, however, a May 2011 survey of iPhone owners was filed as evidence. The Apple document showed, among other things, that trust in the company's brand was a decisive factor in buying decisions in countries that include the U.S. and China.
然而，在开庭之前，苹果提交了一份2011年5月对iPhone使用者进行的调查。苹果的这份文件显示，在包括美国和中国在内的国家里，对苹果品牌的信任是促使消费者购买苹果产品的决定性因素之一。
Mr. Schiller testified that such surveys are considered important trade secrets because while it is easy for an individual company to survey its own customers, it is very hard to survey a competitor's customers.
斯特林格在作证时说，这类调查被认为是重要的商业机密，因为尽管一家公司可以轻易调查自己的客户，调查竞争对手的客户却非常困难。
Information that was not shared with jurors has triggered some of the biggest fireworks so far in the trial, which kicked off with jury selection Monday and testimony Tuesday and Friday. U.S. District Judge Lucy Koh blocked Samsung from introducing evidence that it says shows the iPhone design was inspired by Sony products, an attempt to weaken Apple positions that the iPhone was an original design copied by Samsung.
一些没有与陪审员分享的信息引发了本案开庭以来的最大争议。本案上周一进行了陪审团的选任，周二和周五进入证人举证环节。美国地区法院法官高兰惠(Lucy Koh)阻止三星拿出它认为可以证明iPhone的设计灵感来自索尼产品的证据。三星此举旨在削弱苹果指责三星剽窃iPhone的原创设计的说法。
A Samsung representative shared the information with reporters, prompting a request from Apple for the court to sanction Samsung. On Friday, Judge Koh denied Apple's request, but criticized Samsung's legal team and polled each juror individually to make sure they hadn't read about it.
三星的一名代表与记者分享了上述证据，苹果因此要求法庭惩罚三星。周五，高兰惠驳回了苹果的请求，但是对三星的律师团队提出了批评，并对每一位陪审员进行了调查，确保他们没有阅读过这份材料。
'I will not let any theatrics or sideshow keep us from doing what we're here to do, ' she said.
高兰惠说，我不会允许任何无关因素影响对案件的审理。
|
