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At the press event that Friday, held in Apple's auditorium, Jobs followed McKenna's advice.
周五，苹果在公司礼堂举办了新闻发布会，乔布斯采纳了麦肯纳的意见。
He did not grovel or apologize, yet he was able to defuse the problem by showing that Apple understood it and would try to make it right.
他没有卑躬屈膝，也没有道歉，只表示苹果理解这个问题并会尽力改正，这样他就得以平息问题。
Then he changed the framework of the discussion, saying that all cell phones had some problems.
接着，他话题一转，称所有手机都有些问题。
Later he told me that he had sounded a bit "too annoyed" at the event, but in fact he was able to strike a tone that was unemotional and straightforward.
后来他告诉我，自己在发布会上的语气有些“太恼怒”，但事实上，他的表述冷静而直接。
He captured it in four short, declarative sentences: "We're not perfect. Phones are not perfect. We all know that. But we want to make our users happy."
他用了四个简短的陈述句：“我们不完美。手机不完美。我们都知道这一点。但是我们想要让用户满意。”
If anyone was unhappy, he said, they could return the phone
他表示，如果有人不满意，可以退货，
(the return rate turned out to be 1.7%, less than a third of the return rate for the iPhone 3GS or most other phones) or get a free bumper case from Apple.
（结果，iPhone4的退货率只有1.7%，还不到iPhone3GS和大多数其他手机退货率的1/3）或者免费获得苹果提供的胶套。
He went on to report data showing that other mobile phones had similar problems. That was not totally true.
在发布会上，他又接着报告了一些数据，表明其他手机也有类似问题。但这并不完全属实。
Apple's antenna design made it slightly worse than most other phones, including earlier versions of the iPhone.
苹果的天线设计让iPhone 4比大多数手机的天线都要差一点，包括之前的iPhone版本。
But it was true that the media frenzy over the iPhone 4's dropped calls was overblown.
但是，媒体对于iPhone 4信号丢失的报道确实夸大其词了。
"This is blown so out of proportion that it's incredible," he said.
“这捏造出来的数据令人难以置信。”他说。
Instead of being appalled that he didn't grovel or order a recall, most customers realized that he was right.
对于乔布斯既没卑躬屈膝，又没有责令召回，大多数消费者并没有感到震惊，相反他们认识到乔布斯是对的。
The wait list for the phone, which was already sold out, went from two weeks to three. It remained the company's fastest-selling product ever.
iPhone 4的存货巳经售罄，排在等候名单上的人们现在要等上三周时间--之前还只需要两周的时间。它成为苹果历史上销售最快的产品。
The media debate shifted to the issue of whether Jobs was right to assert that other smartphones had the same antenna problems.
乔布斯在发布会上断言其他智能手机也有同样的天线问题，媒体遂将话题转移至他的说法是否正确。
Even if the answer was no, that was a better story to face than one about whether the iPhone 4 was a defective dud.
即使乔布斯所言不实，这也比讨论iPhone 4是否是个有缺陷的无用产品要好。
Some media observers were incredulous.
一些媒体观察家对此感到难以置信。
"In a bravura demonstration of stonewalling, righteousness, and hurt sincerity, Steve Jobs successfully took to the stage the other day to deny the problem,
“通过一场大胆的表演，乔布斯向人们展示了他的坚定、正义及无辜，从而成功地回避了问题，
dismiss the criticism, and spread the blame among other smartphone makers," Michael Wolff of newser.com wrote.
消除了批评，并将火引到了其他智能手机厂商身上，”newser.com的迈克尔·沃尔夫写道。
"This is a level of modern marketing, corporate spin, and crisis management about which you can only ask with stupefied incredulity and awe:
这是现代营销、企业公关和危机管理的新高度，你只能目瞪口呆充满敬意地问他们：
How do they get away with it? Or, more accurately, how does he get away with it?"
你们是怎么成功摆脱问题的？或者更准确地说，他是如何摆脱问题的？”
Wolff attributed it to Jobs's mesmerizing effect as "the last charismatic individual."
沃尔夫将其归功于乔布斯的洗脑能力，称他是“最具有魅力的人”。
Other CEOs would be offering abject apologies and swallowing massive recalls, but Jobs didn't have to.
换做其他CEO会卑下地进行道歉，并大量召回问题产品，但乔布斯不必如此。
"The grim, skeletal appearance, the absolutism, the ecclesiastical bearing, the sense of his relationship with the sacred, really works,
“他冷酷痩削的外表，他的专制，宗教般的影响力，神一样的地位，
and, in this instance, allows him the privilege of magisterially deciding what is meaningful and what is trivial."
使他有特权决定什么东西重要什么东西微不足道。”
Scott Adams, the creator of the cartoon strip Dilbert, was also incredulous, but far more admiring.
漫画《呆伯特》的创作者斯科特·亚当斯也同样感到难以置信，不过更多的还是欣赏。
He wrote a blog entry a few days later (which Jobs proudly emailed around) that marveled at how Jobs's "high ground maneuver" was destined to be studied as a new public relations standard.
几天后，他发表了一篇博客文章，惊叹乔布斯“占据制髙点的举动”，称其将会成为新的公关标准。乔布斯自豪地把这篇文章发送给很多人。
"Apple's response to the iPhone 4 problem didn't follow the public relations playbook, because Jobs decided to rewrite the playbook," Adams wrote.
“苹果对iPhone 4问题的回应并未遵循公关套路，因为乔布斯决定重新改写规矩。”亚当斯写道。
"If you want to know what genius looks like, study Jobs' words."
“如果你想知道天才什么样，研究一下乔布斯的措辞吧。”
By proclaiming up front that phones are not perfect, Jobs changed the context of the argument with an indisputable assertion.
通过宣称手机都不完美，乔布斯用一个不争的事实改变了争论的语境。
"If Jobs had not changed the context from the iPhone 4 to all smartphones in general,
“如果乔布斯没有把问题从iPhone 4引向所有智能手机，
I could make you a hilarious comic strip about a product so poorly made that it won't work if it comes in contact with a human hand.
我可能会画一幅爆笑漫画，展示一款一拿到手里就无法使用的手机。
But as soon as the context is changed to 'all smartphones have problems,' the humor opportunity is gone.
但是，一旦问题变成了‘所有智能手机都存在问题’，幽默的机会也就随之溜走了。
Nothing kills humor like a general and boring truth."
没有什么能比一般性的枯燥事实更能扼杀幽默了。”
