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专栏 - 苹果2_0

乔布斯游艇引发的新闻战

Philip Elmer-DeWitt 2012年12月26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。
史蒂夫·乔布斯生前委托建造的长260英尺的铝制游轮因拖欠设计费被荷兰当局扣押,引发了设计师与乔布斯遗产继承人之间的官司。尽管只是一起简单的金钱纠纷,但是包括路透社、法新社以及《华盛顿邮报》在内,大量媒体都对这件事进行了广泛地报道。

去年十月,“维纳斯”号游艇处女航。图片来源:DutchNews.nl

    从很多方面来看,这在后史蒂夫·乔布斯时代的苹果公司(Apple)都堪称是一个奇谈,虽然这实际上与苹果没有任何关系,与乔布斯也没有太大关系。

    上周五,路透社(Reuters)报道称,史蒂夫·乔布斯生前委托建造的长260英尺的铝制游轮因拖欠设计费被荷兰当局扣押。荷兰媒体DutchNews.nl 报道称:“上周三,法警持阿姆斯特丹法院的命令登上全新的游艇‘维纳斯’号,目前该游艇已被扣押在码头。”此外,报道中还透露了其他细节,使事情听起来更加生动。“港口运营公司被命令不得帮助游艇离港。”

    事件受到各大媒体的关注,虽然它发生在圣诞节长假开始的时候,但从Gizmodo网站到《华盛顿邮报》(Washington Post),至少有20家新闻媒体加入了报道行列。《连线》杂志(Wired)提到了沃尔特·艾萨克森在《史蒂夫·乔布斯传》(Steve Jobs)中引用的一段深刻文字:乔布斯对他的自传作者说道:“我知道有可能我会死去,留给劳伦一艘造了一半的船。但是我必须继续做下去。如果我不这么做,就是承认我快要死了。”

    不过,这说到底终究只是一起金钱纠纷。而且到本周一,争议的双方——设计师菲利普·斯塔克和史蒂夫·乔布斯的遗产继承者已经达成了庭外和解。据法新社(Agence France Presse)报道,遗产继承人支付了保证金。斯塔克之前已经获得了600万欧元设计费(约合790万美元),认为对方尚拖欠自己300万欧元(约合390万美元)。乔布斯的遗产继承人保证将支付拖欠的费用。

    这样的结局太没意思了。因此,到周一下午,在科技博客聚合网Techmeme上,仅有六家媒体把它作为头条新闻进行了报道。

    译者: 刘进龙/汪皓

    It was, in many ways, the perfect Apple-in-the-post-Steve-Jobs-era yarn, although in truth it had nothing to do with Apple (AAPL) and not much to do with Jobs.

    On Friday, Reuters reported that the 260-foot aluminum yacht that Jobs commissioned before he died had been seized by Dutch authorities in a dispute over an unpaid bill.

    "Baliffs boarded the brand new yacht Venus last Wednesday with an Amsterdam court order and it is now literally chained to the dock," DutchNews.nl reported, adding the kind of detail that makes a story come to life. "Port service companies have been instructed not to help it to leave."

    The incident had page clicks written all over it, and even though it broke at the beginning of a long Christmas weekend, at least 20 news organizations -- from Gizmodo to the Washington Post -- climbed aboard. Wired dredged up a poignant quote from Walter Isaacson's "Steve Jobs": "I know that it's possible I will die and leave Laurene with a half-built boat," Jobs told his biographer, "but I have to keep going on. If I don't, it's an admission that I'm about to die."

    But it was, after all, only a dispute over money, and by Monday the two parties -- designer Philippe Starck and the estate of Steve Jobs -- had settled out of court. According to Agence France Presse, the estate made a security deposit and Starck, who had already been paid 6 million euros ($7.9 million), was guaranteed some part of the 3 million euros more ($3.9 million) he felt he was owed.

    That's a much less interesting story. As of Monday afternoon, it had generated only half-a-dozen headlines on the Techmeme news aggregator.

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