So Jobs and Wozniak were invited to have a meeting with, as his impish business cards read, "Regis McKenna, himself." 于是乔布斯和沃兹尼亚克获邀去拜访 "麦肯纳，本人"--他的名片上就是这么写的。

This time it was the normally shy Wozniak who became prickly. 这一次，一贯羞涩的沃兹尼亚克变成了刺儿头。

McKenna glanced at an article Wozniak was writing about Apple and suggested that it was too technical and needed to be livened up. 麦肯纳瞥了一眼沃兹正在写的关于苹果公司的文章，提出文章的技术性太强，需要修改得生动一些。

"I don't want any PR man touching my copy," Wozniak snapped. "我不想任何公关人员碰我的稿子。"沃兹恶狠狠地说。

McKenna suggested it was time for them to leave his office. 麦肯纳于是让他们离开了自己的办公室。

"But Steve called me back right away and said he wanted to meet again," McKenna recalled. "但史蒂夫立刻给我打了电话，说他想再跟我见一面，"麦肯纳说，

"This time he came without Woz, and we hit it off." "这一次他是一个人来的，我们聊得很投机。"

McKenna had his team get to work on brochures for the Apple II. 麦肯纳让自己的团队为 Apple II设计宣传册。

The first thing they did was to replace Ron Wayne's ornate Victorian woodcut-style logo, 团队要做的第一件事就是换掉罗恩·韦恩设计的维多利亚木版画风格的华丽标志，

which ran counter to McKenna's colorful and playful advertising¹ style. 因为它不符合麦肯纳色彩斑斓、活泼顽皮的广告风格。

So an art director, Rob Janoff, was assigned to create a new one. 于是，艺术指导罗布·雅诺夫被指派去设计一个全新的标志。

"Don't make it cute," Jobs ordered. "不要设计成可爱风格的。"乔布斯命令。

Janoff came up with a simple apple shape in two versions, one whole and the other with a bite taken out of it. 雅诺夫想出了两个版本，都是筒单的苹果图标，一个是完整的苹果，另一个则是被咬了一口的苹果。

The first looked too much like a cherry, so Jobs chose the one with a bite. 第一个看上去太像樱桃了，于是乔布斯选择了第二个。

He also picked a version that was striped in six colors, 乔布斯还挑选了另一个版本，其中的苹果由六种颜色的水平色条构成，

with psychedelic hues² sandwiched between whole-earth green and sky blue, even though that made printing the logo significantly more expensive. 在大地的绿色和天空的蓝色 中间夹着另外四种炫丽的颜色，但这一版本的印刷费用也因此大大提髙了。

Atop the brochure McKenna put a maxim³, often attributed to Leonardo da Vinci, that would become the defining precept⁴ of Jobs's design philosophy: 在宣传册顶端，麦肯纳放上了一句格言，这句话被普遍认为出自列奧纳多·达·芬奇,也成为了乔布斯设计理念的决定性准则：

"Simplicity⁵ is the ultimate sophistication." "至繁归于至简。"