As he was finishing work on the "Think Different" ad, Jobs did some different thinking of his own. 当“非同凡想”广告的制作接近尾声时，乔布斯有了些新想法。

He decided that he would officially take over running the company, at least on a temporary basis. 他决定正式接手公司经营，至少是暂时性的。

He had been the de facto leader since Amelio's ouster ten weeks earlier, but only as an advisor. 自从10周前阿梅里奥离职之后，他一直都是头顶“顾问”名号的实际领导者。

Fred Anderson had the titular role of interim CEO. 弗雷德·安德森只是名义上的临时CEO。

On September 16, 1997, Jobs announced that he would take over that title, which inevitably got abbreviated as iCEO. 1997年9月16日，乔布斯宣布他将接手这个职务，临时CEO这一名称也被缩写成了iCEO。

His commitment was tentative: He took no salary and signed no contract. 他的承诺显得没什么把握：不领薪水，也不签合同。

But he was not tentative in his actions. He was in charge, and he did not rule by consensus. 但是他的行动却没有丝毫踌躇。他掌管一切，唯我独尊。

That week he gathered his top managers and staff in the Apple auditorium for a rally, 那个星期，他把高层管理人员和员工召集到苹果的礼堂开会，

followed by a picnic featuring beer and vegan food, to celebrate his new role and the company's new ads. 会后给他们提供啤酒和素食野餐，庆祝他的新角色和公司的新广告。

He was wearing shorts, walking around the campus barefoot, and had a stubble of beard. 他穿着短裤，光着脚在园区走来走去，满脸胡茬儿。

"I've been back about ten weeks, working really hard," he said, looking tired but deeply determined. “我回来差不多10个星期了，工作非常辛苦。”他说，看起来疲惫但很坚定，

"What we're trying to do is not highfalutin. “我们做的不是什么值得骄傲的事情。

We're trying to get back to the basics of great products, great marketing, and great distribution. 我们是在努力回到好产品、好营销和好分销这些最基本的东西。

Apple has drifted away from doing the basics really well." 苹果已经忘了怎么把最基本的东西真正做好。”