Adobe 彻底完蛋了？创意巨头正在跌落神坛
字幕摘录
| 时间 | 英文 | 中文 |
|---|---|---|
| 0:00 | Adobe products used to feel like a safe pair of hands that always worked. | Adobe产品曾经感觉像一对安全的手,总是有效的. |
| 0:04 | You'd really struggle | 你真的会挣扎 |
| 0:05 | to complain with anything, but now they're just something else entirely and everyone's sick of | 抱怨什么, 但现在他们只是 完全其他的东西,每个人都厌倦了 |
| 0:10 | them. | 他们。 |
| 0:10 | The software you used to buy once and own forever, you now rent by month at a price that | 你曾经买的软件 永远拥有, 现在按月出租,价格 |
| 0:15 | climbs every year. | 每年攀登. |
| 0:17 | We lost the tools we could trust and own, and in exchange we got rising | 我们失去了可以信任和拥有的工具 作为交换条件,我们上升了 |
| 0:21 | subscriptions, mandatory AI nobody asked for, and a fee for the privilege of leaving. | 订户,强制人工智能 无人要求, 和费用 特权离开。 |
| 0:26 | But | 不过 |
| 0:26 | Adobe is finally getting what they deserve, caught in a death spiral where all of their | 阿多比终于得到他们应得的, 陷入了死亡的螺旋 在那里他们所有的 |
展开字幕全文（354 条）
| 序号 | 英文 | 中文 |
|---|---|---|
| 1 | Adobe products used to feel like a safe pair of hands that always worked. | Adobe产品曾经感觉像一对安全的手,总是有效的. |
| 2 | You'd really struggle | 你真的会挣扎 |
| 3 | to complain with anything, but now they're just something else entirely and everyone's sick of | 抱怨什么, 但现在他们只是 完全其他的东西,每个人都厌倦了 |
| 4 | them. | 他们。 |
| 5 | The software you used to buy once and own forever, you now rent by month at a price that | 你曾经买的软件 永远拥有, 现在按月出租,价格 |
| 6 | climbs every year. | 每年攀登. |
| 7 | We lost the tools we could trust and own, and in exchange we got rising | 我们失去了可以信任和拥有的工具 作为交换条件,我们上升了 |
| 8 | subscriptions, mandatory AI nobody asked for, and a fee for the privilege of leaving. | 订户,强制人工智能 无人要求, 和费用 特权离开。 |
| 9 | But | 不过 |
| 10 | Adobe is finally getting what they deserve, caught in a death spiral where all of their | 阿多比终于得到他们应得的, 陷入了死亡的螺旋 在那里他们所有的 |
| 11 | greed and cynical corporate strategy are catching up with them. | 贪婪和愤世嫉俗的公司战略正在赶上它们。 |
| 12 | And even then, their CEO still | 即使这样,他们的首席执行官仍然 |
| 13 | claims it's never been better. | 声称它从来没有好过。 |
| 14 | I actually believe that there's going to be more opportunity for | 实际上,我相信,会有 更多的机会 |
| 15 | creative companies than ever before. | 创制公司比以往任何时候。 |
| 16 | We are an extremely profitable company and we're growing | 我们是一个非常赚钱的公司,我们正在成长 |
| 17 | this year double digits. | 今年的两位数。 |
| 18 | And somehow he's exactly right. | 不知何故他是对的 |
| 19 | Their figures are shooting through the | 他们的人物正在拍摄通过 |
| 20 | roof. | 屋顶。 |
| 21 | It's actually been their best year ever, a record $23.8 billion in revenue. | 这实际上是他们有史以来最好的一年,创下238亿美元收入的纪录. |
| 22 | So then, | 这么说吧 |
| 23 | why have their stocks crashed magnificently by around 65% from their peak? | 他们的股票为什么从峰值跌了65%左右? |
| 24 | Which goes against | 这与事实相反 |
| 25 | the entire tech market boom right now. | 整个科技市场的繁荣 |
| 26 | Even with record profits, the market hates them. | 即使有创纪录的利润,市场也讨厌他们. |
| 27 | Well, | 那个 |
| 28 | this is because there's something much stranger going on with the company that redefined creativity | 这是因为公司里有些陌生人 重新定义了创造力 |
| 29 | for a generation. | 为一代人。 |
| 30 | It's all just the end point of a process they've been orchestrating deliberately | 这一切都只是他们精心策划的一个过程的终点 |
| 31 | for years. | 几年来 |
| 32 | You see, Adobe used to be one of those companies whose products had everyone creating | 你看,阿多比曾经是那些公司之一 他们的产品让每个人创造 |
| 33 | 关于如何在 Photoshop、 Illustrator 或 After Effect 中做酷事的教程。 | |
| 34 | But now, you'll | 但现在,你会 |
| 35 | just find hundreds of tutorials on how to cancel those subscriptions. | 只要找到数百个如何取消订阅的教程。 |
| 36 | It looks easy, but it isn't. | 看起来很简单,但事实并非如此。 |
| 37 | That's why these videos exist. | 这就是为什么这些视频存在。 |
| 38 | Here's how the trap worked. | 这是陷阱的原理。 |
| 39 | When you signed up, | 当你报名时, |
| 40 | Adobe steered you towards a plan called Annual Paid Monthly. | Adobe引导你向一个计划 叫做年度月薪。 |
| 41 | It was pre-selected for you, | 这是预选给你的 |
| 42 | it looked like a simple month-to-month deal. | 看起来像一个简单的 逐月交易。 |
| 43 | Except it wasn't. | 但事实并非如此。 |
| 44 | What you'd agree to was a | 你同意的是一个 |
| 45 | year-long contract, and if you tried to leave before that year was up, Adobe charged you an | 如果你想在那年到来之前离开 Adobe就控告你 |
| 46 | early termination fee, worth half of everything you had left to pay, on a basic plan that was | 提前解雇费 价值你剩下的一半 |
| 47 | a surprise bill of hundreds of dollars, just for the crime of wanting to stop. | 一笔数百美元的意外帐单 只是为了阻止犯罪 |
| 48 | And the best part? | 那最精彩的部分呢? |
| 49 | That fee was hidden in fine print, tucked behind tiny icons you had to hover over to even know | 那笔钱是用精细的印记藏起来的, 贴在小图标后面, 你不得不徘徊到甚至知道 |
| 50 | it existed. | 它的存在。 |
| 51 | Then there was the cancellation itself. | 然后是取消计划本身。 |
| 52 | You didn't just click a button, | 你不只是点击一个按钮, |
| 53 | you got funneled through page after page of menus, discounts, and prompts. | 在菜单、折扣和提示的页面中,您会通过页接页输入。 |
| 54 | Every step was built to | 每一步都是为了 |
| 55 | wear you down until you just gave up and kept on paying. | 把你拖下去,直到你放弃,继续付钱。 |
| 56 | The kind of thing the industry politely | 那种行业的礼貌 |
| 57 | calls a dark pattern, meaning a user interface designed to trick you into doing things. | 调用一个暗图案,即一个用户界面,旨在欺骗你做事。 |
| 58 | If you look on those how to cancel Adobe tutorials, you'll find thousands of comments | 如果你看那些如何取消 Adobe 教程, 你会发现成千上万的评论 |
| 59 | those who aren't able to, maybe because of an error or a missing button. | 那些无法做到的人, 也许因为一个错误或一个缺失的按钮。 |
| 60 | It got so horrendous that in 2024 the government sued Adobe. | 它变得如此可怕,2024年政府起诉了阿多贝. |
| 61 | The Department of Justice and the | 司法部和司法部 |
| 62 | FTC accused them of trapping customers with hidden fees and a deliberately painful cancellation | 公平贸易委员会指责他们以隐蔽的收费和故意痛苦的取消来诱骗客户。 |
| 63 | process, and they named two executives personally. | 他们亲自指定了两位主管 |
| 64 | So Adobe finally paid up. | 所以阿多比终于付了钱 |
| 65 | A 150 million dollar | 1亿5千万元 |
| 66 | settlement, all while denying any wrongdoing. | 解决问题,同时否认任何不法行为。 |
| 67 | But the other story is that users had something | 但另一个故事是,用户有东西 |
| 68 | to cancel in the first place, and why? | 首先取消,为什么? |
| 69 | Until this Adobe had honoured one simple rule. | 直到这个阿多比遵守了一个简单的规则 |
| 70 | You bought | 你买了 |
| 71 | the software and it was yours. | 软件和它是你的。 |
| 72 | The full Creative Suite wasn't cheap, but you owned it. | 完整的创意套房不便宜,但你拥有它。 |
| 73 | You could | 你会 |
| 74 | use it for a decade, and you only paid again when a new version was truly worth it. | 使用十年,而你只有在新版本真正值得的时候才再次支付. |
| 75 | Then in 2013, | 后来在2013年, |
| 76 | Adobe killed that rule. | 阿多比杀了那个规则 |
| 77 | It announced that Creative Suite 6 would be the last version anyone could | 它宣布Creative Suite 6将是任何人都可以使用的最后版本 |
| 78 | ever buy outright. | 永远买直销。 |
| 79 | From now on you didn't own Photoshop, you rented it every month forever, | 从现在开始,你没有拥有Photoshop, 你每个月租它永远, |
| 80 | and the day you stopped paying was the day you lost the tools your career was built on. | 你停止付钱的那一天 就是失去你职业生涯所依赖的工具的那一天 |
| 81 | They gave it a warm, weightless name as if it were a gift. | 他们给了它一个温暖,无重量的名字,好像它是一种礼物。 |
| 82 | Behold the Creative Cloud. | 看创意云. |
| 83 | Overnight, | 过夜 |
| 84 | a customer who paid once every few years became one who paid every single month. | 客户每几年付一次钱,就变成每个月付一次钱。 |
| 85 | And once your | 并且一旦你 |
| 86 | life's work lived inside Adobe's files and formats, leaving meant incinerating all of it. | 生命的作品生活在Adobe的文档和格式中,留下意味着焚毁所有作品. |
| 87 | The payoff was obscene. | 报酬是淫秽的。 |
| 88 | In its last year selling box software, Adobe made around 4 billion dollars. | 在去年出售盒式软件时,Adobe赚了大约40亿美元. |
| 89 | A decade later it pulls in over 23 billion dollars a year. | 十年后,它每年吸引超过230亿美元。 |
| 90 | And most people badly underestimate how | 大多数人都低估了 |
| 91 | much more they hand over by renting it. | 租来的更多 |
| 92 | The old master collection cost around 2,600 dollars, | 老主人的收藏费约2600美元 |
| 93 | but you paid once and it was yours. | 但你付了一次钱,它是你的。 |
| 94 | The full Creative Cloud Suite today costs up to 70 dollars | 整个创意云套房今天要70美元 |
| 95 | a month, a little over 840 dollars a year. | 一个月,每年840多美元 |
| 96 | Which means every three years of renting now costs you | 也就是说每三年租一次就花你一大笔钱 |
| 97 | the entire box suite used to cost to own outright. | 整个盒子套房都用来 直接拥有。 |
| 98 | So a designer who's now paid every month since | 所以,一个设计师 现在每月支付 |
| 99 | 2013年Creative Cloud登陆时,实际上已经将Adobe送出8000多美元. | |
| 100 | Or take a 40 year | 或花40年时间 |
| 101 | career. | 职业。 |
| 102 | Even on the kindest possible assumption that Adobe would never raise prices again, | 即使最温柔的假设是 Adobe不会再涨价了 |
| 103 | even though this is something they've never once managed, the full suite at around 840 dollars a | 尽管这是他们从未处理过的事 整个套房每840美元左右 |
| 104 | year comes to over 33,000 dollars in rent before you retire. | 一年的租金超过33000美元 在你退休之前。 |
| 105 | But Adobe does raise the price, | 但Adobe确实提高了价格, |
| 106 | so you're probably looking at 60,000 dollars ranging up to a grand total of 100,000 dollars | 所以,你可能正在寻找6万美金 包括总计10万美金 |
| 107 | for one subscription. | 一个订阅。 |
| 108 | 100,000 dollars just to do your job. | 10万美元只是做你的工作。 |
| 109 | 100,000 dollars you could spend on a | 你可以花十万块买 |
| 110 | holiday or food or buying a house or raising a family. | 假期或食物,或购买房屋或抚养家庭。 |
| 111 | That single move became the most copied | 单动作成了最复制的 |
| 112 | decision in modern business. | 现代商业决策。 |
| 113 | Every executive in tech watched Adobe swap ownership for rent and | 每个技术主管都看Adobe把所有权换成租金和 |
| 114 | get rich, then did the same to their own customers one industry at a time. | 发财,然后一次一次给自己的客户做同样的事情 |
| 115 | Now we're just used to | 现在我们只是习惯了 |
| 116 | but just remind yourself, it never used to be like this. | 只是提醒自己,它从来没有像过去这样。 |
| 117 | You don't own your music anymore, | 你不再拥有你的音乐, |
| 118 | 你从Spotify那里租来的 | |
| 119 | You don't own the films you buy on a streaming service. | 你买的电影不是你的 |
| 120 | Amazon once reached into people's Kindles and deleted books they'd already paid for. | 亚马逊曾经接触到人们的Kindles 并删除了他们已经付账的书籍. |
| 121 | And the book it deleted of all things was 1984. | 而它删除了所有事物的书是1984年. |
| 122 | Your car insurance monitors your every move so | 你的车保险监视你的每一步 |
| 123 | it can price you correctly. | 它可以给你正确的价格。 |
| 124 | Home ownership is at an all time low. | 房屋所有权一直很低。 |
| 125 | The list just goes on and on and | 名单只是继续 和 |
| 126 | on. | 继续 |
| 127 | The majority of people now have 5-8 subscriptions, as slowly all ownership | 大部分人现在有5 -8个订阅者 慢慢地所有所有所有者 |
| 128 | is ground into dust. | 变成尘埃 |
| 129 | The subscription world you live in now, where almost nothing is truly yours, | 你现在所生活的订阅世界 几乎什么都不是你的 |
| 130 | was built on what Adobe proved in 2013. | 是建立在2013年Adobe证明的基础上的。 |
| 131 | You might have heard of techno feudalism. | 你可能听说过科技封建主义 |
| 132 | The Greek | 希腊人 |
| 133 | economist Yanis Varoufakis' idea that the biggest tech companies own the land while everyone else | 经济学家亚尼斯·瓦鲁法基斯(Yanis Varoufakis)认为最大的科技公司拥有土地,而其他人则拥有土地. |
| 134 | works on it and pays for the privilege. | 工作,支付特权。 |
| 135 | Most people never even notice the arrangement they're | 大多数人甚至从来没有注意到 他们的安排 |
| 136 | That's the world Yanis says we've drifted into. | 亚尼斯说我们漂流到了这个世界 |
| 137 | And obviously your techno feudal lords don't have your best interests at heart. | 显然,你的技术封建领主 并不具备你的最大利益。 |
| 138 | Yanis isn't the only one noticing this and shouting it into the void. | 亚尼斯不是唯一一个注意到这件事 并大声喊到空虚。 |
| 139 | Slovenian philosopher Slavoj Žiwek has been making the same argument, | 斯洛文尼亚哲学家斯拉沃伊·日韦克也提出了同样的论点, |
| 140 | and two of them agreed fully on what's happening. | 两人完全同意发生的事 |
| 141 | The key of this new corporate capitalism, digital and so on, | 新的企业资本主义的关键 数字等等, |
| 142 | is that it's a new form of the privatisation of commons. | 这是公有制私有化的新形式。 |
| 143 | The very space in which even capitalists | 即使是资本家的空间 |
| 144 | and workers and so on exchange stuff is controlled by them. | 和工人,等等 交换的东西由他们控制。 |
| 145 | That's the feudal moment. | 这就是封建时刻. |
| 146 | And there's a more specific name for a company that behaves like this by colonising aspects of | 公司有一个更具体的名字 公司的行为是这样的 通过殖民方面 |
| 147 | our digital lives and then using it as a method of control. | 我们的数码生活 然后把它当作一种控制方法 |
| 148 | The big tech critic and political | 大科技评论家和政治 |
| 149 | economist Brett Christopher's calls it erentia. | 经济学家布雷特·克里斯托弗称之为埃伦蒂亚. |
| 150 | The idea is that sometimes businesses earn their | 想法是,有时企业挣得 |
| 151 | money by actually doing something. | 钱通过做一些事情。 |
| 152 | They make a product, they sell it, and they have to win | 他们做一个产品,他们卖它, 他们必须赢 |
| 153 | you over all over again every time. | 你每次都在到处乱跑 |
| 154 | Erentia doesn't work like that. | 埃伦蒂娅不会那样的 |
| 155 | You're not really a | 你不是真的一个 |
| 156 | customer in that arrangement, you're a tenant, and if we're being honest, closer to a serf. | 那个安排的客户,你是一个租户, 如果我们是诚实的,更接近农奴。 |
| 157 | You can take it from the World Economic Forum itself. | 你可以把它从世界经济论坛本身。 |
| 158 | On one of their own stages, | 在一个阶段, |
| 159 | two economists ironically laid out the exact racket. | 讽刺的是,两位经济学家 提出了准确的吵闹。 |
| 160 | The way you keep that supply scarce is simple. | 你让供应短缺的方式很简单 |
| 161 | You make sure no rival is ever allowed to | 你一定要确保没有对手被允许 |
| 162 | compete, thus making products a necessity like needing somewhere to live. | 竞争,从而使产品成为必需,比如需要生活的地方。 |
| 163 | All of that set on a stage of the one event on the calendar most likely to be full of them. | 所有这一切都发生在日历上最有可能充满它们的一个活动的舞台上。 |
| 164 | And let's not forget, these are the ones who invented that 2030 prediction for what they | 我们不要忘记,这些是发明2030年预测的 |
| 165 | considered a utopia. | 被认为是乌托邦。 |
| 166 | Adobe is exactly what the rentier and techno feudal models predict. | Adobe正是租户和技术封建模型预测的。 |
| 167 | When your customers can walk away, you have to keep the product well maintained. | 当顾客可以离开时,必须妥善维护产品. |
| 168 | Quality sells, | 质量销售, |
| 169 | but when you rent a product because you need to, you don't get the joy and pleasure of ownership, | 但当你因为需要而租产品的时候, 你得不到拥有权的快乐和快乐, |
| 170 | and the product quality and features become an afterthought. | 产品质量和特性成为后脑勺。 |
| 171 | But a company doesn't get this | 但公司不懂这个 |
| 172 | brazen by accident. | 无意中厚颜无耻 |
| 173 | It's a calculated, decades-long strategy. | 这是一个经过计算,数十年的策略. |
| 174 | And so to understand how Adobe ended up | 为了了解Adobe是怎么死的 |
| 175 | treating their own customers like hostages, you have to go back to how they got this powerful in | 把他们的顾客当人质一样对待 你必须回到他们是如何获得这种力量的 |
| 176 | the first place. | 第一个地方 |
| 177 | Like Microsoft, Google, and the others, Adobe built its empire on a monopoly. | 和微软,谷歌等公司一样,Adobe在垄断的基础上建立了自己的帝国. |
| 178 | It was one of the great digital empires to emerge from the dot-com era. | 它是从dot-com时代兴起的伟大数字帝国之一. |
| 179 | And like the other tech | 就像其他技术 |
| 180 | titans, it got there through a mix of true genius and ruthless deal-making. | 巨人,它通过 真正的天才和无情的交易的组合到达那里。 |
| 181 | It started in 1982, | 1982年开始. |
| 182 | when two engineers, John Warnock and Charles Geschk left a company called Xerox and founded | 当两位工程师约翰·沃诺克和查尔斯·盖施克 离开一家叫薛洛克斯的公司并成立 |
| 183 | Adobe, named after the creek that ran behind Warnock's house. | 阿多比(英語:Adobe),以跑到沃诺克家后面的小溪命名. |
| 184 | Their first product was | 他们的第一个产品是 |
| 185 | Postscript, the invisible language that tells a printer exactly how to draw a page. | Postscript,指能准确告诉打印机如何绘制页面的隐形语言. |
| 186 | Apple built | 苹果已创建 |
| 187 | it into the laser writer, and for the first time, anyone with a computer and a printer could produce | 第一次,任何拥有电脑和打印机的人 |
| 188 | professional-quality documents. | 专业质量文件。 |
| 189 | So that was the start of Adobe's good reputation among consumers | 这是Adobe在消费者中良好声誉的开始 |
| 190 | and the tech industry. | 和科技产业。 |
| 191 | Then came something just about everyone in the world knows, the humble PDF. | 然后,全世界每个人都知道一些事情, 卑微的PDF。 |
| 192 | It worked so well that it became the default format of the entire planet. | 它的工作非常出色,成为整个星球的默认格式. |
| 193 | By the mid-2000s, | 到了2000年代中期, |
| 194 | Adobe believed that up to a billion computers were running it. | Adobe相信有多达十亿台电脑在运行它. |
| 195 | And then came the crown jewel | 然后王冠宝珠来了 |
| 196 | 在阿多比帝国,Photoshop。 | |
| 197 | Adobe didn't even invent it. | 阿多比甚至没有发明. |
| 198 | Two brothers, Thomas and John Null, | 两个兄弟,托马斯和约翰·努尔, |
| 199 | did. | 没错 |
| 200 | Adobe simply bought the license in 1988 and turned it into the default tool for every | Adobe只是于1988年购买了许可 并把它变成每个的默认工具 |
| 201 | photographer, designer, and artist alive. | 摄影师,设计师,艺术家还活着。 |
| 202 | Photoshop, which Adobe again did not even make, | 照片店,Adobe又没有做, |
| 203 | became so dominant that its own name turned into a verb. | 变得如此主导,以至于它自己的名字变成了动词. |
| 204 | To Photoshop something is just what you | 照片店的东西就是你 |
| 205 | editing images now. | 现在编辑图像 。 |
| 206 | But like any empire, Adobe wasn't entirely built on good faith. | 但与任何帝国一样,阿多比并非完全建立在诚信的基础上. |
| 207 | They made | 他们做了 |
| 208 | sure you'd never have an alternative. | 你肯定没有别的选择 |
| 209 | Whenever a strong competitor stepped into the light, | 每当一个强大的竞争者踏入光明 |
| 210 | Adobe either bought it or buried it. | 阿多比不是买的就是埋的 |
| 211 | The clearest example is a program called Freehand. | 最明显的例子是一个名为Freehand的程序. |
| 212 | In 1994, | 1994年,农历乙未科进士. |
| 213 | Adobe bought the company that sold it, being the main rival to Illustrator. | 阿多比收购了出售它的公司,是Illustrator的主要竞争对手. |
| 214 | The FTC was pretty | 公平贸易委员会很漂亮 |
| 215 | militant back then, and forced Adobe to sell Freehand back and banned it from buying the | 当时好战分子强迫Adobe卖回Freehand 并禁止它购买 |
| 216 | decade. | 十几岁 |
| 217 | So Adobe simply waited like a predator stalking its prey. | 所以阿多比只是像捕食者一样 跟踪猎物 |
| 218 | Freehand eventually landed | 弗里汉德最终降落 |
| 219 | 一个叫Macromedia的公司 | |
| 220 | And in 2005, one year after that ban expired, they bought them | 在2005年,在禁令到期一年后,他们买了 |
| 221 | outright for $3.4 billion and shut Freehand down for good. | 直接用34亿美元 永远关闭弗里汉德 |
| 222 | Its last serious rival in Illustration | 它在说明中最后的对手 |
| 223 | was simply erased from existence. | 被从存在中抹去 |
| 224 | 同样的交易也给了Adobe Flash和Dreamweaver, | |
| 225 | the tools the early internet was practically built on, extending its grip from design onto | 早期互联网实际上已经建立起来的工具,将它从设计到设计的范围扩大到 |
| 226 | the web itself. | 网络本身。 |
| 227 | If you remember the internet games you'd play on a browser in the CD and floppy | 如果你记得互联网游戏 你会在CD和软盘的浏览器上玩 |
| 228 | 磁盘时代,那是所有的 Adobe Flash。 | |
| 229 | One by one, the rival was vanished and Adobe became the | 一个接一个,对手消失了,阿多比成为了 |
| 230 | standard. | 标准。 |
| 231 | It was taught in every school and demanded on every job listing. | 每所学校都教它,并要求列出每一份工作清单。 |
| 232 | You've used | 你用过 |
| 233 | Adobe's tools because of what they did back then. | Adobe的工具 因为他们当时所做的。 |
| 234 | That's the whole game and all the tech giants did | 这是整个游戏 和所有的技术巨头所做的 |
| 235 | it in their own ways. | 以他们自己的方式。 |
| 236 | Then once they transitioned to a subscription model, like your landlord | 然后,一旦他们过渡到一个订阅模式, 就像你的房东 |
| 237 | charging higher and higher rent, Adobe started cranking the handle. | Adobe开始操纵手柄。 |
| 238 | Year after year, the cost | 年复一年,费用 |
| 239 | jumps upward. | 跳起来。 |
| 240 | Adobe took its flagship plan, the $59.99 a month creative cloud that included nearly | Adobe采取了它的旗舰计划, 每月59.99美元 创意云包含近乎 |
| 241 | everything and started trying to move people onto pricier new tiers and raising some plans by as | 并开始尝试把人们推向 更尖端的新层次 并提升一些计划 |
| 242 | much as 50%. | 高达50%。 |
| 243 | The photography plan that cost $9.99 per month increased to $14.99. | 每月花费9.99美元的摄影计划增加到14.99美元. |
| 244 | Their justification | 理由 |
| 245 | though made it even worse. | 却让事情更糟 |
| 246 | They'd stuffed their apps full of the AI called Firefly and now everyone | 他们把应用程序装满了叫做萤火虫的AI,现在所有人都填满了 |
| 247 | would pay for them. | 将支付他们。 |
| 248 | A massively upvoted Reddit post described it as Adobe's AI tax. | 大量高票的Reddit文章将其描述为Adobe的AI税. |
| 249 | Then if you | 狦 |
| 250 | made it through the dark pattern and demoted to the standard plan to save money, Adobe cuts | 通过黑暗的图案 降级到标准计划 节省钱,阿多比削减 |
| 251 | your monthly AI credits from 1000 to 25, a 97.5% reduction. | 您的月AI信用从1000到25, 减少97.5%。 |
| 252 | Pay more for AI you never asked for or | 你从不要求的人工智能多付点钱 |
| 253 | pay less for a crippled version of the software you already had. | 一个残废的软件版本的价钱更低 |
| 254 | Then there's the intensification | 然后是强化 |
| 255 | of the software itself. | 软件本身。 |
| 256 | Just like the scrappy new built houses in your neighbourhood, the clothes | 就像你附近破旧的新房子 衣服 |
| 257 | you wear and the other things that you love, the big 2025 releases of Photoshop fell well short of | 你穿和其他你喜欢的东西, 2025年的大发行 照片店远远没有 |
| 258 | the line. | 线条。 |
| 259 | Premiere Pro was especially a buggy mess, but this isn't the end of Adobe's galling | Profirmee Pro是特别的杂乱无章, 但这不是结束 阿多比的胆量 |
| 260 | story. | 故事的情节。 |
| 261 | Now comes its incredibly satisfying reckoning. | 现在来它令人难以置信的满意的计算。 |
| 262 | Because in 2024, they went one step too | 因为2024年,他们也走了一步 |
| 263 | far and put users' work on the table. | 将用户的工作放在桌面上。 |
| 264 | A mandatory update to its terms granted the company permission | 强制性更新公司许可的条件 |
| 265 | to access your content through both automated systems and human review. | 通过自动系统和人文审查访问您的内容。 |
| 266 | The reaction was | 反应是 |
| 267 | A single post breaking down the new terms has 12 million views to date and Adobe went back on | 一个打破新条款的帖子 至今为止有1200万的浏览量 而Adobe继续 |
| 268 | its word saying it wouldn't now use personal work to train AI. | 它说它现在不用个人工作来训练AI |
| 269 | Creators remained up in arms for months. | 造物主数月不动 |
| 270 | Last week Adobe updated their Creative Cloud terms of service and boy did it not go well. | 上周Adobe更新了他们的创意云服务条款, |
| 271 | They changed | 他们变了 |
| 272 | the terms of service of their stock photo service by rolling out Firefly retroactively to make it | 通过追溯推出萤火虫公司 提供库存照片服务的条件 |
| 273 | okay for them to use that content in their training data because the trust is gone and you can't just | 让他们在训练数据中使用这些内容,因为信任已经消失,你不能就这样 |
| 274 | get it back. | 把它拿回来。 |
| 275 | Truth be told, it didn't affect Adobe much immediately because they owned the land. | 说实话,这并没有立即影响阿多贝,因为他们拥有土地. |
| 276 | But like every single empire on this planet that has fallen, the cracks began to form. | 但如同这个星球上每一个已经衰落的帝国,裂缝开始形成. |
| 277 | It started with a strong new challenger in Figma. | 开始于菲格玛一个强大的新挑战者. |
| 278 | Adobe reached for the usual tactic and agreed to | Adobe用惯用的战术,同意 |
| 279 | buy it for 20 billion dollars in 2022. | 2022年以200亿美元收购. |
| 280 | One of the biggest software takeovers ever attempted. | 最大的软件收购尝试之一。 |
| 281 | The CEO then went on CNBC to make the case that there was nothing here to worry about. | 首席执行官随后前往CNBC,以证明这里没有什么可担心的. |
| 282 | I don't see anything that's that would make it so that the myriad competitors would be | 我没有看到任何能让 无数的竞争者成为 |
| 283 | disenfranchised if you merged. | 如果你合并的话,是被剥夺权利的。 |
| 284 | Don't you have to say look the market is so big that this would not | 你不必说,看看市场这么大,不会这样 |
| 285 | hurt it? | 伤害它? |
| 286 | He gave that question a buzzword stuffed answer. | 他给那个问题一个热门的答案 |
| 287 | What we are seeing is really this confluence | 我们所看到的就是这种交汇 |
| 288 | of creativity and productivity and when you think about it like that it's like every tech company | 创造力和生产力 当你这样想的时候 就像每一个科技公司 |
| 289 | whether you have a platform and it's companies like Microsoft or Google or Apple or Meta, | 无论你是否有一个平台 它的公司如微软或谷歌或苹果或Meta, |
| 290 | every surface that exists whether that's a web browser whether that's a mobile device whether | 无论它是网络浏览器还是移动设备 |
| 291 | that's a desktop we want to take the ability for what Figma has done with respect to creative | 这是台式电脑 我们想用它的能力 来创造力 |
| 292 | collaborative software on the web combine that with what Adobe has done in our creative and | 网络上的合作软件结合了Adobe在我们创造和 |
| 293 | make it even more accessible for others. | 使他人更容易获得。 |
| 294 | But it wasn't to be. | 但其实不是 |
| 295 | This time Adobe failed. | 这一次Adobe失败了. |
| 296 | So that deal was scrapped as regulators they raised concerns about it eliminating competition | 因此,交易被废除 作为监管者 他们提出关注 消除竞争 |
| 297 | removing Figma as a threat to Adobe. | 把菲格玛除去 作为对阿多比的威胁 |
| 298 | Regulators in the US, UK and EU lined up to block it. | 美国,英国和欧盟的监管者排队封锁. |
| 299 | The deal then collapsed at the end of 2023 and Adobe had to hand Figma one billion dollars for | 交易于2023年底破裂,阿多贝不得不交出法格玛10亿美元 |
| 300 | nothing at all. | 什么都没有。 |
| 301 | Figma actually used that money to help itself go public. | 法格玛实际上用这笔钱来帮助自己公开. |
| 302 | It was like when Rome | 就像罗马的时候 |
| 303 | marched into Germania lost three entire legions in the trees and then just gave up conquering | 进军日耳曼尼亚 在树上失去了三个军团 然后放弃了征服 |
| 304 | it for good. | 永远 |
| 305 | The second blow was Canva who bought Affinity which is like Photoshop and made it free. | 第二个打击是坎瓦,他买了Affinity 这就像Photoshop,并让它自由。 |
| 306 | More than a million people signed up in under a week. | 不到一周就有超过100万人报名. |
| 307 | Blackmagic's DaVinci Resolve had already | 黑魔王的DaVinci决心已经 |
| 308 | done the same thing to Premiere on the video side but the third blow would be bigger than Adobe. | 视频方面对Premiore做了同样的事情 但第三次打击会比Adobe大 |
| 309 | Think about what Adobe really does. | 想想Adobe到底做了什么 |
| 310 | They make difficult things like editing images or making | 他们做一些困难的事情,比如编辑图像或制作 |
| 311 | movies possible but not easy and to their credit before they started ill treating their users they | 在他们开始虐待用户之前, |
| 312 | genuine creativity but now generative AI has started to drain that skill scarcity away. | 真正的创造力,但现在基因化的人工智能 已经开始使技能匮乏的状态消失。 |
| 313 | When you can create media with the click of a button software that makes hard stuff easier but | 当您可以使用按钮软件的点击创建媒体时,该按钮软件可以使硬件更容易操作,但是 |
| 314 | still requires skill to operate is just a dying breed. | 仍然需要操作技能 只是一个垂死的品种。 |
| 315 | 微软、NVIDIA、Google和Meta没有 | |
| 316 | have that issue because they didn't depend on the creative industries that Adobe does | 问题不在于Adobe的创意产业 |
| 317 | and with some poetic justice Adobe's own AI pretty much started killing Adobe's own business. | 和一些诗人正义 Adobe自己的AI 几乎开始杀死 Adobe 自己的生意。 |
| 318 | Firefly lets people generate images from Adobe stock images instead of buying them and they can | 萤火虫让人们从 Adobe 库存图像生成图像 而不是购买它们,他们可以 |
| 319 | be really really expensive so customers did exactly that. | 非常昂贵 所以顾客就是这么做的 |
| 320 | They started cannibalizing themselves by | 他们开始自食其力 |
| 321 | joining the AI race and being one of the only companies not to make money out of it. | 加入AI赛事,成为唯一不赚钱的公司之一. |
| 322 | By plugging | 通过插入 |
| 323 | their AI like mad they effectively contributed to their own redundancy and that's exactly what the | 他们的AI像疯狂 他们有效地贡献了他们自己的冗余 这正是什么 |
| 324 | market has worked out. | 市场已经解决了。 |
| 325 | Adobe's shares had peaked near $700 at the end of 2021 but by the spring of | Adobe的股票在2021年底达到顶峰,接近700美元,但到了春天 |
| 326 | 2026 they had fallen roughly 65% from that high trading near a $200. | 2026年,他们从高额交易中 下跌了约65% 接近200美元。 |
| 327 | It's down this year it's down | 今年已经下山了 |
| 328 | over the last five years and even some big asset managers who used to support it have now abandoned | 过去五年来,甚至一些曾经支持它的大型资产管理人现在都放弃了 |
| 329 | ship. | 飞船 |
| 330 | Adobe posted record revenue of $23.8 billion in 2025 but the stock was being walked to the | Adobe在2025年创下238亿美元的收入纪录, |
| 331 | gallows anyway because no one sees its future and finally even if Adobe survives all of this | 不管怎么说,因为没有人看到它的未来 即使Adobe活了下来 |
| 332 | it may have already lost the one thing it could always count on. | 它可能已经失去了它永远可以指望的东西。 |
| 333 | Its tools have become so expensive | 它的工具变得如此昂贵 |
| 334 | so bloated so openly contemptuous of the people using them that these people are actually just | 如此膨胀 如此公然蔑视 使用他们的人, 这些人实际上只是 |
| 335 | starting to leave altogether. | 开始完全离开。 |
| 336 | Now for years this was unthinkable there was nowhere to go | 多年来,这是不可思议的,没有地方可去 |
| 337 | now there's everywhere and here's the part that should scare every company watching their downfall. | 现在到处都是,这里的部分 应该吓唬所有公司 看着他们的倒闭。 |
| 338 | When Microsoft and Meta hit trouble AI was their bailout. | 当微软和Meta碰到麻烦时 AI就是他们的救赎 |
| 339 | Whether it's a bubble or not | 无论是不是泡泡 |
| 340 | AI has been like a magnet for money and tech. | AI一直像磁铁 钱和技术。 |
| 341 | For Adobe AI is the opposite it's the angry guy | 对Adobe AI来说相反的是那个生气的家伙 |
| 342 | kicking the door in. | 踢门进去。 |
| 343 | There is no AI bailout coming this time because AI is the one holding the axe | 这次没有AI的救赎 因为AI是握着斧头的 |
| 344 | so while they're bigger today than at any point in their history it's also closer to the edge than | 所以当它们今天比历史上任何时间都大的时候 也比现在更接近边缘 |
| 345 | it has been in decades and if it does go over it'll teach every other company the same lesson. | 它已经几十年了,如果它真的过去, 它会教给其他公司同样的教训。 |
| 346 | You can squeeze your customers as hard as you like. | 你可以把顾客挤得随心所欲 |
| 347 | You can let the product rot, hike the price, | 你可以让产品腐烂,提高价格, |
| 348 | rent people back the things they used to own. | 租人回他们以前拥有的东西。 |
| 349 | Whether you're selling software or streaming or | 不管是卖软件还是流媒体 |
| 350 | printers or cars or chocolate bars you can get away with all of it for years. | 打印机、汽车、巧克力棒 都用好几年了 |
| 351 | But the moment real | 但那一刻是真的 |
| 352 | competition comes back and there's no AI bailout to save you, you can lose everything. | 竞争又来了,没有AI的救赎来救你,你可以失去一切. |
| 353 | But Adobe | 不过阿多比 |
| 354 | is in the minority and when you look around you the same thing is happening everywhere. | 当你环顾四周时 到处都是同样的事情 |
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