Apple’s HomeView is just the latest threat to online recipe writers

本文为原文前 6,000 字符的节选翻译，完整内容请查看原文。

Apple’s HomeView is just the latest threat to online recipe writers. Its simplified, hands-free instructions strip out much of what’s essential to online recipes.

Apple 的 HomeView 只是在线食谱作者面临的最新威胁。其简化的免提指令剔除了在线食谱中许多至关重要的内容。

When Apple revealed the HomeView to the world, it did so with an unusual ad for the company: Instead of pristine, polished tech in immaculate rooms, it’s a three-minute look at the messy, frantic morning routine of a family of five. Apple’s new smart display sits in the center of the chaos on the kitchen table, helping the family check their calendars, send messages, and pull up a French toast recipe in seconds, with simple, step-by-step instructions.

当苹果向世界展示 HomeView 时，它采用了一则不同寻常的广告：画面中没有一尘不染的房间里精致、光鲜的科技产品，而是花了三分钟展示一个五口之家混乱、忙碌的早晨。苹果这款新的智能显示屏放置在厨房餐桌混乱的中心，帮助这家人查看日历、发送信息，并能在几秒钟内调出法式吐司食谱，提供简单的分步说明。

The HomeView is just the latest in a long line of websites, browser extensions, and smart home gadgets with the same promise: that it can take an online recipe and strip it down to the essentials. Instead of scrolling a lengthy webpage that might range from helpful cooking instructions to seemingly irrelevant personal anecdotes, with the recipe itself way down at the bottom, you simply get ingredient lists, cooking instructions, and timers, all navigable hands-free with voice controls and Siri AI.

HomeView 只是众多网站、浏览器扩展程序和智能家居设备中最新的一款，它们都承诺能将在线食谱精简为核心内容。你无需再滚动浏览冗长的网页——这些网页的内容可能从实用的烹饪说明到看似无关的个人轶事应有尽有，而食谱本身却在页面最下方——你只需获得配料表、烹饪说明和计时器，所有这些都可以通过语音控制和 Siri AI 免提操作。

The problem is that converting a recipe into easy-to-follow instructions in Apple’s own format also strips it of its context, including the ads and affiliate links that many recipe writers rely on for their income. Recipes may often be free to read, but they’re not free to create, and solutions like Apple’s remove the main ways websites and writers recoup those costs.

问题在于，将食谱转换为苹果自有格式的简易说明，也剥离了其背景信息，包括许多食谱作者赖以生存的广告和联盟链接。食谱阅读起来通常是免费的，但创作它们并非免费，而像苹果这样的解决方案消除了网站和作者收回这些成本的主要途径。

The online recipe landscape is a diverse place. Behemoths like Allrecipes and NYT Cooking host tens of thousands of recipes each, some from professional chefs and others from home cooks. Countless dedicated food publications run original recipe content, and thousands of independent chefs produce their own, across blogs, newsletters, YouTube accounts, and TikTok pages.

在线食谱领域是一个多元化的世界。像 Allrecipes 和 NYT Cooking 这样的巨头各自拥有数以万计的食谱，其中一些来自专业厨师，另一些则来自家庭厨师。无数专门的美食出版物发布原创食谱内容，成千上万的独立厨师通过博客、时事通讯、YouTube 账号和 TikTok 页面制作自己的食谱。

The good news for recipe writers is that Apple’s approach guarantees at least one visit to their original web page. To load a recipe onto the HomeView screen you have to first open it either on your iPhone or through Safari on the HomeView itself, ensuring you’ll see its ads at least once. That’s welcome, but for website owners it’s still a lot less valuable than the repeated ad impressions that come from someone scrolling down the page and staying on it while they cook.

对于食谱作者来说，好消息是苹果的方法保证了用户至少会访问一次他们的原始网页。要将食谱加载到 HomeView 屏幕上，你必须先在 iPhone 上或通过 HomeView 上的 Safari 打开它，这确保了你至少会看到一次广告。这固然受欢迎，但对于网站所有者来说，这仍然远不如用户在烹饪时滚动页面并停留所带来的重复广告展示价值高。

It’s not just bad for the writers, either — readers and home cooks may be missing out too. “The additional information around recipes can sometimes be really helpful when it comes to troubleshooting problems that could come up while cooking or addressing things like ingredient swaps,” says Makalintal. Apple’s simplified steps may make some recipes easier to follow, but others might become harder without crucial context included elsewhere on the page.

这不仅对作者不利，读者和家庭厨师也可能有所损失。Makalintal 说：“食谱周围的额外信息有时在解决烹饪过程中可能出现的问题或处理食材替换等事项时非常有用。”苹果简化的步骤可能使某些食谱更容易遵循，但如果没有页面其他地方包含的关键背景信息，其他食谱可能会变得更难操作。

And as common as gripes about recipe intros are, they’ve long been easy to skip if you really insist. “Nearly every food blog has a ‘jump to recipe’ button right up at the top, so you don’t actually have to scroll,” says Jaya Saxena, one of the founder-owners of the food website Ravenous. “So if you’re still out here complaining about these essays, you’re just an asshole.”

尽管对食谱前言的抱怨很常见，但如果你真的坚持，它们早已很容易跳过。美食网站 Ravenous 的创始人之一 Jaya Saxena 说：“几乎每个美食博客在顶部都有一个‘跳转到食谱’按钮，所以你实际上根本不需要滚动。所以如果你还在抱怨这些文章，那你就是个混蛋。”