Why Doesn't Anybody Copy Apple?
Apple’s products are the envy of the world. They have been amazingly successful and are widely imitated, if not copied. The minute Apple launches a product, everyone knows how to compete．This idea that the basis of competition is set by Apple and then the race is on to climb the path of improvement is unquestionable. When Apple releases a product that defines a category or dramatically changes the structure of an industry, it becomes obvious what needs to be built. But what I wonder is why everyone wants to copy Apple's products but nobody wants to copy being Apple?
I can think of two reasons. Firstly, Apple is not worth copying because it's not successful; secondly, Apple's success cannot be copied because it is a magical process.
There is a great deal of evidence for the first assumption. The idea of Apple being successful is not something reflected in its stock price. Being valued lower than the average company in the S&P（标准普尔）500 indicates that to whatever degree Apple was successful in the past, and it's not seen by the vast majority of observers as successful in the future. Why should one bother copying Apple if it results in being punished with a low valuation? If one works really hard at innovation（革新）and then that innovation becomes commoditized（商品化）very quickly, why should one bother?
When innovation practitioners are asked what makes Apple successful, the answers regarding the cause of this success border on the mythical. The fabulous part of this assumption is the " chief-sorcerer" theory of success which places one magician, like Steve Jobs, in charge of casting all the right spells．
What about Apple's own opinion of what makes it tick? Tim Cook refers to a great team and integration（一体）of hardware, software and services as unique Apple advantages. It's a better explanation. Integration is something that can take a long time, but it is possible with great effort. A few companies are starting to make moves in that direction, but efforts are half-hearted. There is no "move the Earth" feeling to become an integrated company from Samsung, Google or Microsoft.
My own suspicion is that Apple is more aware of what makes it special than it lets out. However, as Tim points out, it's not a formula. It's complex, it's subtle, but it's not magic. It's a process that requires a degree of faith and courage.When a new product of Apple comes out, often it _________.
| A．ruins an industry dramatically |
| B．puts itself in an unbeatable position |
| C．starts a revolution of an industry |
| D．is soon overtaken by imitated products |
According to the passage, other companies don't "copy being Apple" because_________.
| A．Apple is not a successful company |
| B．they have no access to relevant resources |
| C．it's hard to find a magician like Steve Jobs |
| D．being Apple takes more than time and efforts |
We can infer from Para. 5 that _________.
| A．other companies are dedicated to integration |
| B．Apple itself is fully aware of its unique advantages |
| C．Apple will hold the leading position in this industry |
| D．other companies don't have an extraordinary team as Apple does |
What does the author think of Tim Cook's statement?
| A．Neutral. | B．Disappointing. | C．Indifferent. | D．Acceptable. |
CONFUCIUS would be happy if he lived in the modern world. He would see his works and philosophies still popular among teenagers even though they speak Internet slang (网络语言), like PK, PLMM and GG.
In Changzhou No 2 Middle School, Jiangsu, all Senior 1 students now take a course in "Lun Yu" (The Analects of Confucius, 《论语》), once a week. The school aims to improve students' appreciation of the Confucian heritage as well as ancient Chinese civilization.
"Students' attendance in this course will account for 30 percent of their Chinese score on the final exam. This reward encourages their interest in the course, which is difficult but full of wisdom," said Cao Yongzhong, a Chinese teacher at the school.
It won't be easy for students to enjoy The Analects of Confucius in ancient Chinese as they have so many other subjects to learn and exams to prepare for.
Cheng Yun, 17, didn't like the "additional burden" at first, but now it turns out to be a course that she looks forward to.
"I thought it would take up my time for homework, but it doesn't. Confucius' sentences are short and concise (精炼的). I even use some of his wise sayings in my compositions, which makes my writing more persuasive," Cheng said.
Despite the fact that all students are required to learn some chapters of the book when in junior school, they may be too young to understand the truths revealed by Confucius.
"Although I prefer the language we use nowadays to Confucius', 'The master said' in the book does help me shape my personality," said Zhang Junzhuo, 17.
Here are some of Confucius' sayings. See if you can figure out to which sentences they are in "The Analects of Confucious":
• Learning without thought is labour lost; thought without learning is perilous.
• The superior man is modest in his speech, but exceeds in his actions.
• The gentle man is open and at ease; the mean man is full of worries and anxieties.
• Don't do to others what you would not want done to yourself.
• The mechanic who wishes to do his work well must first sharpen his tools. Which do you think is the best title for this passage?
| A．Difficult But Interesting | B．“Confucius Says” Into Classes |
| C．I Appreciate Lun Yu | D．The Analects of Confucius |
What does the phrase “account for” in paragraph 3 mean?
| A．To explain why something happens. |
| B．To form a particular amount or part of something. |
| C．To tell the number of something. |
| D．To work out something. |
What can we infer from the passage?
| A．Students can easily enjoy the ideas in Lun Yu. |
| B．You’ll get 30 marks from learning Lun Yu. |
| C．Learning “Lun Yu” is an additional burden to students, as they have so many other subjects to learn and exams to prepare for. |
| D．The No. 2 Middle School stress that students should enjoy ancient Chinese civilization. |
Tips for developing an exercise plan for your brain
You know that eating a sensible diet and getting plenty of exercise help your body healthy and strong. But did you know that there are ways to make your brain healthier and smarter?
Studies show that when the brain is compelled to do something new, it creates new neural pathways（神经通路）. The more pathways you have, the faster you can think and the better memory you will have.
Ten steps toward a smarter brain
Limit your TV time
Watching an average TV show requires very little brain power and brings the same result as neglecting physical exercise. Your brain will become weak just as your muscles do. If you watch TV, choose something educational and informative.
Travel
Traveling to a new country forces you to see and do things in a new way, providing stimulation（刺激） to the brain.
Learn a new language
Acquiring a new language involves different learning methods. Learning a language sharpens your brain and helps prevent memory problems in later years.
Master a new subject
Each week, select an animal, a bird or a fish, and read everything you can about it. Stretch （最大限度利用）your brain as you become an expert on the subject.
Use your non-dominant hand
If you are right-handed, use your left hand for everyday activities, or use your right hand if you are left-handed. Doing familiar things in a new way will cause your brain to create new neural networks.
Read often
As you read, take the time to look up people or places that aren’t familiar. Reading expands your vocabulary if you search for words and definitionsthat you don’t know.
Do puzzles
According to the Mayo Clinic, doing sudoku and crossword puzzles keeps the brain sharp into your senior years.
Calculate while you shop
As you put things in your grocery cart, total everything in your head. See how much close you get to the actual total.
Play video games
Studies have found that certain video games force you to use critical decision-making skills and can even improve students’ math scores.
Tweet!（推特，类似中国的微信）
Read messages from people who represent a wide range of interests. And some say that learning to express yourself in just 140 characters is a great brain challenge!
So get in the habit of challenging your brain, and make yourself smarter!What’s the main idea of the passage?
Get in the habit of learning something new
Develop an exercise plan
Make Your Brain Smarter
Tips to make yourself healthierWhat does the underlined word “compelled” mean?
| A．requested | B．allowed |
| C．completed | D．forced |
What can we learn from the passage?
| A．Educational and informative TV shows are helpful to limit your TV time. |
| B．Doing sudoku and crossword puzzles may make you confused. |
| C．Playing certain video games may help you sharpen your mind. |
| D．Writing short messages often can also make you healthier . |
When a tornado touched down in a small town nearby, many families were left completely destroyed. Afterward all the local newspapers carried many human-interest stories featuring some of the families who suffered the hardest.
One Sunday, a particular picture especially touched me. A young woman stood in front of an entirely shattered mobile home, a depressed expression twisting her features. A young boy, seven or eight years old, stood at her side, eyes downcast. Clutching (紧握) at her skirt was a tiny girl who stared into the camera, eyes wide with confusion and fear.
The article that went with the picture gave the clothing sizes of each family member. With growing interest, I noticed that their sizes closely matched ours. This would be a good opportunity to teach my children to help those less fortunate than themselves. I taped the picture of the young family to our refrigerator, explaining their difficulty to my seven-year-old twins, Brad and Brett, and to three- year-old Meghan.
“We have so much. And these poor people now have nothing,” I said. “We’ll share what we have with them.”
I brought three large boxes down from the room upstairs and placed them on the living room floor. Meghan watched seriously, as the boys and I filled one of the boxes with canned goods and foods. While I sorted through our clothes, I encouraged the boys to go through their toys and donate some of their less favorite things. Meghan watched quietly as the boys piled up discarded toys and games.
“I’ll help you find something for the little girl when I’m done with this,” I said.
The boys placed the toys they had chosen to donate into one of the boxes while I filled the third box with clothes. Meghan walked up with Lucy, her worn, faded, much-loved rag doll hugged tightly to her chest. She paused in front of the box that held the toys, pressed her round little face into Lucy’s flat, painted-on-face, gave her a final kiss, then laid her gently on the top of other toys.
“Oh, Honey,” I said “You don’t have to give Lucy. You love her so much.”
Meghan nodded seriously, eyes glistening with held-back tears. “Lucy makes me happy, Mommy. Maybe she’ll make that other little girl happy, too.”
Swallowing hard, I stared at Meghan for a long moment, wondering how I could teach the boys the lesson she had just taught me. For I suddenly realized that anyone can give their cast-offs away. True generosity is giving that which you value most.
Honest benevolence (善行) is a three-year-old offering a valuable, though shabby, doll to a little girl she doesn’t know with the hope that it will bring this child as much pleasure as it brought her. I, who had wanted to teach, had been taught.
The boys had watched, open-mouthed, as their baby sister placed her favorite doll in the box. Without a word, Brad rose and went to his room. He came back carrying one of his favorite action figures. He hesitated briefly, clutching the toy, then looked over at Meghan and placed it in the box next to Lucy.
A slow smile spread across Brett’s face. Then he jumped up, eyes twinkling as he ran to fetch some of his prized Matchbox cars.
Astonished, I realized that the boys had also recognized what little Meghan’s gesture meant. Swallowing back tears, I pulled all three of them into my arms.
Taking the cue from my little one, I removed my old jacket from the box of clothes. I replaced it with the new hunter green jacket that I had found on sale last week. I hoped the young woman in the picture would love it as much as I did.
It’s easy to give that which we don’t want any more, but harder to let go of things we cherish, isn’t it? However, the true spirit of giving is to give with your heart.Why does the author give a detailed description of a particular picture in the Sunday newspaper?
| A．To create an atmosphere of fear and depression brought by the tornado. |
| B．To call on unconcerned people to donate for the poor families. |
| C．To show the helplessness and hopelessness of the family mentioned in the paper. |
| D．To make known what touched her and made her decide to help the hopeless family. |
Why did Brad and Brett also donate their favorite things finally?
| A．They were encouraged to donate some valuable things by the mother. |
| B．Meghan’s decision inspired them to donate their favorite things. |
| C．They also wanted to show generosity by giving away their valuable things. |
| D．Meghan’s gesture reminded them to replace their favorite things with new ones. |
By “swallowing hard”, the writer means that ______.
| A．she was deeply puzzled by what the little girl did |
| B．she had trouble persuading Meghan not to give away Lucy |
| C．she was greatly moved by Meghan’s unexpected decision |
| D．she was uncertain what results Meghan’s action would bring about |
It is suggested in the sentence “the true spirit of giving is to give with your heart” that ______.
| A．sincere donation means offering help to others whole-heartedly |
| B．true giving means giving others what you treasure most |
| C．true generosity means helping others at the cost of your own benefit |
| D．honest benevolence means devoting yourself to the career of donation |
What’s the best title for this passage?
| A．The Greatest Love | B．A Beautiful Heart |
| C．True Generosity | D．A Precious Gift |
High-quality customer service is preached (宣扬) by many, but actually keeping customers happy is easier said than done.
Shoppers seldom complain to the manager or owner of a retail store, but instead will warn their friends, relatives, co-workers, strangers—and anyone who will listen.
Store managers are often the last to hear complaints, and often find out only when their regular customers decide to frequent their competitors, according to a study jointly conducted by Verde Group and Wharton School.
“Storytelling hurts retailers and entertains consumers,” said Paula Courtney, President of the Verde Group. “The store loses the customer, but the shopper must also find a replacement.”
On average, every unhappy customer will complain to at least four others, and will no longer visit the specific store. For every dissatisfied customer, a store will lose up to three more due to negative review. The resulting “snowball effect” can be disastrous to retailers.
According to the research, shoppers who purchased clothing experienced the most problems. Ranked second and third were grocery and electronics customers.
The most common complaints include filled parking lots, cluttered (塞满了的) shelves, overloaded racks, out-of-stock items, long check-out lines, and rude salespeople.
During peak shopping hours, some retailers solved parking problems by getting moonlighting (业余兼职的) local police to work as parking attendants(服务员). Some hired flag wavers to direct customers to empty parking spaces. This guidance rid the need for customers to circle the parking lot endlessly, and avoided conflict between those eyeing the same parking space.
Retailers can relieve the headaches by redesigning store layouts(布局), pre-stocking sales items, hiring speedy and experienced cashiers, and having sales representatives on hand to answer questions.
Most importantly, salespeople should be diplomatic(外交手腕的) and polite with angry customers.
“Retailers who’re responsive and friendly are more likely to smooth over issues than those who aren’t so friendly,” said Professor Stephen Hoch. “Maybe something as simple as a greeter at the store entrance would help.”
Customers can also improve future shopping experiences by filing complaints to the retailer, instead of complaining to the rest of the world. Retailers are hard-pressed to improve when they have no idea what is wrong.Why are store managers often the last to hear complaints?
| A．Most customers won’t take the trouble to complain even if they have had unhappy experiences. |
| B．Customers would rather tell their unhappy experiences to people around them. |
| C．Few customers believe the service will be improved. |
| D．It’s difficult for customers to get in touch with store managers. |
What does Paula Courtney imply by saying “…the shopper must also find a replacement” (Para. 4)
| A．New customers must replace old ones. |
| B．It is not likely the shopper can find the same products in other stores. |
| C．Most stores provide the same kind of service. |
| D．Not complaining to the manager causes the shopper some trouble too. |
Shop owners often hire moonlighting police as parking attendants so that shoppers________.
| A．can stay longer buying goods in the store |
| B．can park their cars without trouble |
| C．won’t have any worries about safety |
| D．can find their cars easily after shopping |
What contributes most to smoothing over issues with customers?
| A．Manners of the salespeople. |
| B．Hiring of efficient employees. |
| C．Huge supply of goods for sale. |
| D．Design of store layout. |
To achieve better shopping experiences, customers are advised to ________.
| A．put pressure on stores to improve their service |
| B．settle their arguments with stores in a diplomatic way |
| C．voice their dissatisfaction to store managers directly |
| D．shop around and make comparisons between stores |
About five years ago, an American electrical engineer named Scott Brusaw and his wife Julie came up with the idea of putting solar panels (控制板) on the ground rather than the roof. Then they began to develop the Solar Roadway. The Solar Roadway is an intelligent road that provides clean renewable energy using power from the sun while providing safer driving conditions, along with power and data delivery. They predict that the Solar Roadway will pay for itself through the generation of electricity along with other forms of income and that the same money that is being used to build and resurface current roads can be used to build the Solar Roadways.
Each Solar Road Panel measures roughly 4 meters by 4 meters and contains a microprocessor (微处理器) that monitors and controls the panel, while communicating with neighboring panels and the vehicles traveling overhead. The inventors suggest that this provides a communications device every 4 meters on every road which could be used for example to warn drivers of cars which are moving across a centre line and various other speed control problems. The top of the Solar Road panels is made of super-strong glass that would offer vehicles the tractions (抓地力) they need.
According to the inventors, the Solar Roadway creates and carries clean renewable electricity and therefore electric vehicles can be recharged at any conveniently located rest stop, or at any business that has paved Solar Road Panels in their parking lots.
The inventors say their Solar Roadway has many functions and advantages from main roads to driveways, parking lots, bike paths, sidewalks and runways. The Federal Highway Administration has given Brusaw ＄100,000 to develop the invention and Brusaw hopes to build a smart-road parking lot in the coming spring .In the inventors’ opinion, the Solar Roadway .
| A．is too expensive to build at present |
| B．costs no more money than current roads |
| C．can provide as many data as present computers |
| D．will bring them a large sum of money |
The underlined word “they” in Paragraph 2 refers to.
| A．the panels | B．the inventors | C．the researchers | D．the vehicles |
The Solar Roadway includes all the following advantages except .
| A．providing safer driving conditions |
| B．helping drivers communicate with each other while driving |
| C．creating and carrying clean renewable electricity |
| D．warning drivers of various speed control problems |
It can be inferred from the text that .
| A．the Solar Roadway has already been put into use |
| B．＄100,000 is only enough to build a smart-road parking lot |
| C．the Solar Roadway is not available for gas-powered cars |
| D．future electric vehicles can be charged anytime and anywhere |
What can be the best title for the text?
| A．Solar-powered smart road of the future |
| B．The great changes on the roadway |
| C．The influence the Solar Roadway has on people |
| D．The Solar Road—a much faster road |