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. |
Dear Betty,
My roommate’s family wants me to celebrate Thanksgiving Day with them in their home. I accepted the invitation, and I’m excited about going, but I’m a little nervous about it, too. The social customs in my country are different from those here, so I’m a little worried about making mistakes.
Should I bring a gift, such as candy or flowers? Should I arrive on time or a little late? At the dinner table, how can I know which fork or knife to use? How can I let the family know that I’m thankful for their kindness?
Yours,
Knowing Nothing
Dear Knowing Nothing,
It’s a good idea to bring a gift when you go to a dinner party. Flowers are always welcome, or you can bring a bottle of wine if you know the family drink it.
You should arrive on time or five to ten minutes late. Don’t get there early. If you are going to be more than fifteen minutes late, you should call and tell them.
Try to relax at the dinner table. If you don’t know how to use the right fork, knife or spoon, just watch the other guests, and follow them. If you still have no idea of what to do, don’t be shy about asking the person next to you; it’s better to ask them than to be silently uncomfortable and nervous.
If you like the food, say so. Of course, you’ll thank the host and hostess for the meal and for their kindness. It’s also a good idea to send a card to thank them the day after.
Yours,
Betty Knowing Nothing wrote a letter to Betty to _____.
| A．tell Betty some good news | B．ask for some advice |
| C．answer some questions | D．invite her to dinner |
According to Betty, Knowing Nothing ______ when going to a dinner party.
| A．can only bring some flowers |
| B．can’t bring wine |
| C．should arrive on time or five to ten minutes late |
| D．should arrive twenty minutes late |
Betty does NOT advise Knowing Nothing to _____.
| A．relax at the dinner table | B．watch the other guests |
| C．ask the person beside him | D．keep silent at table |
One night last February, a seventeen-year-old Duffy drove home along a winding road, he saw a strange light thrown against the tree. “I knew it wasn’t the moon”, he said. “I drive this road all the time and I notice little things out of place.”
Duffy stopped his car and got out to examine. Below him far down in the deep valley lay a broken car with its headlights on. Thirty minutes earlier, a man had driven off the edge of the road, which has no guardrail. His car fell and rolled end over end, landing on its top more than two hundred feet below.
Duffy rushed to call for help, then returned and got down to reach the injured driver. Snow covered the valley and the temperature was below freezing. After struggling back up the cliff, Duffy took off his jacket and shirt and wrapped the injured man in time, along with the blankets from his car.
Life-saving deeds are starting to become usual action for Duffy, the oldest of seven children. When he was 12, he saved his ten-year-old brother from drowning. Two years ago, his three-year-old sister ate rat poison, and Duffy cleaned out her mouth, make her drink milk to protect her stomach and called doctors.
“We have tried to teach the children good values, and it looks like we have got some reward for it.” His father says. The strange light came from ________.
| A．The bright moon. | B．Duffy’s car. |
| C．The broken car in the valley | D．an unknown place |
The phrase” landing on its top” means the car lay_________.
| A．on the top of the cliff | B．with its wheels upward |
| C．with its head upward | D．on the road as usual |
From the above article, we can see Duffy has saved ________ at least.
| A．two | B．three | C．four | D．five |
“We have tried to teach the children good values” may probably mean Duffy’s parents often tell their children_________.
| A．to help people in danger | B．how to save people’s lives |
| C．to remember the value of the car | D．how to do business |
This is a true story from Guyana. One day, a boy took a piece of paper from a box. He made a paper ball and pushed it into his nose. He couldn’t get it out. He ran crying to his mother. His mother couldn’t get the paper out, either. A week later, the paper was still in the boy’s nose. His nose began to have a bad smell.
So his mother took the boy to a hospital. The doctor looked up at the child’s nose, but she couldn’t get the paper out. She said she had to cut the boy’s nose to get the paper out.
The boy’s mother came home looking sad. She didn’t want her child to have his nose cut. The next day she took the boy to her friend Sidney who lived in a house with an old lady called May. May wanted to see the child, so the child let her look up his nose.
“Yes, I can see it,” May said. “It will be out soon.”
As she spoke, she shook some black pepper on the child’s nose. The child gave a mighty sneeze and the paper flew out. His mother was surprised. May told his mother to take the boy to the seaside for a swim, for the salt water would go up his nose and stop the bad smell.
So the lucky boy didn’t have to go to the hospital to have his nose cut. After the boy pushed a paper ball into his nose, ____.
| A．he took it out | B．his mother took it out |
| C．he did nothing but cry | D．he tried to take it out but failed |
The paper ball stayed in the boy’s nose for ____.
| A．at most seven days | B．less than seven days |
| C．more than seven days | D．exactly seven days、 |
Which of the following is TRUE?
| A．The doctor helped to take the paper ball out of the boy’s nose. |
| B．May succeeded in taking the paper out. |
| C．The boy’s mother found some black pepper to solve the problem. |
| D．The boy had to have his nose cut at last. |
The boy should be taken to the seaside for a swim because ____.
| A．he needed to learn to swim |
| B．the sea water would stop the bad smell of his nose. |
| C．the sea water would wash out the paper ball. |
| D．he needed a rest |
The clock struck eleven at night. The whole house was quiet. Everyone was in bed except me. Under the strong light, I looked sadly before me at a huge pile of that troublesome stuff they call “books”.
I was going to have my examination the next day. “When can I go to bed?” I asked myself. I didn’t answer. In fact I dared not.
The clock struck twelve. “Oh, dear!” I cried. “Ten more books to read before I can go to bed!” We pupils are the most wretched creatures in the world. Dad does not agree with me on this. He did not have to work so hard when he was a boy.
The clock struck one. I was quite desperate now. I forgot all I had learned. I was too tired to go on. I did the only thing I could. I prayed, “Oh God, please help me pass the exam tomorrow. I do promise to work hard afterwards, Amen.” My eyes were so heavy that I could hardly open them. A few minutes later, with my head on the desk, I fell asleep. The underlined word “wretched” in Paragraph 3 probably means ____________.
| A．happy | B．disappointed | C．unhappy | D．hopeful |
Reviewing his lessons that night didn’t help him because ____________.
| A．it was too late at night |
| B．he was very tired |
| C．his eyelids were so heavy that he couldn’t keep them open |
| D．he hadn’t studied hard before the examination |
What do you suppose probably happened to the author the next day?
| A．He went to a church to pray again. | B．He passed the exam all by luck. |
| C．He failed in the exam. | D．He was punished by his teacher. |
The best title for the passage would be ____________.
| A．The Night Before the Examination | B．Working Far into the Night |
| C．A Slow Student | D．Going Over My Lessons |
We live in a digital world now, and a student’s technology needs have changed. For the early years, when you are in primary school, you can get by with no technology at all. Even if you have a computer, it’s a good idea to get children familiar with libraries. At this age, trips to the library are like family outings.
As you get closer to middle school, a computer with Internet access becomes more of a necessity. Teachers will often give assignments that require a student to use the Internet for research. After a computer, technology choices for students become more difficult to make – especially when it comes to cell-phones. Kids will beg their parents for a cell-phone, especially in middle school. For many parents, it’s a safety issue: They want to know that their kids can reach them quickly if necessary. For teachers, cell phones can be used to record lessons when students are absent. But many teachers dislike cell-phones. Some kids send messages or have talks in the class. Sending messages also raises the problem of cheating on exams. More and more schools are now forbidding the use of cell-phones.
Many kids see iPods as necessary things to have. IPods are great for music, but do they do anything good for your children’s education? Maybe they do. That’s the opinion of Doug Johnson, an educator for 30 years. Johnson says that educators should accept all new forms of technology in the classroom, including iPods. “Some do more with their cell- phones than we can do with our laptops,” he jokes. “I don’t think we should be afraid. The truth is that it’s easier to change the way we teach than to change the technology habits of an entire generation.” According to author, primary school children should___.
| A．use the computer and the Internet regularly |
| B．ask their parents to buy them cell-phones |
| C．buy iPods to listen to music |
| D．go to libraries to read more books |
Why do parents agree to buy their children cell-phones?
| A．They want their children to be cool. |
| B．They think cell-phones be helpful to their study. |
| C．They want to keep in touch with their children. |
| D．They want their children to keep up to date. |
The following are all reasons why many teachers dislike cell-phones EXCEPT ____.
| A．cell-phones can be used to cheat on exams |
| B．schoolchildren will send messages during class |
| C．cell-phones can be used to record lessons |
| D．schoolchildren might talk on them during class |
What does the underlined word “that” refers to?
| A．iPods can be used to listen to music. |
| B．iPods can be helpful for children’s education. |
| C．iPods can be used to play games. |
| D．iPods are necessary for children’s lives. |
We can infer from what Doug Johnson said that _____.
| A．cell-phones are not useful to students |
| B．teachers should let students use cell-phones |
| C．it’s better for teachers to change their teaching methods |
| D．schoolchildren should follow the trends(潮流) of fashion |