研究生精读教程（第三版）PPT下册Unit 5 The Apple of Your Ear教材课程.ppt

《研究生英语精读教程》(第三版下);Unit Five;The Apple of Your Ear;cool adj. very fashionable, stylish 时尚的 metropolitan adj. of a chief city 大都市的;Jobs, being Jobs, was curious. He had some Apple1 engineers noodle around* with a touch screen. When they showed him what they came up with, he got excited. So excited he forgot all about tablet computers. He had bigger game to hunt.;[3] The game is a little different this time. With the iPod, Jobs essentially created a whole new product category. The cell-phone turf* is already held by entrenched* armies of phonemakers and service providers.;They may not be as hip or innovative as Apple, but they will shred* one another for nickels*, and there are a lot of nickels on the ground. “We already have cell phones and smart phones, so the marketplace is already very competitive,” says industry analyst Jeff Kagan. “We have not seen Apple compete in the insanely* intense, competitive wireless marketplace.”;[4] But it wasn’t just the money. Cell phones interested Jobs because even though they do all kinds of stuff—calling, text messaging, Web browsing*, contact management, music playback, photos and video—they do it very badly, by forcing you to press lots of tiny buttons and navigate* diverse heterogeneous* interfaces and squint* at a tiny screen.;“Everybody hates their phone,” Jobs says, “and that’s not a good thing. And there’s an opportunity there.” To Jobs perfectionist eyes, phones are broken. Jobs likes things that are broken. It means he can make something that isn’t and sell it to you at a premium* price.;[5] That was why, 2.5 years ago, Jobs sicced* his wrecking* crew of designers and engineers on the cell phone as we know—and hate—it. They began by melting the face off a video iPod.No clickwheel*, no keypad*.;They sheared* off the entire front and replaced it with a huge, bright, vivid screen—that touch screen Jobs got so excited about a few paragraphs ago. When you need to dial, it shows you a keypad; when you need other buttons, the sc