2024年3月22日发(作者：爱半槐)
The secrets to Apple’s success
Apple’s success during the last several years was great. Just in the fourth
quarter of 2009 alone, the company earned ﹩1.67 billion. It also enjoys great
popularity all over the world.
What are the secrets to Apple’s success?
First of all, Apple’s products are simple. The leading slogan of Apple is the
simplicity of its products. Everybody who has ever seen an iPhone, iPod or iPad
certainly agrees with the simple design: there aren’t many buttons and different
parts which can be opened. The simple user interface（用户界面） is a very clear
point, too. For instance, on an iPhone, there aren’t different sub-menu, it’s just
nice and simple to use.
Second, Apple’s success is also largely due to its marketing strategy. The
pleasant and creative advertisements are everywhere: on television, in the streets
and over the radio. The high brand recognition（品牌认知度）is an important factor
when it comes to finding new customers, especially teens. Another winning point
is the way Apple sells its products. When a new gadget comes out, the number of
products that are available is always limited. That’s why we can always see long
queues in front of Apple shops a day or even two days before the launching（发售）
of a new product.
Third, Apple’s product line（产品种类）strategy is unique. Most major
companies produce slightly different products, making it difficult for consumers
to choose the one they really want. The case is quite different with Apple. It invests
a large amount of money and makes great efforts to develop a few really good
products, so every two devices are different from each other and consumers can
rapidly pick out the product they really need.
All in all, Apple does a good job of creating a culture around its products.
That’s why they are so attractive to consumers.
Words count: 310
Exercise
I. Find the words and phrases in Column A in the passage and match them
with the meanings in Column B.
A B
1. agree with a. to choose
2. for instance b. to try hard to do sth.
3. limited c. to believe sth. Is right
4. slightly d. a little bit
5. make efforts e. for example
6. pick out f. not very great in amount
II. Choose the best answer.
1. How many reasons for Apple’s success are listed in the passage?
A) Two. B) Three. C) Fout. D) Five.
2. What is the most important characteristic of Apple’s products?
A) They are cheap. B) The design is simple.
C) They have many complicated functions. D) They are popular.
3. Apple makes its way in the market by ________.
① doing a lot of adbertisements ② selling its products on TV
③ issuing limited numbers of products to make consumers feel “hungry”
for them
④ making its products easy to buy
A) ①and② B) ②and③ C) ①and③ D) ③and④
4. Why are there always long queues in front of Apple shops before the
launching of a new product?
A) Because the first one to buy the product can get a lower price.
B) Because the prople in the queues want to show how popular the new
product is.
C) Because only the earliest customers can buy the new product.
D) Because the Apple shops order the customers to do so.
5. According to the passage, Apple has succeeded in the following aspects
except ______.
A) earning a lot of money B) gaining in popularity
C) making the brand known
D) saving money in developing new products
答案：
I cefdba
II BBCCD
2024年3月22日发(作者：爱半槐)
The secrets to Apple’s success
Apple’s success during the last several years was great. Just in the fourth
quarter of 2009 alone, the company earned ﹩1.67 billion. It also enjoys great
popularity all over the world.
What are the secrets to Apple’s success?
First of all, Apple’s products are simple. The leading slogan of Apple is the
simplicity of its products. Everybody who has ever seen an iPhone, iPod or iPad
certainly agrees with the simple design: there aren’t many buttons and different
parts which can be opened. The simple user interface（用户界面） is a very clear
point, too. For instance, on an iPhone, there aren’t different sub-menu, it’s just
nice and simple to use.
Second, Apple’s success is also largely due to its marketing strategy. The
pleasant and creative advertisements are everywhere: on television, in the streets
and over the radio. The high brand recognition（品牌认知度）is an important factor
when it comes to finding new customers, especially teens. Another winning point
is the way Apple sells its products. When a new gadget comes out, the number of
products that are available is always limited. That’s why we can always see long
queues in front of Apple shops a day or even two days before the launching（发售）
of a new product.
Third, Apple’s product line（产品种类）strategy is unique. Most major
companies produce slightly different products, making it difficult for consumers
to choose the one they really want. The case is quite different with Apple. It invests
a large amount of money and makes great efforts to develop a few really good
products, so every two devices are different from each other and consumers can
rapidly pick out the product they really need.
All in all, Apple does a good job of creating a culture around its products.
That’s why they are so attractive to consumers.
Words count: 310
Exercise
I. Find the words and phrases in Column A in the passage and match them
with the meanings in Column B.
A B
1. agree with a. to choose
2. for instance b. to try hard to do sth.
3. limited c. to believe sth. Is right
4. slightly d. a little bit
5. make efforts e. for example
6. pick out f. not very great in amount
II. Choose the best answer.
1. How many reasons for Apple’s success are listed in the passage?
A) Two. B) Three. C) Fout. D) Five.
2. What is the most important characteristic of Apple’s products?
A) They are cheap. B) The design is simple.
C) They have many complicated functions. D) They are popular.
3. Apple makes its way in the market by ________.
① doing a lot of adbertisements ② selling its products on TV
③ issuing limited numbers of products to make consumers feel “hungry”
for them
④ making its products easy to buy
A) ①and② B) ②and③ C) ①and③ D) ③and④
4. Why are there always long queues in front of Apple shops before the
launching of a new product?
A) Because the first one to buy the product can get a lower price.
B) Because the prople in the queues want to show how popular the new
product is.
C) Because only the earliest customers can buy the new product.
D) Because the Apple shops order the customers to do so.
5. According to the passage, Apple has succeeded in the following aspects
except ______.
A) earning a lot of money B) gaining in popularity
C) making the brand known
D) saving money in developing new products
答案：
I cefdba
II BBCCD