1、Unit Four Information Technology11.Lead-in2.Text A:Silicon Valley Visionary Who Put Apple on Top3.Text B:Nokia at the Crossroads:Blazing Platforms23Lead-in Are you using a smart phone,such as the iPhone or the Samsung Galaxy?What applications do you use most often?Do you think the using of smart pho
2、ne has changed your life style?4Lead-in Discussion:What are the pros and cons of using smart phones?56Structural AnalysisPara.Main TopicsPara.1-3A brief introduction of the coming back of Steve Jobs after his temporary leave of the company because of the illness.Para.4-12An exploration of the art of
3、 Steve Jobs to turn technology into elegant consuming products and the success Apple is enjoying now.Para.13-16A brief recall of Steves early life and his ups and downs before returning to Apple in 1997.Para.17-28A discussion of the reasons that make Steve Jobs and the Apple a daunting success for r
4、ivals to compete.7Part I Questions about Part I Q1.Why had the comeback of Steve Jobs stirred up such an excitement?This was not the first time of comeback for him to Apple.Little more than a decade earlier,he made his first comeback and turned Apple from going bankruptcy to an enormous successful c
5、ompany.Therefore his recovery and comeback were highly anticipated.8 both Mr.Jobs career and Apple,were widely considered washed up,their relevance to the future of technology written off both in Silicon Valley and on Wall street.(Line 4,Para.2)Both his career and the company he founded were widely
6、considered to have come to an end,and he would have nothing to do with high-tech in the future in the eyes of silicon valley entrepreneurs and the Wall Street investors.Part I Sentence Interpretation9 the level of anticipation whipped up in advance of the January event was unusual.(Line 1,Para.3)The
7、 level of excitement for expecting his return was extraordinary,which had already become heated before he stepped onto the stage in January.Part I Sentence Interpretation10cap(Line 2,Para.1)v.lie at the top ofexample:He capped his friends story with an even more exciting one.She capped her rage when
8、 she heard her husbands cheating on her.Part I Words and Expressions11 sideline(Line 1,Para.2)v.remove from the center of activity or attention 使靠边，使降格，不重视example:He was under pressure to resign and was about to be sidelined.What they fear is that environment policy will be sidelined until it is too
9、 late.Part I Words and Expressions12emaciated(line.2,para.2)adj.extremely thin and weak because of illness or lack of food 骨瘦如柴的 example:.horrific television pictures of emaciated prisoners.The animals had lost weight noticeably,becoming lean,almost emaciated.Part I Words and Expressions13wash up(Li
10、ne 5,Para.2)wear out completely 耗尽，结束example:I hardly believe the fact that their relationship has been washed up.Part I Words and Expressions14 write off (Line 6,Para.2)to decide something is unimportant or useless and they are not worth further serious attention 摒弃摒弃example:He is fed up with peopl
11、e writing him off because of his age.His critics write him off as too cautious to succeed.Part I Words and Expressions15whip up(Line 2,Para 3)deliberately cause and encourage people to feel a certain emotion 煽动,激起example:to whip up enthusiasm He accused politicians of whipping up anti-foreign sentim
12、ents in order to win right-wing votes.Part I Words and Expressions16 Q1.In many critics eyes,what special talent did Steven Jobs have(Para.4)?He has the ability to turn technologies into perfect products and convince people to buy IT gadgets that they even have no idea they needed.Part II Questions
13、about Part II17 Q2.How did Apple now rule its new kingdom?(Para.10-11)By deciding which apps are available in its online store,and setting the rules for how those apps are developed,Apple now ruled its new kingdom.Part II Questions about Part II18 A rebuttal of Francis Scott Fitzgeralds much-quoted
14、aphorism that there are no second acts in American life does not come more decisively than this.(Line 1,Para.6)Famous writer F.S Fitzgerald once said there are no second acts in American life and it was agreed by many people.However,the life experience of Steve Jobs is a perfect example to show that
15、 the statement is not true.Part II Sentence Interpretation19 ,his formative role in popularizing the personal computer,and Apples initial pubic offering on Wall Street made him the tech industrys first rock star.(Line 4,Para.6)his pioneering role at the beginning stage of personal computer industry,
16、and the companys listing in the stock marketmade him a big iconic figure in the tech industry.Part II Sentence Interpretation20 he has secured his place in the foremost ranks of the West Coast tech titans.(Line 1,Para.7)Undoubtedly,he is regarded as one of the leading figures of West Coast IT giants
17、 Part II Sentence Interpretation21 of all the fingers that Apple has poked into Microsofts eyes over the years,none can have rankled as much as the early success of the iPad.(Line 1,Para.8)Of all the challenges that Apple has raised against Microsoft and of all the successes that Apple enjoyed durin
18、g the competition with Microsoft,the early success of the iPad is the bitterest for Microsoft to accept.Part II Sentence Interpretation22 His ability to get consumers to line up for products conjured from nothing paying premium prices,and in uncertain economic times draws accolades even from rivals.
19、(Line 3,Para.12)He has an ability to get consumers to queue in lines,to pay higher prices even at times of economic uncertainty,just for want of the Apple products.Such ability has won praise for him even from his rivals.Part II Sentence Interpretation23disparagingly(Para.4)adv.in a disparaging mann
20、er 轻蔑地,蔑视地disparaging adj.expressive of low opinionexample:He was critical of the people,disparaging of their crude manners.disparaging remarks about the new housePart II Words and Expressions24rebuttal(Para.6)n.a statement that gives reason why an accusation or a charge against you is untrue 辩驳，反驳e
21、xample:He is conducting a point-by-point rebuttal of charges from former colleagues.Part II Words and Expressions25exert greater sway(Para.7)have a greater influence on 有更大的影响力example:Developed countries exert greater sway over the issues of maintaining world peace.Part II Words and Expressions26ran
22、kle(Para.8)v.make resentful or angry because you think it was unfair or wrong 令人愤怒example:The injustice rankled her.The insult that his sister hurled at him still rankled in his mind.Part II Words and Expressions27digerati(Para.10)n.people who earn large amount of money through internet-related busi
23、ness 电子商务精英，计算机行家example:With bloggers,developers and other members of the digerati looking for more,this new technology can help take it to the next level.Part II Words and Expressions28conjure(Para.12)v.If you conjure sth.out of nothing,you seem to make it appear by magic 变魔术般创造出example:I cant sim
24、ply conjure up the money out of thin air.Jean can conjure up a good meal in half an hour.Part II Words and Expressions29Q1.What kind of spiritual beliefs exerted a heavy influence on Steve Jobs?(Para.15)?His spiritual training of Zen Buddhism has played an important role in his life.Part III Questio
25、ns about Part III30 There was little in Mr.Jobs beginnings that gave a hint of what was to come.(Line 1,Para.14)From Mr.Jobs early life we couldnt find much sign or indication of his later success.Part III Sentence Interpretation31 Mr.Jobs spiritual aspirations left him with little use for either sh
26、oes or soap for long periodsto the distress of co-workers.(Line 2,Para.15)Because of his spiritual beliefs,for a long time,he seldom wore shoes or took a showerit was quite a distress to his co-workers.Part III Sentence Interpretation32fledgling(Line 5,Para.14)adj.young and inexperiencedexample:.t h
27、 e s o u n d p r a c t i c a l a d v i c e h e g a v e to fledgling writers.H e w a s c h o s e n i n 1 9 9 6,b e g i n n i n g his training for Chinas fledgling space program.Part III Words and Expressions33eschew(Line 6,Para.15)v.deliberately avoid doing sth or becoming involved in sth.避免，回避exampl
28、e:A civilized leader must eschew violence.Eschew fattening foods if you want to lose weight.Part III Words and Expressions34floundering(Line 4,Para.16)adj.if something is floundering,it has many problems and may soon fail completely 陷入困境example:The economy was floundering.Men and horses were flounde
29、ring in the deep snow beside the road.Part III Words and Expressions35 Q1.What are the qualities of Steve Jobs that enabled him to achieve such a tremendous success(Para.17-26)?Never stopping pushing forward,he was brave,courageous and obsessive to details.He was also a perfectionist.Later his style
30、 changed a little,and he had become more pragmatic and learnt to compromise when necessary.Part IV Questions about Part IV36 Those who have labored under him describe him as a stern taskmaster who understands the art of the possible,rather than a long-range visionary.(Line 2,Para.17)Those who have w
31、orked under him describe him as a strict task master who knows what is possible to achieve at the moment,not someone who always focuses on the future.Part IV Sentence Interpretation37 A lieutenant who left this year describes how the Apple boss can become more fixated in finding flaws in an icon on
32、a screen than in the program it represents.(Line 1,Para.20)An assisting staff who left this year said that Steve sometimes would put more emphasis on finding flaws of the design of an icon than the program it represents.Part IV Sentence Interpretation38 ,but the greater sense of expediency reflects
33、Apples new place in the world.(Line 1,Para.23),but becoming more pragmatic and choosing to do what is more convenient rather than what is believed to be right reflects Apples new approach in operation as its place in the business world changed.Part IV Sentence Interpretation39 ,though the reversal a
34、lso seemed calculated to appease developers who might otherwise turn more attention to creating apps for phones running Googles software.(Line 4,Para.26),though the removal of the requirement seemed carefully planned so as to gain good will of software developers who might otherwise turn to create a
35、pps for other phone companies.Part IV Sentence Interpretation40culmination(line 1,para.17)n.something,especially something important,of an activity,process,or series of events,happens at the end of it 结局，高潮，顶点example:The show marked the culmination of months of hard work.The reforms marked the succe
36、ssful culmination of a long campaign.Part IV Words and Expressions41call the shots(Line 1,Para.19)to give orders or to be in charge 操纵，掌握，发号施令example:Typically,a single company cannot call the shots that transform an industry.“Who is calling the shots in this house?”Part IV Words and Expressions42fi
37、xated(Line 3,Para.20)Fixate v.pay attention to exclusively and obsessively,become fixed on 关注，注视，使固定example:The media are fixating on Princess Dianas death.If you are too fixated on something,you might miss a car coming around the corner and fail to jump out of the way.Part IV Words and Expressions4
38、3buoy(Line 2,Para.24)v.keep afloat with a buoy;if someone in a difficult situation is buoyed by something,it makes them feel more cheerful and optimistic 支撑，鼓励，使浮起example:The party did little to buoy up her spirits.German domestic consumption buoyed the German economy.Part IV Words and Expressions44
39、dismissive(Line 1,Para.25)adj.showing indifference or disregard 轻视的，鄙视的example:Her manner was coldly dismissive.She might have been less dismissive of my talents if he could have seen my latest achievements.Part IV Words and Expressions45calculated(Line 15,Para.26)adj.carefully thought out in advanc
40、e 精心策划的，蓄谋的example:Irenes cleaning the floor had been a calculated attempt to cover up her crime.a calculated and coherent strategy for winning powerPart IV Words and Expressions46appease(Line 15,Para.26)v.try to stop some from being angry by giving them what they want 使平息，使和缓，安抚example:The move was
41、 widely seen as an attempt to appease critics of the regime.The government tried to appease discontented workers.Part IV Words and Expressions47 48Structural AnalysisPara.Main TopicsPara.1-5Nokia,the once Europes hottest firm,is facing serious challenge now.Para.6-10The reasons why Nokia has lost it
42、s edge.Para.11-15Strategies and measures for Nokia to compete again.Para.16-17Although there are signs of revival for some other European mobile phone companies,a full recovery would take a longer time.49I.Discussion1.What enabled Nokia to achieve its success in the manufacturing and selling of the
43、first generation mobile phone?Exercises I.Speaking50The first generations of modern mobile phones were purely devices for conversation and text messages.The money lay in designing desirable handsets,manufacturing them cheaply and distributing them widely.This played to European strengths.And Nokia h
44、as been a highly efficient manufacturing and logistics machine capable of churning out a dozen handsets a second and selling them all over the world.Exercises I.Speaking512.Why couldnt Nokia continue its success?Exercises I.Speaking52 As microprocessors become more powerful,mobile phones are changin
45、g into hand-held computers.As a result,most of their value is now in software and data services.This is where America,in particular Silicon Valley,is hard to beat.Nokia,along with the rest of Europes mobile industry,is also being squeezed in both simple handsets and networking equipment.Exercises I.
46、Speaking533.What strategies are likely to be adopted by the management of the company to cope with the situation?Exercises I.Speaking54 The major strategy is turning the Finnish hardware-maker into a provider of software and services.A former senior executive of Microsoft was brought in to work as t
47、he new CEO.The first option is trying to turn Symbian,its own operating system for smartphones,into the first platform for mobile software and services after the iPhone and Android.Exercises I.Speaking55II.Debate Divide the whole class into several teams to debate on the topics given.Exercises I.Speaking56Nokias future is doomed.Value-oriented proposition57People should return to traditional ways of communication instead of massive use of smartphones.Policy proposition58
