Although his 1-year-old smart-phone still works perfectly, Li Jijia already feels the need to replace it. “There are many better ones available now. It's time to upgrade(更新)my phone.”
Li’s impatience is shared by many. Shortly after the season when new products are released(发布,发售), many consumers feel the urge to upgrade their electronic equipment, even though the ones they have still work just fine.
As consumers’ minds are occupied by Apple’s newly- released products and debate whether the Google tablet is better than the new Amazon Kindle, it might be time to take a step back and ask: “Do we really need the latest upgrades?”
According to Donald Norman, an American author, “planned obsolescence (淘汰)” is the trick behind the upgrading culture of today’s consumer electronics industry.
Electronics producers strategically(战略性地) release new upgrades periodically, both for hardware and software, so that customers on every level feel the need to buy the newest version.
“This is an old-time trick---they’re not inventing anything new,” Norman said. “This is a wasteful system through which companies--many of them producing personal electronics-- release poor-quality products simply because they know that, in six months or a year, they’ll put out a new one.”
But the new psychology of consumers is part of this system, as Norman admitted, “We now want something new, something pretty, the next shiny thing.” In its most recent year, Apple's profit margin(利润) was more than 21 percent. At Hewlett-Packard, the world’s biggest PC maker, it was only 7 percent.
Apple’s annual upgrades of its products create sales of millions of units as owners of one year’s MacBook or iPhone line up to buy the newest version(版本), even when the changes are slight.
As to Li Jijia, the need for upgrading his smart-phone comes mainly from friends and classmates. When they are switching to the latest equipment, he worries about feeling left out.
“Some games require better hardware to run,” said Li. “If you don't join in, you lose part of the connection to your friends.”
【小题1】What’s the author’s attitude towards people’s greed for new products?A.Supportive. | B.Satisfied. |
C.Critical. | D.Unclear. |
A.They make a fool of customers by recycling their old products. |
B.They make full use of the “planned obsolescence” strategy. |
C.They control the customers’ way of thinking while shopping. |
D.They invent new products to attract the youth like Li Jijia. |
A.To provide customers with better service. |
B.To defeat other competitors like Hewlett-Packard. |
C.To establish a favorable image of itself among its customers. |
D.To make huge profits(利润) out of its business. |
A.peer pressure | B.new psychology |
C.life style | D.friends' expectation |
A new app aims to help parents interpret what their babies want based on the sound of their cry. The free app ChatterBaby, which was released last month, analyzes the features of a baby's cry, to help parents understand whether their children might be hungry, fussy (大惊小怪) or in pain. While critics say caregivers should not rely too much on their smartphones, others say it's a helpful tool for new or tired parents.
Ariana Anderson, a mother of four, developed the app. She originally designed the technology to help deaf parents better understand why their babies were upset, but soon realized it could be a helpful tool for all new parents.
To build a database, Anderson and her team uploaded 2,000 audio samples of baby cries. She used cries recorded during ear piercings and vaccinations (接种) to distinguish pain cries. And to create a baseline for the other two categories, a group of moms had to agree on whether the cry was hungry or fussy.
Anderson's team continues to collect data and hopes to make the app more accurate by asking parents to get specific about what certain sounds mean.
Pediatrician Eric Ball pointed out that evaluating cries can never be an exact science. ''I think that all of the apps and technology that new parents are using now can be helpful but need to be taken seriously, '' Ball said. ''I do worry, that some parents will get stuck in big data and turn their parenting into basically a spreadsheet (电子表格) which I think will take away the love and caring that parents are supposed to be providing for their children.''
But Anderson says the aim of the app is to have parents interpret the results, not to provide a yes or no answer. The Bells say it's a win-win. They believe they are not only helping their babies now but potentially others in the future.
【小题1】How does the app judge what babies want?A.By collecting data. |
B.By recording all the sounds. |
C.By analyzing the sound of their crying. |
D.By asking parents about specific messages. |
A.Deaf parents. | B.All new parents. |
C.Ariana Anderson. | D.Babies often crying. |
A.Parents should use the app wisely. |
B.The app can provide an accurate result. |
C.Parents and babies are addicted to the app. |
D.The app makes babies love their parents. |
A.App Knows Why Babies Cry | B.App Prevents Babies Crying |
C.Parents Build Babies' Database | D.Parents Overrely on Smartphones |
Can your smartphone make moving easier?
Moving to a new place—in my case, a new country—is always challenging. However, making the most of your smartphone can make moving easier.
I joined online groups for people in the same situation.
Mobile phones are fantastic for keeping in touch with friends and family back home. For example, Skype calls are perfect for overcoming homesickness.
So, a smartphone really helped me to make the most of moving abroad.
A.It helps you explore the new surroundings. |
B.It is really easy to feel left out in a new country. |
C.Technology is also useful for learning languages. |
D.Like many teenagers, my smartphone is never out of reach. |
E.I discovered that Facebook is a great way to find out what's going on. |
F.However, be careful not to spend too long looking at your friends' posts. |
G.This helped me meet new people with similar interests and ask for advice. |
Last week, Vodafone started a test of the UK’s first full 5G service, available for use by businesses in Salford. It is part of its plan to trial the technology in seven UK cities. But what can we expect from the next generation of mobile technology?
One thing we will see in the preparation for the test is lots of tricks with the new tech. Earlier this year, operators paid almost £1.4 billion for the 5G wavelengths, and to compensate for that cash, they will need to catch the eye of consumers. In September, Vodafone used its bit of the range to display the UK’s first hologram (全息) call. The Manchester City captain Steph Houghton appeared as a hologram in Newbury. It isn’t all holograms, however: 5G will offer faster internet access. with Ofcom (英国通讯管理局) suggesting that video that takes a minute to download on 4G will be available in just a second.
The wider application is to support connected equipment on the “internet of things” -not just the internet-enabled fridge that can reorder your milk for you, but the network that will enable driverless cars and delivery drones (无人机) to communicate with each other.
Prof William Webb has warned that the technology could be a case of the emperor’s new clothes. Much of the speed increase, he claims, could have been achieved by putting more money in the 4G network, rather than a new technology. Other different voices have suggested that a focus on rolling out wider rural broadband access and addressing current network coverage would be more beneficial to the UK as a whole.
Obviously, 5G will also bring a cost to consumers. It requires a handset for both 5G and 4G, and the first 5G-enabled smart phones are expected in the coming year. With the slow pace of network rollout so far, it is likely that consumers will end up upgrading to a new 5G phone well before 5G becomes widely available in the next couple of years.
【小题1】Why does Prof William Webb say “the technology could be a case of the emperor’s new clothes”?A.He is in favor of the application of the new technology. |
B.5G will bring a cost to consumers in their daily life. |
C.5G helps people communicate better with each other. |
D.He prefers more money to be spent on 4G networks. |
A.making a speech to | B.trying to solve |
C.managing to decrease | D.responding to |
A.it’ll take several years to make 5G accessible to the public in the UK |
B.5G service shows huge development potential and a broad market |
C.customers are eager to use 5G smart phones instead of 4G ones |
D.it’s probable that 5G network rollout is speeding up in Britain |
A.Vodafone is successful in spreading the 5G service. |
B.Steph Houghton appeared as a hologram by 4G . |
C.The application of 5G will make life much easier. |
D.5G phones are available in rural areas of the UK. |
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