The iPhone, the iPad, the iPod, each of apple's products sounds cool and has become a pad (一時(shí)的風(fēng)尚). Apple has cleverly taken advantage of the power of the letter “i”，-- and many other brands are following suit. The BBC’s iPlayer —which allows Web users to watch TV programs on the internet—adopted the title in 2008. A lovely bear—popular in the US and UK—that plays music and video is called “iTeddy”.A slimmed-down version of London’s Independent newspaper，was launched last week under the name “i”.

In general，single-letter prefix have been popular since the 1990s，when terms such as e-mail and e-commerce first came into use.

Most “i”products are targeted at young people and considering the major readers of the Independent’s “i”，it’s no surprise that they’ve selected this fashionable name.

But it’s hard to see what’s so special about the letter “i”.Why not use “a”，“b”or “c”instead？According to Tony Thorne，head of Language Center at King’s College，London，“i”works because its meaning has become ambiguous .When Apple uses “i”，no one knows whether it means internet，information，individual or interactive，Thorne told BBC magazines “even when Apple created the iPod，it seems it didn’t have one clear definition，”he says.

“However，thanks to Apple，the term is now associated with portability （輕便）， ”adds Thorne.

Clearly the letter “i”also agrees with the idea that the Western World is centered on the individual. Each person believes they have their own needs，and we love personalized products for this reason.

Along with “Google”and “blog”，readers of  BBC magazines voted “i”as one of the top 20 words that have come to define the last decade.

But as history shows，people grow tired of fads. From the 1900s to the 1990s，products with “2000”in their names became fashionable as the year was associated with all things advanced and modern. However，as we entered the new century，the trend inevitably disappeared.

1.

 We can infer that the Independent’s “i”is aimed at _______.

   A. young readers     B. old readers      C. fashionable women            D. engineers

2.

 

 

 

【答案】

 

1.A

2.B

3.A

4.B

【解析】 略

 

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Don’t talk to me; I’m busy with my iPhone

Riding a London subway, a person from China will notice one major difference: in London, people do not look at each other. In fact, eye contact is avoided at all times. That’s not rudeness—people are just too busy to bother looking.

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Riding a London subway, a person from other countries will notice one major difference: in London, people do not look at each other．In fact, eye contact is avoided at all times. That’s not rudeness ― people are just too busy to bother looking．

　　Busy doing what, you ask? Well, they’re certainly not using the time for a moment of quiet thinking．Nor are they reading a book．New technology has replaced quiet habits．Today the only acceptable form of book on the London underground is an e-book．

　　Apple must earn a fortune from London commuters（使用月票上下班者）. Since the launch of the iPhone in 2007, over 40, 000 ― yes, 40, 000 “apps” have been designed．

　　Commuters love them because they are the perfect time - fillers. One “app”, called iShoot, is a game that features tanks．Another one, Tube Exits, tells passengers where to sit on the train to be closest to the exit of their destination. iSteam clouds the iPhone screen when you breathe into the microphone. You can then write in the “steam” on your phone screen．

　　For those without an iPhone, another Apple product, the iPod, may be the distraction (消遣) of choice. It’s not just teenagers who “plug in” to their music － iPods are a popular way to pass the time for all ages．

　　And if games, e-books and music aren’t enough to keep you occupied, then perhaps you would prefer a film? The development of palm DVD technology means many commuters watch their favorite TV shows or films on the way to work．With all these distractions, it’s amazing that people still remember to get off the train．

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A. London commuters are unfriendly to strangers

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