方明 商务英语阅读 8.ppt

1、商务英语阅读,Unit 8 The decade of Steve,乔布斯与苹果,关键词：创新 创造 改变,史蒂夫乔布斯（1955-2011），美国苹果公司创始人、前CEO。1976年乔布斯和26岁的沃兹尼艾克成立苹果电脑公司。乔布斯先后领导缔造了麦金塔计算机、ipad、iPod、iTunes Store、iPhone等诸多具有世界影响力的知名数字产品。1985年获得里根总统授予的国家级技术勋章；1997年成为时代周刊封面人物；2007年被财富杂志评为年度最伟大商人。2009年被财富杂志评选为这十年美国最佳CEO，同年当选时代周刊年度风云人物。2011年8月24日乔布斯辞去苹果公司CEO一职；

2、10月5日因病逝世，享年56岁。,1955年2月24日，乔布斯生于美国旧金山。 1972年毕业于加利福尼亚州洛斯阿图斯的Homestead高中，后入读俄勒冈州波特兰的里德学院，六个月后退学。 1976年，乔布斯与斯蒂夫沃兹尼亚克成立苹果公司。 1985年，乔布斯获得了由里根总统授予的国家级技术勋章。 1997年，成为时代周刊的封面人物；同年被评为最成功的管理者，是声名显赫的“计算机狂人”。 2007年，史蒂夫乔布斯被财富杂志评为了年度最伟大商人（most powerful businessman-Fortune） 。,2009年，被财富杂志评选为这十年美国最佳CEO，同年当选时代周刊年度风云人

3、物之一。乔布斯的生涯极大地影响了硅谷风险创业的传奇，他将美学至上的设计理念在全世界推广开来。他对简约及便利设计的推崇为他赢得了许多忠实追随者。乔布斯与沃兹尼亚克共同使个人计算机在70年代末至八十年代初流行开来，他也是第一个看到鼠标的商业潜力的人。 1985年，乔布斯在苹果高层权力斗争中离开苹果并成立了NeXT公司，瞄准专业市场。 1997年，苹果收购NeXT，乔布斯回到苹果接任首席执行官（CEO)。 2011年，乔布斯辞去CEO一职。 2011年10月5日逝世，终年56岁。,What makes the story of Steve Jobs so incredible and remarka

4、ble? So perseverant in his goals; Experiencing and overcoming so many difficulties and frustrations; Dominating in as many as four distinct industries; Running Apple so well-creatively, competitively, and profitably; Miraculously returning from his fatal diseases.,Why is he regarded as the rare busi

5、nessman? Predilections unique to him. Distinctive design taste and elegant retail stores. Outside-the box approach to advertising A showman, born salesman, and a magician. Legitimate worldwide celebrity Always making products customers want to buy. Visionary but grounded in reality. Motivated not by

6、 money, but by a visceral ardor for Apple.,What astounding achievements has Steve Jobs made up to date? Increasing corporate worth from $5 billion in 2000 to $170 billion now. Moving from cash drain and near bankruptcy to $34 billion in cash and market securities. 275 retail stores in 9 countries wi

7、th 73% share of US MP3 player market, and undisputed leadership in mobile phone innovation. His personal net worth about $5 billion.,What was the first important success of Steves team? It created the first Macintosh (iMac), a breakthrough all-in-one computer and monitor. With drastic cost cutting a

8、nd lucrative sales, it greatly improved the Apples balance sheet and financially got Apple well prepared for big investments and business leap.,Why did Steve object to Ellison buy out Apple in 1997? Because he didnt like people to second-guess the intention of his return (as making money) and wanted

9、 to take high moral ground so that he could easy and graceful decisions.,Why did Steve build Apple-owned retail stores and some have doubts? Because through the building of retail stores, Steve could establish direct contact with customers, get to know what they really want, and fill the stores with

10、 all those products. But some people at the time, even members of the board had great doubts about establishing retail stores. They are extremely nervous that the stores might become a risky cash drain.,How did Steve Jobs master the message? Carefully consider what he and Apple say and dont say to t

11、he public. Rehearse time and again before speaking publicly. Authorize only a small number of executives to speak publicly. He is careful to avoid overexposure. Nobody is supposed to speak without the permission of Apples media relations team reporting directly Steve Jobs.,How do people feel about the future of Apple? Though some are worried about its future due to Steves health problem, most are confident about its future because: He has educated and influenced Apple employees well enough to think and behave like him. His