Why are we addicted to upgrades? According to Donald
Norman, American author of the book The Design of Everyday Things, “planned
obsolescence”(计划性报废) is the trick behind the upgrading culture
of today’s consumer electronics industry.
The New York Times cited Norman last month, saying
that electronics manufactures strategically 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,” he said.
Thomas Wensma, a Dutch designer, despises the “planned
obsolescence” of companies, as recently reported by UK-based The Guardian.
Wensma said this is a wasteful system through which
companies – many of them producing personal electronics – release shoddy
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 Wensma said to the newspaper: “We now want something new, something
pretty, the next shiny thing.”
____________________
“It’s to the damage of the consumer and the
environment,” as the New York Times quoted Norman. “But perhaps to the
betterment of the stockholder.”
In its most recent fiscal(财务的) year, Apple’s profit margin was more than 21
percent, reported the Los Angeles Times. At Hewlett-Packard, the world’s
biggest PC manufacturer, it was only 7 percent.
“Steven Jobs pushed the principle of ‘planned
obsolescence’ to new heights,” the newspaper commented on the company’s profits
and marketing strategy. “Apple’s annual upgrades of its products generate sales
of millions of units as owners of one year’s MacBook or iPhone line up to buy
the newest version, even when the changes are incremental.”
Peer pressure
As to Li Jijia, the need for upgrading his smart phone
comes mainly from friends and classmates. When the majority of friends are
switching to the latest devices, he worries about feeling left out.
“Some apps and games require better hardware to run,”
said Li. “If you don’t join in, you lose part of the connection to your
friends.”
1.Donald Norman believes that electronics makers
strategically release new upgrades periodically because __________.
A.customers
need the latest version B.technology is
developing so fast
C.they want to
invent something new D.they can make
a lot of money
2.Thomas Wensma’s attitude to the “planned
obsolescence” is __________.
A.positive B.negative C.indifferent D.neutral
3.What subtitle can best fit into the blank in the
text?
A.Huge profits B.Apple’s principle
C.Environmental
damage D.Marketing
strategy
4.The writer takes the example of Li Jijia to show
that __________.
A.the new
psychology of consumers is also to blame for the wasteful system
B.young people
are always fond of something new, pretty and shiny
C.if you don’t upgrade your smart phone, you will lose contact with
your friends
D.needs of
consumers help to promote the development of electronics industry