Back to the Future
The first great design triumph to come from the Jobs-Ive collaboration1 was the iMac, a desktop2 computer aimed at the home consumer market that was introduced in May 1998. Jobs had certain specifications3. It should be an all-in-one product, with keyboard and monitor and computer ready to use right out of the box. It should have a distinctive4 design that made a brand statement. And it should sell for $1,200 or so. (Apple had no computer selling for less than $2,000 at the time.) “He told us to go back to the roots of the original 1984 Macintosh, an all-in-one consumer appliance,” recalled Schiller. “That meant design and engineering had to work together.”
The initial plan was to build a “network computer,” a concept championed by Oracle’s Larry Ellison, which was an inexpensive terminal without a hard drive that would mainly be used to connect to the Internet and other networks. But Apple’s chief financial officer Fred Anderson led the push to make the product more robust5 by adding a disk drive so it could become a full-fledged desktop computer for the home. Jobs eventually agreed.
Jon Rubinstein, who was in charge of hardware, adapted the microprocessor6 and guts7 of the PowerMac G3, Apple’s high-end professional computer, for use in the proposed new machine. It would have a hard drive and a tray for compact disks, but in a rather bold move, Jobs and Rubinstein decided8 not to include the usual floppy9 disk drive. Jobs quoted the hockey star Wayne Gretzky’s maxim10, “Skate where the puck’s going, not where it’s been.” He was a bit ahead of his time, but eventually most computers eliminated floppy disks.
Ive and his top deputy, Danny Coster, began to sketch11 out futuristic designs. Jobs brusquely rejected the dozen foam12 models they initially13 produced, but Ive knew how to guide him gently. Ive agreed that none of them was quite right, but he pointed14 out one that had promise. It was curved, playful looking, and did not seem like an unmovable slab15 rooted to the table. “It has a sense that it’s just arrived on your desktop or it’s just about to hop16 off and go somewhere,” he told Jobs.
By the next showing Ive had refined the playful model. This time Jobs, with his binary17 view of the world, raved18 that he loved it. He took the foam prototype and began carrying it around the headquarters with him, showing it in confidence to trusted lieutenants19 and board members. In its ads Apple was celebrating the glories of being able to think different, yet until now nothing had been proposed that was much different from existing computers. Finally, Jobs had something new.
The plastic casing that Ive and Coster proposed was sea-green blue, later named bondi blue after the color of the water at a beach in Australia, and it was translucent20 so that you could see through to the inside of the machine. “We were trying to convey a sense of the computer being changeable based on your needs, to be like a chameleon,” said Ive. “That’s why we liked the translucency21. You could have color but it felt so unstatic. And it came across as cheeky.”
Both metaphorically22 and in reality, the translucency connected the inner engineering of the computer to the outer design. Jobs had always insisted that the rows of chips on the circuit boards look neat, even though they would never be seen. Now they would be seen. The casing would make visible the care that had gone into making all components23 of the computer and fitting them together. The playful design would convey simplicity24 while also revealing the depths that true simplicity entails25.
Even the simplicity of the plastic shell itself involved great complexity26. Ive and his team worked with Apple’s Korean manufacturers to perfect the process of making the cases, and they even went to a jelly bean factory to study how to make translucent colors look enticing27. The cost of each case was more than $60 per unit, three times that of a regular computer case. Other companies would probably have demanded presentations and studies to show whether the translucent case would increase sales enough to justify28 the extra cost. Jobs asked for no such analysis.
Topping off the design was the handle nestled into the iMac. It was more playful and semiotic than it was functional29. This was a desktop computer; not many people were really going to carry it around. But as Ive later explained:
Back then, people weren’t comfortable with technology. If you’re scared of something, then you won’t touch it. I could see my mum being scared to touch it. So I thought, if there’s this handle on it, it makes a relationship possible. It’s approachable. It’s intuitive. It gives you permission to touch. It gives a sense of its deference30 to you. Unfortunately, manufacturing a recessed31 handle costs a lot of money. At the old Apple, I would have lost the argument. What was really great about Steve is that he saw it and said, “That’s cool!” I didn’t explain all the thinking, but he intuitively got it. He just knew that it was part of the iMac’s friendliness32 and playfulness.
Jobs had to fend33 off the objections of the manufacturing engineers, supported by Rubinstein, who tended to raise practical cost considerations when faced with Ive’s aesthetic34 desires and various design whims35. “When we took it to the engineers,” Jobs said, “they came up with thirty-eight reasons they couldn’t do it. And I said, ‘No, no, we’re doing this.’ And they said, ‘Well, why?’ And I said, ‘Because I’m the CEO, and I think it can be done.’ And so they kind of grudgingly36 did it.”
Jobs asked Lee Clow and Ken37 Segall and others from the TBWA\Chiat\Day ad team to fly up to see what he had in the works. He brought them into the guarded design studio and dramatically unveiled Ive’s translucent teardrop-shaped design, which looked like something from The Jetsons, the animated38 TV show set in the future. For a moment they were taken aback. “We were pretty shocked, but we couldn’t be frank,” Segall recalled. “We were really thinking, ‘Jesus, do they know what they are doing?’ It was so radical39.” Jobs asked them to suggest names. Segall came back with five options, one of them “iMac.” Jobs didn’t like any of them at first, so Segall came up with another list a week later, but he said that the agency still preferred “iMac.” Jobs replied, “I don’t hate it this week, but I still don’t like it.” He tried silk-screening it on some of the prototypes, and the name grew on him. And thus it became the iMac.
As the deadline for completing the iMac drew near, Jobs’s legendary40 temper reappeared in force, especially when he was confronting manufacturing issues. At one product review meeting, he learned that the process was going slowly. “He did one of his displays of awesome41 fury, and the fury was absolutely pure,” recalled Ive. He went around the table assailing42 everyone, starting with Rubinstein. “You know we’re trying to save the company here,” he shouted, “and you guys are screwing it up!”
Like the original Macintosh team, the iMac crew staggered to completion just in time for the big announcement. But not before Jobs had one last explosion. When it came time to rehearse for the launch presentation, Rubinstein cobbled together two working prototypes. Jobs had not seen the final product before, and when he looked at it onstage he saw a button on the front, under the display. He pushed it and the CD tray opened. “What the fuck is this?!?” he asked, though not as politely. “None of us said anything,” Schiller recalled, “because he obviously knew what a CD tray was.” So Jobs continued to rail. It was supposed to have a clean CD slot, he insisted, referring to the elegant slot drives that were already to be found in upscale cars. “Steve, this is exactly the drive I showed you when we talked about the components,” Rubinstein explained. “No, there was never a tray, just a slot,” Jobs insisted. Rubinstein didn’t back down. Jobs’s fury didn’t abate43. “I almost started crying, because it was too late to do anything about it,” Jobs later recalled.
They suspended the rehearsal44, and for a while it seemed as if Jobs might cancel the entire product launch. “Ruby looked at me as if to say, ‘Am I crazy?’” Schiller recalled. “It was my first product launch with Steve and the first time I saw his mind-set of ‘If it’s not right we’re not launching it.’” Finally, they agreed to replace the tray with a slot drive for the next version of the iMac. “I’m only going to go ahead with the launch if you promise we’re going to go to slot mode as soon as possible,” Jobs said tearfully.
There was also a problem with the video he planned to show. In it, Jony Ive is shown describing his design thinking and asking, “What computer would the Jetsons have had? It was like, the future yesterday.” At that moment there was a two-second snippet from the cartoon show, showing Jane Jetson looking at a video screen, followed by another two-second clip of the Jetsons giggling45 by a Christmas tree. At a rehearsal a production assistant told Jobs they would have to remove the clips because Hanna-Barbera had not given permission to use them. “Keep it in,” Jobs barked at him. The assistant explained that there were rules against that. “I don’t care,” Jobs said. “We’re using it.” The clip stayed in.
Lee Clow was preparing a series of colorful magazine ads, and when he sent Jobs the page proofs he got an outraged46 phone call in response. The blue in the ad, Jobs insisted, was different from that of the iMac. “You guys don’t know what you’re doing!” Jobs shouted. “I’m going to get someone else to do the ads, because this is fucked up.” Clow argued back. Compare them, he said. Jobs, who was not in the office, insisted he was right and continued to shout. Eventually Clow got him to sit down with the original photographs. “I finally proved to him that the blue was the blue was the blue.” Years later, on a Steve Jobs discussion board on the website Gawker, the following tale appeared from someone who had worked at the Whole Foods store in Palo Alto a few blocks from Jobs’s home: “I was shagging carts one afternoon when I saw this silver Mercedes parked in a handicapped spot. Steve Jobs was inside screaming at his car phone. This was right before the first iMac was unveiled and I’m pretty sure I could make out, ‘Not. Fucking. Blue. Enough!!!’”
As always, Jobs was compulsive in preparing for the dramatic unveiling. Having stopped one rehearsal because he was angry about the CD drive tray, he stretched out the other rehearsals47 to make sure the show would be stellar. He repeatedly went over the climactic moment when he would walk across the stage and proclaim, “Say hello to the new iMac.” He wanted the lighting48 to be perfect so that the translucence49 of the new machine would be vivid. But after a few run-throughs he was still unsatisfied, an echo of his obsession50 with stage lighting that Sculley had witnessed at the rehearsals for the original 1984 Macintosh launch. He ordered the lights to be brighter and come on earlier, but that still didn’t please him. So he jogged down the auditorium51 aisle52 and slouched into a center seat, draping his legs over the seat in front. “Let’s keep doing it till we get it right, okay?” he said. They made another attempt. “No, no,” Jobs complained. “This isn’t working at all.” The next time, the lights were bright enough, but they came on too late. “I’m getting tired of asking about this,” Jobs growled53. Finally, the iMac shone just right. “Oh! Right there! That’s great!” Jobs yelled.
A year earlier Jobs had ousted54 Mike Markkula, his early mentor55 and partner, from the board. But he was so proud of what he had wrought56 with the new iMac, and so sentimental57 about its connection to the original Macintosh, that he invited Markkula to Cupertino for a private preview. Markkula was impressed. His only objection was to the new mouse that Ive had designed. It looked like a hockey puck, Markkula said, and people would hate it. Jobs disagreed, but Markkula was right. Otherwise the machine had turned out to be, as had its predecessor58, insanely great.
The Launch, May 6, 1998
With the launch of the original Macintosh in 1984, Jobs had created a new kind of theater: the product debut59 as an epochal event, climaxed60 by a let-there-be-light moment in which the skies part, a light shines down, the angels sing, and a chorus of the chosen faithful sings “Hallelujah.” For the grand unveiling of the product that he hoped would save Apple and again transform personal computing61, Jobs symbolically62 chose the Flint Auditorium of De Anza Community College in Cupertino, the same venue63 he had used in 1984. He would be pulling out all the stops in order to dispel64 doubts, rally the troops, enlist65 support in the developers’ community, and jump-start the marketing66 of the new machine. But he was also doing it because he enjoyed playing impresario67. Putting on a great show piqued68 his passions in the same way as putting out a great product.
Displaying his sentimental side, he began with a graceful69 shout-out to three people he had invited to be up front in the audience. He had become estranged70 from all of them, but now he wanted them rejoined. “I started the company with Steve Wozniak in my parents’ garage, and Steve is here today,” he said, pointing him out and prompting applause. “We were joined by Mike Markkula and soon after that our first president, Mike Scott,” he continued. “Both of those folks are in the audience today. And none of us would be here without these three guys.” His eyes misted for a moment as the applause again built. Also in the audience were Andy Hertzfeld and most of the original Mac team. Jobs gave them a smile. He believed he was about to do them proud.
After showing the grid71 of Apple’s new product strategy and going through some slides about the new computer’s performance, he was ready to unveil his new baby. “This is what computers look like today,” he said as a picture of a beige set of boxy components and monitor was projected on the big screen behind him. “And I’d like to take the privilege of showing you what they are going to look like from today on.” He pulled the cloth from the table at center stage to reveal the new iMac, which gleamed and sparkled as the lights came up on cue. He pressed the mouse, and as at the launch of the original Macintosh, the screen flashed with fast-paced images of all the wondrous72 things the computer could do. At the end, the word “hello” appeared in the same playful script that had adorned73 the 1984 Macintosh, this time with the word “again” below it in parentheses74: Hello (again). There was thunderous applause. Jobs stood back and proudly gazed at his new Macintosh. “It looks like it’s from another planet,” he said, as the audience laughed. “A good planet. A planet with better designers.”
Once again Jobs had produced an iconic new product, this one a harbinger of a new millennium75. It fulfilled the promise of “Think Different.” Instead of beige boxes and monitors with a welter of cables and a bulky setup manual, here was a friendly and spunky appliance, smooth to the touch and as pleasing to the eye as a robin’s egg. You could grab its cute little handle and lift it out of the elegant white box and plug it right into a wall socket76. People who had been afraid of computers now wanted one, and they wanted to put it in a room where others could admire and perhaps covet77 it. “A piece of hardware that blends sci-fi shimmer78 with the kitsch whimsy79 of a cocktail80 umbrella,” Steven Levy81 wrote in Newsweek, “it is not only the coolest-looking computer introduced in years, but a chest-thumping statement that Silicon82 Valley’s original dream company is no longer somnambulant.” Forbes called it “an industry-altering success,” and John Sculley later came out of exile to gush83, “He has implemented84 the same simple strategy that made Apple so successful 15 years ago: make hit products and promote them with terrific marketing.”
Carping was heard from only one familiar corner. As the iMac garnered85 kudos86, Bill Gates assured a gathering87 of financial analysts88 visiting Microsoft that this would be a passing fad89. “The one thing Apple’s providing now is leadership in colors,” Gates said as he pointed to a Windows-based PC that he jokingly had painted red. “It won’t take long for us to catch up with that, I don’t think.” Jobs was furious, and he told a reporter that Gates, the man he had publicly decried90 for being completely devoid91 of taste, was clueless about what made the iMac so much more appealing than other computers. “The thing that our competitors are missing is that they think it’s about fashion, and they think it’s about surface appearance,” he said. “They say, We’ll slap a little color on this piece of junk computer, and we’ll have one, too.”
The iMac went on sale in August 1998 for $1,299. It sold 278,000 units in its first six weeks, and would sell 800,000 by the end of the year, making it the fastest-selling computer in Apple history. Most notably92, 32% of the sales went to people who were buying a computer for the first time, and another 12% to people who had been using Windows machines.
Ive soon came up with four new juicy-looking colors, in addition to bondi blue, for the iMacs. Offering the same computer in five colors would of course create huge challenges for manufacturing, inventory93, and distribution. At most companies, including even the old Apple, there would have been studies and meetings to look at the costs and benefits. But when Jobs looked at the new colors, he got totally psyched and summoned other executives over to the design studio. “We’re going to do all sorts of colors!” he told them excitedly. When they left, Ive looked at his team in amazement94. “In most places that decision would have taken months,” Ive recalled. “Steve did it in a half hour.”
There was one other important refinement95 that Jobs wanted for the iMac: getting rid of that detested96 CD tray. “I’d seen a slot-load drive on a very high-end Sony stereo,” he said, “so I went to the drive manufacturers and got them to do a slot-load drive for us for the version of the iMac we did nine months later.” Rubinstein tried to argue him out of the change. He predicted that new drives would come along that could burn music onto CDs rather than merely play them, and they would be available in tray form before they were made to work in slots. “If you go to slots, you will always be behind on the technology,” Rubinstein argued.
“I don’t care, that’s what I want,” Jobs snapped back. They were having lunch at a sushi bar in San Francisco, and Jobs insisted that they continue the conversation over a walk. “I want you to do the slot-load drive for me as a personal favor,” Jobs asked. Rubinstein agreed, of course, but he turned out to be right. Panasonic came out with a CD drive that could rip and burn music, and it was available first for computers that had old-fashioned tray loaders. The effects of this would ripple97 over the next few years: It would cause Apple to be slow in catering98 to users who wanted to rip and burn their own music, but that would then force Apple to be imaginative and bold in finding a way to leapfrog over its competitors when Jobs finally realized that he had to get into the music market.
点击收听单词发音
1 collaboration | |
n.合作,协作;勾结 | |
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2 desktop | |
n.桌面管理系统程序;台式 | |
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3 specifications | |
n.规格;载明;详述;(产品等的)说明书;说明书( specification的名词复数 );详细的计划书;载明;详述 | |
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4 distinctive | |
adj.特别的,有特色的,与众不同的 | |
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5 robust | |
adj.强壮的,强健的,粗野的,需要体力的,浓的 | |
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6 microprocessor | |
n.微信息处理机 | |
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7 guts | |
v.狼吞虎咽,贪婪地吃,飞碟游戏(比赛双方每组5人,相距15码,互相掷接飞碟);毁坏(建筑物等)的内部( gut的第三人称单数 );取出…的内脏n.勇气( gut的名词复数 );内脏;消化道的下段;肠 | |
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8 decided | |
adj.决定了的,坚决的;明显的,明确的 | |
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9 floppy | |
adj.松软的,衰弱的 | |
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10 maxim | |
n.格言,箴言 | |
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11 sketch | |
n.草图;梗概;素描;v.素描;概述 | |
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12 foam | |
v./n.泡沫,起泡沫 | |
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13 initially | |
adv.最初,开始 | |
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14 pointed | |
adj.尖的,直截了当的 | |
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15 slab | |
n.平板,厚的切片;v.切成厚板,以平板盖上 | |
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16 hop | |
n.单脚跳,跳跃;vi.单脚跳,跳跃;着手做某事;vt.跳跃,跃过 | |
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17 binary | |
adj.二,双;二进制的;n.双(体);联星 | |
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18 raved | |
v.胡言乱语( rave的过去式和过去分词 );愤怒地说;咆哮;痴心地说 | |
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19 lieutenants | |
n.陆军中尉( lieutenant的名词复数 );副职官员;空军;仅低于…官阶的官员 | |
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20 translucent | |
adj.半透明的;透明的 | |
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21 translucency | |
半透明,半透明物; 半透澈度 | |
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22 metaphorically | |
adv. 用比喻地 | |
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23 components | |
(机器、设备等的)构成要素,零件,成分; 成分( component的名词复数 ); [物理化学]组分; [数学]分量; (混合物的)组成部分 | |
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24 simplicity | |
n.简单,简易;朴素;直率,单纯 | |
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25 entails | |
使…成为必要( entail的第三人称单数 ); 需要; 限定继承; 使必需 | |
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26 complexity | |
n.复杂(性),复杂的事物 | |
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27 enticing | |
adj.迷人的;诱人的 | |
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28 justify | |
vt.证明…正当(或有理),为…辩护 | |
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29 functional | |
adj.为实用而设计的,具备功能的,起作用的 | |
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30 deference | |
n.尊重,顺从;敬意 | |
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31 recessed | |
v.把某物放在墙壁的凹处( recess的过去式和过去分词 );将(墙)做成凹形,在(墙)上做壁龛;休息,休会,休庭 | |
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32 friendliness | |
n.友谊,亲切,亲密 | |
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33 fend | |
v.照料(自己),(自己)谋生,挡开,避开 | |
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34 aesthetic | |
adj.美学的,审美的,有美感 | |
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35 WHIMS | |
虚妄,禅病 | |
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36 grudgingly | |
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37 ken | |
n.视野,知识领域 | |
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38 animated | |
adj.生气勃勃的,活跃的,愉快的 | |
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39 radical | |
n.激进份子,原子团,根号;adj.根本的,激进的,彻底的 | |
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40 legendary | |
adj.传奇(中)的,闻名遐迩的;n.传奇(文学) | |
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41 awesome | |
adj.令人惊叹的,难得吓人的,很好的 | |
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42 assailing | |
v.攻击( assail的现在分词 );困扰;质问;毅然应对 | |
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43 abate | |
vi.(风势,疼痛等)减弱,减轻,减退 | |
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44 rehearsal | |
n.排练,排演;练习 | |
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45 giggling | |
v.咯咯地笑( giggle的现在分词 ) | |
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46 outraged | |
a.震惊的,义愤填膺的 | |
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47 rehearsals | |
n.练习( rehearsal的名词复数 );排练;复述;重复 | |
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48 lighting | |
n.照明,光线的明暗,舞台灯光 | |
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49 translucence | |
n.半透明 | |
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50 obsession | |
n.困扰,无法摆脱的思想(或情感) | |
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51 auditorium | |
n.观众席,听众席;会堂,礼堂 | |
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52 aisle | |
n.(教堂、教室、戏院等里的)过道,通道 | |
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53 growled | |
v.(动物)发狺狺声, (雷)作隆隆声( growl的过去式和过去分词 );低声咆哮着说 | |
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54 ousted | |
驱逐( oust的过去式和过去分词 ); 革职; 罢黜; 剥夺 | |
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55 mentor | |
n.指导者,良师益友;v.指导 | |
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56 wrought | |
v.引起;以…原料制作;运转;adj.制造的 | |
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57 sentimental | |
adj.多愁善感的,感伤的 | |
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58 predecessor | |
n.前辈,前任 | |
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59 debut | |
n.首次演出,初次露面 | |
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60 climaxed | |
vt.& vi.达到顶点(climax的过去式与过去分词形式) | |
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61 computing | |
n.计算 | |
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62 symbolically | |
ad.象征地,象征性地 | |
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63 venue | |
n.犯罪地点,审判地,管辖地,发生地点,集合地点 | |
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64 dispel | |
vt.驱走,驱散,消除 | |
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65 enlist | |
vt.谋取(支持等),赢得;征募;vi.入伍 | |
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66 marketing | |
n.行销,在市场的买卖,买东西 | |
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67 impresario | |
n.歌剧团的经理人;乐团指挥 | |
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68 piqued | |
v.伤害…的自尊心( pique的过去式和过去分词 );激起(好奇心) | |
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69 graceful | |
adj.优美的,优雅的;得体的 | |
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70 estranged | |
adj.疏远的,分离的 | |
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71 grid | |
n.高压输电线路网;地图坐标方格;格栅 | |
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72 wondrous | |
adj.令人惊奇的,奇妙的;adv.惊人地;异乎寻常地;令人惊叹地 | |
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73 adorned | |
[计]被修饰的 | |
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74 parentheses | |
n.圆括号,插入语,插曲( parenthesis的名词复数 ) | |
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75 millennium | |
n.一千年,千禧年;太平盛世 | |
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76 socket | |
n.窝,穴,孔,插座,插口 | |
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77 covet | |
vt.垂涎;贪图(尤指属于他人的东西) | |
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78 shimmer | |
v./n.发微光,发闪光;微光 | |
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79 whimsy | |
n.古怪,异想天开 | |
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80 cocktail | |
n.鸡尾酒;餐前开胃小吃;混合物 | |
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81 levy | |
n.征收税或其他款项,征收额 | |
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82 silicon | |
n.硅(旧名矽) | |
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83 gush | |
v.喷,涌;滔滔不绝(说话);n.喷,涌流;迸发 | |
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84 implemented | |
v.实现( implement的过去式和过去分词 );执行;贯彻;使生效 | |
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85 garnered | |
v.收集并(通常)贮藏(某物),取得,获得( garner的过去式和过去分词 ) | |
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86 kudos | |
n.荣誉,名声 | |
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87 gathering | |
n.集会,聚会,聚集 | |
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88 analysts | |
分析家,化验员( analyst的名词复数 ) | |
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89 fad | |
n.时尚;一时流行的狂热;一时的爱好 | |
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90 decried | |
v.公开反对,谴责( decry的过去式和过去分词 ) | |
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91 devoid | |
adj.全无的,缺乏的 | |
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92 notably | |
adv.值得注意地,显著地,尤其地,特别地 | |
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93 inventory | |
n.详细目录,存货清单 | |
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94 amazement | |
n.惊奇,惊讶 | |
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95 refinement | |
n.文雅;高尚;精美;精制;精炼 | |
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96 detested | |
v.憎恶,嫌恶,痛恨( detest的过去式和过去分词 ) | |
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97 ripple | |
n.涟波,涟漪,波纹,粗钢梳;vt.使...起涟漪,使起波纹; vi.呈波浪状,起伏前进 | |
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98 catering | |
n. 给养 | |
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