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Steven Jobs (right) and Stephen Wozniak hold an Apple I board, 1976.
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The first order for 50 machines was received from Paul Terrell, owner of one of computer retail stores. To raise3 the $1300 needed to buy the parts, Jobs sold his Volkswagen minibus and Wozniak his programmable calculator. It took only 5 days to assemble 50 devices. Soon Jobs and Wozniak had more orders than they could fill with their makeshift production line in the garage of Jobs's parents.
Jobs and Wozniak brought different abilities to their business: To Wozniak the new machine was a gadget2 to share with other members of their computer club. To Jobs, however, it was a product with great marketing potential. Wozniak was the technological wizard, and Jobs was the entrepreneur. Wozniak designed the first model, and Jobs attracted interest from investors and buyers. Wozniak once admitted that without Jobs he would never have considered selling the computer or known how to do it. "Steve didn't do one circuit. He has not really been into computers, and to this day, he has never gone through a computer manual. But it never crossed my mind to sell computers. It was Steve who said: "Let's hold them up4 and sell a few".
From the very beginning, Apple Computer Co. founded by two friends had taken into consideration the needs and interests of the general public. Jobs insisted that the computers be light, trim, and made in muted colors. He also insisted that the language used with the computers be user-friendly and that the operation be simple enough for the average person to learn in a few minutes. These features helped convince the skeptical public that the computer was practical for the home and small business. The Apple I was offered at a price of $666.66 and sold 600 units, mainly to computer hobbyists. Jobs also introduced the idea of presenting Apple Computers to thousands of California schools, thereby indirectly introducing his product into the homes of millions of students. Their second model, the Apple II, contained a keyboard and a monitor. A cassette recorder as a means of storing programs was attached. The Apple II was the most used PC in home and small businesses from 1977 to 1982. By 1983, the total company sales were almost $600 million, and it controlled 23 percent of the world market in personal computers.
Notes: 1casing – корпус;
2gadget – устройство, техническая новинка;
3to raise (money) – найти источник финансирования;
4hold up – выставлять, показывать.
Part IV
As the computer industry began to reach into homes and small busineses around the world, there arised the need for many new products for the PC. Martin Alpert, the founder of Tecmar, Inc., was one of the first people to foresee this need. When IBM released its first PC in 1981, Alpert bought the first two models. He took them apart and worked 24 hours a day to find out how other products could be attached to them. After two weeks, he demonstrated the first peripheral devices for the IBM PC, and later became one of the most successful creators of personal computer peripherals. For example, he designed memory extenders1 that enabled the computer to store more information, and insertable boards2 that allowed people to use different keyboards while sharing the same printer. After 1981, Tecmar produced an average of one new product per week.
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Alpert had neither the technical training of Noyce nor the computer clubs of Jobs and Wozniak to encourage his interest in computer engineering. His parents were German refugees who worked in a factory and a bakery to pay for his college education. They insisted that he study medicine even though his interest was in electronics. While attending medical school, Martin privately studied electronics. He became a doctor, but practiced only part time. In his spare time, Alpert pursued electronics. His first electronics products were medical instruments that he built in his living room.
His wife recognized the potential of his projects before he did, and enrolled in a graduate program3 in business management so she could run his electronics business successfully. Their annual sales reached $1 million, and they had 15 engineers working in their living room before they moved to a larger building in 1981. It wasn't until 1983 that Alpert stopped practicing medicine and gave his full attention to Tecmar. By 1984 Tecmar was valued at $150 million.
Notes: 1memory extender – расширитель памяти;
2insertable board – съемная плата;
3graduate program – последипломный курс, магистратура [Предполагает двухлетний срок обучения после окончания четырехлетнего колледжа. При успешном окончании выпускнику присваивается степень магистра].
EXERCISES
Ex. 21. Search the text for the English equivalents to the following phrases:
| 1. правительственное учреждение; 2. неограниченный круг лиц, широкая публика; 3. для личного пользования; 4. разделять интерес к; 5. предвидеть потенциал; 6. связанный с применением компьютеров; 7. вознаграждены славой u богатством; 8. неизбежные неудачи; 9. конкурентная среда; 10. непринужденный и искренний; 11. одеваться неформально; 12. менее одной восьмой дюйма; 13. рыночный потенциал; 14. выполнять заказы; | 15. самодельный конвейер; 16. приходить в голову; 17. с самого начала; 18. учитывать потребности; 19. удобный для пользователя; 20. убедить скептиков; 21. тем самым; 22. общий объём продаж компании; 23. поддержать интерес к; 24. разобрать (устройство) на части; 25. беженцы из Германии; 26. неполный рабочий день; 27. занимался электроникой. |
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Ex. 22. TRUE or FALSE? Correct the false statements. Use the following clichés:
| It's true. The statement is partly right. As far as I know…. It goes without saying. Nothing of the kind. In my opinion…. Naturally, it's correct. It's false. I don't know exactly but I think that…. |
1. Robert Noyce graduated from a prestigious university and gained engineering expertise before he devised the integrated circuit.
2. Robert Noyce was one of the pioneers of the computer industry.
3. The microprocessor influenced the world in ways that its inventors did not foresee and subsequently led to the invention of the integrated circuit.
4. Stephen Wozniak and Steven Jobs used the state-of-the-art technology developed by Robert Noyce when they devised the first personal computer.
5. When Wozniak designed the first model of the PC, he did not plan to market it to the general population.
6. Jobs did not want the PC to be as frightening to the general public as previous computers were, so he insisted that it include features that were practical and attractive.
7. The Apple Computer company sold their computers to thousands of American schools at discounted rates, thereby introducing their product into the homes of millions of students.
8. Alpert was more interested in medicine than in electronics.
9. Martin Alpert foresaw that the success of the first IBM personal computer was inevitable, so he bought the first two models and devised ways to change them.
10. Alpert's wife was skeptical about the potential of her husband's technical innovations.
Ex. 23. Some of the following statements describe an activity of an entrepreneur (E), others describe an activity of an inventor (I) and others could describe both titles (B). Identify each one and be prepared to explain your answer.
1. Alexander Graham Bell created the first telephone.
2. Robert Noyce co-invented the integrated circuit and co-founded Intel.
3. In 1890, John Loud made the first ball-point pen.
4. Robert Noyce's engineering expertise contributed to the development of the microprocessor.
5. Robert Noyce's financial investments helped build one of the most successful companies in the Silicon Valley.
6. Steven Jobs had the original idea to market the first personal computer.
7. King C. Gillette designed the first disposable razor blade.
8. A Frenchman named Benedictus introduced the idea of making safety glass in 1903 after he discovered a chemical that held broken glass together.
9. Martin Alpert devised many new products for the personal computer.
10. Martin Alpert's wife managed his business and marketed his products.
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