The iPhone the iPad: each of Apple's products sounds cool and has become a fad(一时的风尚). 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—used the title in 2008. A lovely bear—popular in the US and UK一that plays music and vide is called “iTeddy”. A slimmed-down version(简装本) of London's Independent newspaper was stated last week under the name “i”.

    In general, single-letter prefixes(前缀) 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 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 the 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 intcractive, 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 connected with portability.” 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 1990s, products with “2000” in their names became fashionable as the year was connected with all things advanced and modern. How ever, as we entered the new century, the fashion disappeared.

    One day an old woman was travelling alone in the mountains. Suddenly she saw something shining in the stream（溪流）. When she came close, she found it was a precious（宝贵的）stone. She put the stone into her bag and went on with her trip.

    The next day the old woman met a young man, who was also a traveler in the mountains. The young man looked very hungry, so the old woman opened her bag to share her food. The hungry traveler saw the precious stone and asked carefully, "The stone is beautiful. Would you like to give it to me?"

    "Sure. Why not?" the woman said, and handed the stone to him.

    The young man left happily with the stone. He knew it was worth enough to give him security for a lifetime. But a few days later he came back to return the stone to the woman.

    "I've been thinking." he said. "I know how valuable the stone is, but I give it back and hope that you can give me something even more precious. Give me what you have in your bag."

    The woman opened her bag. It was almost empty. She looked at the young man and smiled, "I have nothing special in my bag, but I do have something precious—the joy of giving!"

    The young man felt ashamed (惭愧的）and left silently.

    You probably know who Marie Curie was, but you may not have heard of Rachel Carson. Of the outstanding ladies listed below, who do you think was the most important woman of the past 100 years?

    Jane Addams (1860-1935)

    Anyone who has ever been helped by a social worker has Jane Addams to thank. Addams helped the poor and worked for peace. She encouraged a sense of community by creating shelters and promoting education and services for people in need. In 1931, Addams became the first American woman to win the Nobel Peace Prize.

    Rachel Carson (1907-1964)

    If it weren't for Rachel Carson, the environmental movement might not exist today. Her popular 1962 book Silent Spring raised awareness of the dangers of pollution and the harmful effects of chemicals on humans and on the world's lakes and oceans.

    Sandra Day O'Connor (1930-present)

    When Sandra Day O'Connor finished third in her class at Stanford Law School, in 1952, she could not find work at a law firm because she was a woman. She became an Arizona state senator (参议员) and, in 1981, the first woman to join the U.S. Supreme Court. O'Connor gave the deciding vote in many important cases during her 24 years on the top court.

    Rosa Parks (1913-2005)

    On December 1,1955, in Montgomery, Alabama, Rosa Parks would not give up her seat on a bus to a white passenger. Her simple act landed Parks in prison. But it also set off the Montgomery bus boycott. It lasted for more than a year, and kicked off the civil-rights movement. “The only tired I was, was tired of giving in,” said Parks.

    As early as 2005, there were a number of new stories about dog cloning(克隆) and cat cloning. Animal cloning had been old news for nearly a decade by then, with the revolutionary (革命的) cloning of Dolly the sheep in Scotland.

    However, Snuppy was the first pet, a dog, to be cloned. Since the cloning of Snuppy, there has been some very successful cloning of pets and other animals. Lou Hawthorne started BioArts while cloning his beloved mixed-breed dog Missy. Hawthorne was very pleased with the results of the cloning, producing three successful clones that were very alike to the original in character and behavior. In January, 2009, a Florida couple, Ed and Nina Otto, announced that they had paid to have their dog cloned by BioArts.

    All new technology is overpriced. For example, personal computers were not very affordable at first. Only after the producing process was improved was it possible for every family to have a computer. How much room there will be for organizations to reduce the price point on pet cloning without broad demand is of course questionable.

    There are many great dogs and cats that can be found at the local dog pound (野狗收容所) or are given away for "free to good homes" in classified ads (分类广告). However, there is no limit to the value people place on a beloved pet. The Ottos are a good example of that. If people can buy a dog or cat with predictable behavior and characteristics, there is value in that. There is a predictable market here, though it may always be limited in size.

    While pet cloning has not taken off as some hoped, it's clear that it will become a bigger market in the future and it will be increasingly possible for people to try this out. With the inevitable (不可避免的) success that cloned pet owners will have, the practice will become more widely accepted and it seems inevitable that there is a future for cloned dogs and cats.

    I was asked by a reader recently why so many animals seem to have pink ears, when their bodies are all different colours? The truth is that most animals actually don't have pink ears. Let us explain.

    Near the equator (赤道), where the climate is hot, animals are likely to have darker skin, including on their ears. Think of the African elephant, which has quite dark ears. In colder climates, skin colour is usually lighter and often pink.

    Why is skin colour different in different climates？Skin pigmentation, which is what gives skin its colour, can protect against sunburn and skin cancer (癌症). When animals live in colder parts of the world, they don't need it as much to survive. Light-coloured skin also helps animals stay warmer because it reduces heat loss, which is useful if you're in a colder climate.

    For most animals, the colour of their fur or other body covering has generally developed as camouflage. That allows animals to mix into the background and avoid being eaten, or for predators (捕食者) to remain hidden during hunting. One example is the sandy-coloured coat of the desert fennec fox, which uses camouflage for both hunting and hiding.

    By the way, in many animals, ears come in many different shapes and sizes. For example, in bats, the serval (a type of African wildcat) and the fennec fox, the ears are large compared to their body size—this helps them hear better because it allows them to sense more sound waves. Naked mole-rats have tiny ears because they need to dig a lot. Big ears would get in the way. The other downside of big ears is that you can lose a lot of body heat. That's why animals that live in really cold places, like the Arctic fox, have quite small ears.

Those who had the pleasure of watching Benny Goodman at work saw a rather ordinary-looking man in rimless glasses and a conservative business suit; but they also saw a human being who could play the clarinet （单簧管） like no one before or since. This made Benny Goodman a unique individual.

Other Americans who have stood out from the flock include Joe DiMaggio, Beverly Sill, Ernest Hemingway and Jonas Salk. They, like Benny Goodman, were recognized and honored for no other reason than excellence.

It is doing something better than other people that makes us unique. Yet a surprising number of people still see individuality as a surface thing. They wear garish clothes, dye their hair strange colors and decorate their skin with tattoos to make some kind of social statement. But an ordinary guy who has dyed his hair purple or orange is nothing more than the same person with a funny-looking head.

The whole purpose of individuality is excellence. Those who invent, who improvise （即兴发挥）, who know more about a subject than other people do, and who take something that doesn't work and make it work—these people are the very soul of capitalism.

Charles Kettering didn't like the idea of cranking a car to make it start, so he invented the electric starter. Henry Ford figured out the assembly-line technique and made it possible to mass-produce automobiles, and Elisha Otis, inventor of the elevator, indirectly created the city sky-line. These people understood that individualism means working at the top of one's capacity.

The ones with the purple hair and the funky jewelry are just along for the ride, trying to be "different" and not knowing how to go about it.

The student who earns straight A's on his report card has grasped the idea and has found the real meaning of individuality. So has the youngster who has designed his own spaceship, who gives piano recitals, who paints pictures of the world around him.

Benny Goodman understood it too. This is why he was at his best, blowing his clarinet, in a blue suit and black shoes.