Seeking a balance

Demand for Apple’s iPod will be huge again this holiday season, no question. The only issue is supply – and how much revenue Apple will forgo because of shortages that look unavoidable.

Circuit City Stores says it expects shortages, and two smaller retailers say they’re getting less than half of what they order each week. With demand expected to surge – analysts figure Apple could sell upwards of 10 million iPods in the final quarter – last-minute shoppers can be left with empty stockings.

Of most concern is iPod Nano. Chief Operating Officer Tim Cook told analysts: ‘The demand for this product is staggering. At this point I can’t project when suppy will meet demand’.

Match the questions with the answers:

Questions	Answers
1. What will be huge this season? 2. What is the only issue to consider? 3. What will Apple forgo because of shortages? 4. What expects shortages? 5. How much are two smaller retailers getting? 6. What can last-minute shoppers be left with? 7. What is of most concern? 8. How great is the demand for this product? 9. When will suppy meet demand?	1.Circuit City Stores. 2.Supply. 3.Demand for Apple’s iPod. 4.Less than half of what they order. 5.iPod Nano. 6.Staggering. 7.Revenue. 8.Tim Cook can’t project. 9.Empty stockings.

Exercise 51 Now read the following text about the revolutionary-new Apple’s product. Have you heard of it? What do you think of it? Forcast its future (from the point of view of demand and supply).

Apple iPad’s - Impressive Device

January 27th, 2010 Apple iPad is official! Apple iPad’s full details have been released. Steve Jobs, CEO (Chief Executive Officer) of Apple, has just unveiled its latest product, called the iPad. Jobs said that ‘iPad is our most advanced technology in a magical and revolutionary device at an unbelievable price.’

Apple iPad’s portable tablet-like device is a revolutionary device for browsing the web, reading and sending email, enjoying photos, watching videos, listening to music, playing games, reading e-books and much more. iPad’s responsive high-resolution Multi-Touch™ display lets users physically interact with applications and content.

Once Apple iPads become available, you can predict that stores will be emptied of it within days, as happened with the 3G iPhone.

Using the Internet find out more information about Apple’s iPad. Present your reports to your group-mates.

Exercise 52 Read and translate the following text. Give your own examples of goods in joint demand or supply.

Supplementary text A