Written on the back of my iPod are the words, "Designed by Apple in California, Assembled in China."

我的iPod背后写着，“加利福尼亚苹果公司设计，中国制造”。

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By reducing choice, Apple directs the users through a more carefully designed funnel, which generally delivers a better experience.

通过减少选择余地，苹果引领用户进入了一个经过精心设计的，提供了良好用户体验的通道。

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Until now, most devices have used chips designed by Apple and Cambridge-based Arm Holdings.

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The all-new A6 chip was designed by Apple to maximize performance and power efficiency to support all the incredible new features in iPhone 5, including the stunning new 4-inch Retina display-all while delivering even better battery life.

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Today the Apple iPod (pictured left), elegantly designed by Apple's Jonathan Ive, measures only 4.02 x 2.43 x 0.78 inches and weighs in at a mere 6.5 ounces, but it will let you carry up to ten hours of music in your hip pocket.

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