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BỘ CÔNG THƯƠNG
TRƯỜNG ĐẠI HỌC CÔNG NGHIỆP THỰC PHẨM TP.HỒ CHÍ
MINH

KHOA NGOẠI NGỮ
-----o0o----

TIỂU LUẬN CUỐI KÌ: TIẾNG ANH THƯƠNG MẠI
ĐỀ TÀI:
Apple Inc.
NHÓM: Broken-hearted
Giảng viên hướng dẫn: Nguyễn Văn Đạt
Sinh viên thực hiện:

1. Nguyễn Hồng Phấn
2.

Nguyễn Hoài Nhựt

3. Lê Thị Lan
4. Nguyễn Duy Tú Nghi
5. Phạm Trương Thanh Ngân
6.

Nguyên Thi Ngọc Lan

7. Nguyễn Thúy Vy
8.

Dương Thiên Lạc


Lớp: 11DHAV5

Thành phố Hồ Chí Minh, tháng 10 năm 2021


BỘ CÔNG THƯƠNG
TRƯỜNG ĐẠI HỌC CÔNG NGHIỆP THỰC PHẨM TP.HỒ CHÍ
MINH

KHOA NGOẠI NGỮ
-----o0o----

CHỦ ĐỀ:
Apple Inc.
Nhóm Broken-hearted
Thành Viên:
1. Nguyễn Hồng Phấn
2. Nguyễn Hoài Nhựt
3. Lê Thị Lan
4. Nguyễn Duy Tú Nghi
5. Phạm Trương Thanh Ngân
6. Nguyên Thi Ngọc Lan
7. Nguyễn Thúy Vy
8. Dương Thiên Lạc

Thành phố Hồ Chí Minh, tháng 10 năm 2021


Lời cảm ơn
Chúng em cũng xin cảm ơn sự hướng dẫn tận tình của thầy Nguyễn Văn

Đạt, cả về chuyên mơn cũng như định hướng. Vì kiến thức cịn hạn hẹp nên
trong q trình thực hiện đề tài khơng thể tránh khỏi thiếu sót. Vì vậy rất mong
nhận được sự góp ý của thầy để đề tài có thể hồn thiện hơn.
TP Hồ Chí Minh, ngày 10 tháng 12 năm 2021


BẢNG ĐÁNH GIÁ MỨC ĐỘ HỒN THÀNH CƠNG VIỆC CỦA
CÁC THÀNH VIÊN TRONG NHÓM

STT

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NHẬN XÉT CỦA GIẢNG VIÊN HƯỚNG DẪN

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TPHCM, ngày … tháng … năm 2021
(Ký và ghi rõ họ tên)
Mục Lục
1.Introduction:........................................................................................................................

1.1.What is Apple?..........................................................................
1.2. Who is the CEO of Apple?..............................................................................................

1.3.History of the Apple Corporation:..........................................
2.MISSION:.............................................................................................................................

2.1.Strengths....................................................................................


2.2.Weaknesses................................................................................

2.3.Opportunities............................................................................
3.Vision....................................................................................................................................


3.1.Apple's business strategy goals................................................

3.2.Notable strengths:.....................................................................
3.2.1. High-value brand.....................................................................................................
3.2.2. Innovative products, unique design.......................................................................
3.2.3. Developing a genuine operating system.................................................................
4.Developments/Achievements/Key points...........................................................................

4.1.Developments............................................................................

4.2.Achievements............................................................................

4.3.Key points..................................................................................
5.Products/ Services................................................................................................................

5.1.Products.....................................................................................

5.2.Services.....................................................................................
6.Apple’s plans for future....................................................................................................

6.1.Apple’s plans for future apps.................................................
6.1.1. The project for children........................................................................................
6.1.2. Platforms on platforms.........................................................................................

6.2.Apple’s plans for future technologies....................................
6.2.1. Augmented and virtual reality.............................................................................


6.2.2. The plans for the advent of new products.............................................................15
7. Conclusion:.............................................................................................................................18

Tài liệu tham khảo:......................................................................................................................19


1. Introduction:
1.1. What is Apple?
Apple or Apple Inc. is an American technology corporation with headquarters in
Cupertino, California. The business was incorporated on April 1, 1976, as Apple
Computer, Inc., later renamed Apple Inc. in early 2007.
The company's first product, the Apple I, was priced at $666.66. It's a motherboard with
the same processor and memory. Up to now, the company has added many new and
modern technology products to meet the needs of consumers.
1.2. Who is the CEO of Apple?
The three founders of Apple are Steve Wozniak, Steve Jobs, and Ronald Wayne. In its
more than 40 years of existence, the company has a total of 7 CEOs. But only two
CEOs who left many impressions with outstanding achievements are Steve Jobs and
Tim Cook. They are the people with great merit to bring Apple to the position it is
today in the market.
Steve Jobs became Apple's CEO in 1997 after he persuaded the board to fire
incumbent CEO Amelio. In 1998, Steve Jobs invited Tim Cook to work for Apple to
expand the scope of the company's activities around the world. In 2007, Steve Jobs
introduced a phone that changed the world – the iPhone.
August 24, 2011. Tim Cook officially replaced Steve Jobs as CEO of Apple. After only
4 years at the helm, Tim Cook has brought "huge" profits to the business, bringing
Apple to the goal of a trillion-dollar technology company.
1.3. History of the Apple Corporation:
April 1, 1976: Apple was founded by three people, Steve Wozniak, Steve Jobs, and
Ronald Wayne.
July 1976: The first Apple I product was marketed for $666.66
1980: Steve Jobs leaves Apple and John Sculley becomes the company's CEO.
1990: Macintosh notebook products, PowerBook are produced.

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1998: Apple changes the design of the iMac and simultaneously develops the Mac OS
X product line.
October 2001: The company introduces the portable iPod music player.
2002: Apple signs agreements with record labels to sell music rights on the iTunes
Music Store.
January 9, 2007: Introduced the first iPhone with a 3.5-inch touch screen.
June 9, 2008: Launch of iPhone 3G, a smartphone running on the 3G band.
January 27, 2010: Launched a new breakthrough product line with features to
serve entertainment needs like Ipad
October 4, 2011: Launched iPhone 4s series with dual-core A5 chip and 8MP camera.
2014: iPhone 6 model with breakthrough design and amazing thinness is released.
In 2016, Apple announced the iPhone 7 and iPhone 7 Plus, which were Apple's first
iPhones with dual rear cameras that helped capture photos with professional bokeh.

In 2017, Apple caused a fever when it launched the iPhone X, alongside the iPhone 8
and 8 Plus.
In 2018, Apple launched the iPhone Xs and Xs Max with features like Face ID and the
full-screen design that have appeared on all new iPhone models.
The trio of iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max launched in 2019 is the
camera cluster with the equipped wide-angle lens.
April 2020 with the introduction of the new iPhone SE.
The iPhone 12 and iPhone 12 Mini duo launched in October 2020.
In 2021 iPhone 13 will be released.

2. MISSION:
The mission that we can give the company the apple that all the way too many benefits
and that is also to maximize our design and development capabilities. Apple, on the

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other hand, has a one-of-a-kind global platform from which to express opinions on
topics as diverse as human rights. "We are continually focusing on innovation," We
value simplicity over complexity. We think that we must own and control the core
technologies that underpin the goods we create, and that we should only operate in
markets where we can make a meaningful impact.”
Apple companies is a well-known firm that sells a wide range of electrical devices. The
iPhone, iPod, iPad, and Mac computers are just a handful of these well-known items.
"Apple designs Macs, the best personal computers in the world, together with OS X, iLife,
iWork, and professional software," reads Apple's current mission statement.

Because Apple is targeting technology-loving customers, it has to extend the market
with a variety of customer objects by expanding the ways in which features fit a variety
of occupations on devices, which will help the firm attract more users. Apple is
confronted with a slew of trade policy challenges, as well as national protection hurdles.
As a result, Apple should form partnerships with enterprises in the countries where it
wishes to expand. Apple should take advantage of its potential to improve brand
marketing and boost its ability to grow its distribution system. To get the correct supply,
Apple must first analyze market demand.
The technological company must make sure that its mission statement contains
suggestions about how to stay competitive. Apple's vision statement must drive the
company's efforts toward a future of global leadership.
Apple's corporate mission statement: "To deliver the greatest personal computing
devices and support to students, educators, designers, scientists, engineers,
businesspeople, and consumers in over 140 countries across the world," according to
Apple's company purpose. This mission statement takes into account the changing
business environment, which has an impact on Apple Inc.'s capabilities. The company,
for example, is aware of consumer electronics market trends and changes as well as

the industry's environment. This business objective is mentioned in Apple's press
releases and public statements as a manner of addressing current market.

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Apple's corporate mission statement indicates that the company's target customers are
practically everyone. Apple's designs products that address the needs and preferences
of customers in various market segments. The mission statement's focus on computing
products partly determines Apple Inc.'s marketing mix or 4Ps.
2.1. Strengths
The following are some of Apple's advantages:
• iOS device is more secure than its competitors from nasty bugs and

malware attacks.
• Apple maintains a strong brand image.
• Apple's profit margins are still very high.
• Innovative concepts continue in the footsteps of Jobs.

2.2. Weaknesses
Apple is not shareholder-friendly and suffers from the following issues:
• Losing focus lately (no new Apple product is immune to flaws or issues; Apple

is not having more new products in the pipeline)
• High selling prices
• Sales limited mainly to high-end market
• Apple still has a problem with diversity in the workforce.

2.3. Opportunities
Apple may want to start looking to innovate again. It should consider strengthening

strategic relationships with other industries (such as strengthening cooperation with
IBM on AI). We should be strong to get Apple to expand its diversity (increasing
diversity of leadership; hiring more female engineers). Apple should think about
expanding its distribution network and meeting the growing demand for tablets and
smartphones. But above all, Apple should focus on developing new product lines.
Consumers benefit from Apple's success: Apple is on its path to become the world's
largest retailer. The advanced software systems and gadgets developed by Apple are
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simple to use and deploy. They equip a highly mobile staff with the resources they need
to optimize retail procedures, deliver exceptional customer service, and distinguish the
customer experience. With industry-leading security, a vast network of enterprise
partners, on-device machine learning, and augmented reality, Apple is building the
basis for the future of retail.

3. Vision
3.1. Apple's business strategy goals.
For Apple's business strategic goals, Apple focuses on the following three main goals:
Always improve the customer experience.
Responsible commitment to social activities
Always at the forefront of creativity.

3.2. Notable strengths:
3.2.1. High-value brand.
High-value brand Currently, Apple tops Interbrand's list of the world's most valuable
brands, maintaining its position since 2013.
For the ninth year in a row, global brand consulting firm Interbrand has ranked Apple at
the top of its list of the world's most valuable brands. Interbrand put the tech giant's
"brand value" at $408.6 billion — up 26 percent from last year ($323 billion).

3.2.2. Innovative products, unique design.
Apple has made its products different from its competitors by designing products
differently. The company's iPod, iPhone, and iPad technology products don't have new
features and stand out from the early days of launch that mainly comes from the
design of the product.
3.2.3. Developing a genuine operating system.
Instead of using the Windows operating system like other computer companies, Apple
uses the Mac operating system for its MacBooks. This operating system is used by

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many users to become a loyal supporter of the product because of its elegance
along with high security, ease of use, and stability.
This is also exploited by Apple in iPhone, iPad with the iOS operating system. The iOS
operating system with high-capacity RAM makes Apple's phones and tablets work
better than its Android competitors.
Understanding the importance of providing a positive customer experience, Apple has
planned for free Apple product experience programs to collect feedback and reviews
from customers. Such programs are attended by a large number of customers and
contributed useful ideas to help this "big man" in the technology industry have a
better orientation for product development.

4. Developments/Achievements/Key points
4.1. Developments
Apple Computer Company was founded on April 1, 1976, by Steve Jobs, Steve
Wozniak, and Ronald Wayne as business associates. The company's first product was
the Apple I, a computer designed and built entirely by hand by Wozniak.
After nearly 40 years since its founding, Apple has now become a household name.
However, not many people know, before becoming the most valuable global brand as it

is today, Apple was just a company of 3 young men in a garage in California.
The three founders of Apple are Steve Wozniak, Steve Jobs and Ronald Wayne. Before
becoming a co-founder of the Apple computer company, Steve Wozniak was an
electrical engineer. In 1975, he started attending the Homebrew Computer Club event,
launching his own computer product with 2 associates for the first time.
4.2. Achievements
When we look at the success of Apple Inc., it is inevitable not to notice its success in the
computer industry. It took computers and music players and software to a higher level than
before. The company has achieved this through the quality products on the market from the
company. One of the factors behind the success of the organization is a
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complete understanding of the customer's needs and working hard to achieve them. The
success of the organization can also be attributed to the hard work and skill of its
founder Steve Jobs. The institution has also made a great contribution in providing new
graduates with a platform to develop their skills in the technology stream. From
founder Steve Jobs' humble beginnings; it gives new people employees in the
organization the urge to work hard to achieve better achievements in one's career.
Despite the death of the founder, the organization is continuing to operate in the market.
That's thanks to Steve's effective leadership style.
4.3. Key points
Apple announced the departure of Jony Ive, Apple's head of design, to start a design
company of his own. After more than 20 years working at Apple, Jony Ive will leave
"apple defect" to start a separate company called LoveFrom. Ive said the name was
inspired by Steve Jobs. Steve Jobs then shared that he was motivated to develop
products with love and care even though customers may never meet their creators.

5. Products/ Services
5.1. Products


Apple's two basic product groups include: Mac computers with their
own software and iPods.
Mac computers based on the Mac Os operating system have brought many
conveniences to users in graphic design. Users appreciate such a simple and intuitive
system. This operating system uses the platform - Unix with high security and antivirus capabilities. In the field of computers Apple focuses on two groups of customers:
domestic consumers and professionals.
The basic components in the domestic computer field are iMac and Macbook
desktop computers. While the iMac is like a piece of jewelry in the computer world,
manufactured from the finest materials such as glass and aluminum, the Macbook is a
versatile laptop, the Macbook is one of the best sellers. Apple's. Domestic computers
include the Mac mini, which acts as a bridge to Mac OS X.
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The Mac Pro desktop is one of the most used computers in the world, with over 25
million to choose from. About configuration. Therefore, it is very suitable for
professionals to give them the opportunity to create a computer that suits their
preferences. The Mac Pro represents a dedicated laptop with a 15- or 17-inch screen.
These products are designed for demanding customers in creative industries or
office applications.
All new Apple computer products are shipped with the innovative iLife suite of
applications, which includes five apps for digital photography, music, video, DVDs,
web, and data, from each with can be transferred to other applications. So users can
easily create websites, DVD movies and other documents with amazing effects.

5.2. Services
Apple Music had a record year as people around the world spent more time discovering
and engaging with music. The service released its biggest product update ever with
features like Listen Now, an all-new Search, personal radio stations, and Autoplay. Nearly

90 percent of iOS 14 listeners have used these new features, and engagement with Apple
Music’s industry-leading lyrics feature has doubled since 2020.

Apple Music offers more than 70 million songs, all curated by world-class experts and
tastemakers, thousands of curated playlists, and more than 25,000 exclusive radio
episodes and other original content. New Apple Music radio stations including Apple
Music Hits and Apple Music Country, coupled with Apple Music 1, delivered a diverse,
global radio experience to tens of millions of listeners with all-new, original shows
from the most beloved artists and well-respected hosts in the business.
In 2020, the Apple TV app launched on select LG, Sony, and VIZIO smart TVs, and
PlayStation and Xbox consoles, adding to its extensive reach that already includes
Apple devices, Samsung smart TVs, Roku players, and Amazon Fire TV. Now
available on over 1 billion screens in over 100 countries and regions, the Apple TV app
brings together the different ways to discover and watch shows, movies, and more in
one app.

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With a new dedicated Apple TV+ tab in the Apple TV app on iOS and tvOS, it is easier
than ever to discover and enjoy popular Apple Originals. Customers can subscribe
directly to premium channels like AMC+, CBS All Access, SHOWTIME, and Starz
and also quickly access content from services like Disney+, Peacock, HBO Max, and
discovery+, buy or rent over 100,000 new release and classic movies and TV shows,
access their library of past purchases from Apple, and browse personalized and curated
recommendations — all on the Apple TV app.

Apple News delivered curated world-class journalism in 2020. Its team of editors
provided readers with trusted information from quality news sources about the year’s
biggest and most important stories, with special coverage of the coronavirus

pandemic, the racial justice movement, and the US elections. Apple News also
launched personalized and curated local news in select US cities, as well as Apple
News+ audio, with professionally narrated versions of the most thought-provoking
feature stories available to Apple News+ subscribers.

Apple Pay is the easier and safer way to pay in stores using just an iPhone or Apple
Watch, and now, more than 90 percent of stores in the US, 85 percent of stores in the
UK, and 99 percent of stores in Australia accept Apple Pay, so customers can leave
their physical cards at home. With shopping increasingly moving online, Apple Pay
also provides the fastest and most secure way to order online.
In 2020, the award-winning game subscription service Apple Arcade proved to be a
fun and safe platform for families around the world looking for interactive
entertainment. Apple Arcade brings together more than 140 of the world’s best mobile
games, with individual titles earning more than 50 awards and nominations. With a
single subscription, a family of up to six people can enjoy unlimited access to all the
games in Apple Arcade on iPhone, iPad, Mac, and Apple TV, all without any ads or
additional in-app purchases.
Customers can easily enjoy ebooks and audiobooks from Apple Books on iPhone, iPad, or
Mac, and listen to their audiobook library on Apple Watch and in their cars with CarPlay.
As digital book-buying boomed in 2020 with more people trying ebooks and
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audiobooks for the first time, Apple Books saw remarkable growth in new customers
and now draws over 90 million monthly active users.
Throughout 2020, listeners turned to Apple Podcasts to help make sense of the
moment. With gripping stories and fresh perspectives, podcasts played an especially
meaningful role in customers’ lives by helping them stay informed, educated, and
inspired. Now in over 175 countries with programming in more than 100 languages,
and available on iPhone, iPad, Mac, Apple Watch, Apple TV, and HomePod and other

smart speakers, Apple Podcasts is the best place for listeners to discover and enjoy their
favorite shows, and for creators to share their voice with the world.

iCloud powers a seamless experience in keeping a customer’s photos, videos, files,
notes, and other important data safe, up to date, and available across all their devices.
More than 85 percent of iCloud users are protected with two-factor authentication, an
extra layer of security designed to ensure that no one else can access their accounts or
data. Sign in with Apple provides a fast, secure, and more private way for users to sign
in to third-party apps and websites.

6. Apple’s plans for future.
Mr. Kim Cook - Chief Executive Officer of Apple Corporation - disclosed at the
WWDC (Apple Worldwide Developers Conference) in 2016: "We are not here to
prepare for a plan, Quarter 2 or next Quarter, but we come here to prepare for the
next 1,000 years”.
6.1. Apple’s plans for future apps
6.1.1. The project for children.
Mr. Tim Cook did not spend much time giving speeches. Instead, he demonstrated and
informed more about sustainable development orientation with his colleagues, but one of
the most curious announcements was Swift Playgrounds which is a fascinating application
to teach children some basic programming skills. Thanks to this application, children could
learn programming concepts to access information technology earlier.

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In fact, Children are not a crucial market for Apple corporation because they are too
young to own an iPhone. However, when they are mature enough, they can use the
products of Apple. Furthermore, Apple wants children to master the company's
programming language.

6.1.2. Platforms on platforms.
Apple covered the event (WWDC) as the company's cornerstone in cloud computing:
for wearable devices (watchOS), smartphones (iOS), desktops (macOS), and displays
(tvOS). But Apple seemed to discreetly introduce a new platform while adding more
significant strides to maps - voice support by Siri and messages - the company was
also introducing HomeKit for smart home, the function of checking Apple's device,
and a phone app for communication with other devices.
All of Apple's new platforms have one thing in common: designed to attract outside
developers to precede the development of applications of next-generation while Apple
is at the center of gravity.
Another illustration is a function that allows recognizing the gestures for Apple Watch
so that you can control your computer by moving your hands.
6.2. Apple’s plans for future technologies.
6.2.1. Augmented and virtual reality.
According to patent filings, Apple has been experimenting with virtual reality and
augmented reality technology for more than ten years. However, with the advent of
ARKit, Apple's dabbling has become more serious, and an AR/VR product is expected
in 2022.
Apple is reported to be working on at least two AR projects, one of which is an
augmented reality headset issued in around 2022. The second one is a slimmer pair
of augmented reality with a more spectacular design. Many reports have centered
primarily on the glasses, causing some misunderstanding of Apple's ambitions, but it
seems to be that the AR/VR headset will be the first product to be released.
Ming-Chi Kuo - Apple’s analyst - predicts: Apple's "mixed reality" headset will be
released in late 2022 or early 2023, and the next one is Apple Glasses in 2025.
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6.2.2. The plans for the advent of new products
Mac-mini.

Apple is improving a more advanced Mac-mini, which will include additional ports
and a more powerful Apple silicon chip. It will be more likely to have another debut in
around 2022.
MacBook Air.
Apple is trying to design a thinner and lighter version of the MacBook Air, which will
have thinner bezels than the existing form. The bezels and the keyboard will have a
pale white color and there will be no wedge shape in the chassis. The device will come
with a mini-LED display, MagSafe charging technology, and USB-C ports for
connecting external devices, but it will not have an HDMI port or an SD card slot. The
MacBook Air can be released in the middle of 2022.
Foldable iPhone.
Ming-Chi Kuo claimed in January 2021 that this iPhone would only release in 2023
if Apple could resolve "key technology and mass production issues" this year with a
not that it had "not yet kicked off".Therefore, current plans can largely change.
Apple Car.
According to the information that Tim Cook Swisher spoke to Kara Swisher for the
Sway podcast in April 2021, he mentioned a project about autonomous cars that have a
robot’s functions. In the same year, Cook admitted that Apple has been carrying out
producing an iCar which is driverless.
In June 2017, Cook revealed “autonomous driving”. Therefore, Apple has been
focusing on autonomous systems. Autonomous driving is an important technological
core, and this project is considered the mother of all AI projects.

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7.

Conclusion:


In this era of integration, reaffirming the brand's position is a beneficial and equally
significant responsibility. The process of creating and developing a brand is critical in
confirming a company's trade in both the domestic and international markets a
foreign institution.
And the fact that Apple Inc., which was founded by Steve Jobs in 1976, has
transformed the personal computer. Apple has launched groundbreaking products and
components over the last 35 years that have defied all odds technology. It is now one
of the most well-known computer and phone brands Mac (Pro, Mini, iMac, etc.) is one
of the most popular items in the world iPhone, iPod Touch, MacBook Air, Pro Xserve) MacBook, Air, Pro - Xserve) MacBook, Air, Pro - X (Shuffle, Nano, Classic,
Touch) Cinema, Apple TV AirPort, Time Capsule, and Display iLife, iWork, and Mac
OS X (Server - iPhone OS) It's all there design expertise is respected and admired in
the technology industry.
It's fine to use coloring or PR. Apple's current business model is similar to selling green
bonds to raise funds for environmentally friendly projects on the planet. Alternatively,
sell iPhone lines with their own distinct red color (PRODUCT) RED, with 100% of
earnings going to AIDS victims. The Covid season's closest match is Apple's donation
of more than 10 million medical masks and some cash. Providing benefits and
responsibilities to the community while also providing benefits to the firm in terms of
communication.
Instead of being a success by other people's standards, life will become more
meaningful. Character and variation are important aspects of life. Because of our
differences, the world is a lovely place. Please don't just strive to match. Be
yourself and let your light shine.

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Tài liệu tham khảo:
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