Electronic enthusiasts at 8 o'clock in the morning: As Apple's press conference approaches, the spy photos of Apple TV that "have a half-covered pipa" are also recently exposed, which is like casting a huge stone into the increasingly calm color TV market. Relevant experts believe that from the perspective of the exposed Apple TV, its main positioning is high-end, and it will be difficult to shake the current domestic color TV market pattern in a short time, but it may have an impact on the booming Internet TV in the future.
This week, the US online accidentally exposed a group of Apple TV laboratory photos, revealing the true appearance of Apple TV for the first time: simple and ultra-thin, metal back cover, OLED screen, very "Apple style". The industry has speculated that after many years of brewing, Apple TV will be available at the Apple New Product Launch in September this year.
It can be seen from these photos that Apple TV has been designed and is being tested in the laboratory. It is speculated from the photo that this Apple TV is about 55-65 inches, with a narrow bezel design, which looks very thin. The back cover and base look like metal materials, and they are integrated. The connection between the base and the screen is similar to an all-in-one. There are two small black spots similar to the camera below the screen, which may bring motion sensing function to Apple TV.
As you can see from one of the photos, the handwriting on the back cover of the TV indicates that the TV uses an OLED screen. OLED should replace the current display technology of the liquid crystal panel, which is the biggest technical highlight of Apple TV, which is in line with the style of Apple's new products pursuing the limit in materials and technology. The upcoming iPhone 8 has confirmed that it will also use an OLED screen.
The TV base is very large, and the industry speculates that this base can wirelessly charge the iPhone placed on it. Some netizens also speculate that Apple's mobile phone will be able to connect to the TV via Bluetooth and turn the mobile phone into a TV remote control. Users can also project the screen of the mobile phone onto the TV to achieve cross-screen drag and drop. Apple's Siri voice control is also very mature, so Apple TV may also have voice control.
In fact, it has been ten years since the release of the news to prepare for the development of Apple TV, but Apple TV has not yet met with the majority of users. Industry observer Hong Shibin believes that it is not difficult for Apple to come up with a perfect industrial design. The biggest problem in the TV field is how to formulate a market strategy. At present, Apple lacks sufficient voice in the TV content industry chain. It is to provide hardware, but can not provide content, software and hardware services, Apple will not rush into the TV industry. On the other hand, there are competition and resistance from US cable operators and TV content providers.
As early as 2007, Apple launched a high-definition TV set-top box product-Apple TV, users can watch TV programs online through Apple TV, or through the Airplay function, photos, videos and videos on iPad, iPhone, iPod and PC The music is transferred to the TV for playback. The industry believes that the Apple TV box is Apple's "pathfinder" to enter TV, and it is only a matter of time before Apple launches TV hardware products.
Red Sea MarketChoosing this point of time to enter the TV market, many people in the industry said that they are not optimistic because the TV market has already become the Red Sea.
As a TV set in a home entertainment center, both product competitiveness and market performance have been a bit difficult in the past two years. Judging from the statistics and the frequency of product iterations, the color TV industry is already on a very dangerous edge, and technologies such as OLED, quantum dots, and even artificial intelligence, which have frequently entered the public view since last year and this year, have not been smooth sailing for the color TV industry. .
The omni-channel data of Zhongyi Kang Times shows that the first quarter of 2017 was the most difficult quarter in the color TV market in five years. The retail volume of color TV fell to the lowest in five years. The retail volume of color TV in the first quarter of 2017 was 11.53 million units, a year-on-year decline 12.5%. By the second quarter, the situation was even worse. Zhong Yikang analyst Liu Wei said that the most important promotion node in the second quarter was "May Day". Zhongyikang era omni-channel data showed that the retail volume of "May Day" color TV sets was 4.5 million units, a year-on-year decrease of 17.4%. From January to June this year, only February and June saw a slight increase in the online market, and all other months had a year-on-year decline. In the first half of the year, the online market decreased by 4.7% year-on-year, while the offline market decreased by 19.3% year-on-year.
Despite the decline in sales, the ranking of each brand has basically maintained its due formation. According to Zhongyi Kang data, the top ten color TV brands in the first quarter were Hisense, Skyworth, TCL, Changhong, Sharp, Konka, Haier, Samsung, Sony and PPTV. "The vast majority of these are old traditional home appliance brands, which have formed a deep-rooted industry position, and users are difficult to be pried away, just like the computer market has formed a monopoly of the three major brands of HP, Lenovo, and Dell. In a saturated mature market, it is difficult for new entrants to get a slice of soup. "Hong Shibin said.
Wu Chunyong, CEO of Convergence.com, said that from the perspective of the current global smart TV industry development pattern and trend, if Apple still maintains a high-priced strategy similar to that of Apple mobile phones at the Apple TV level, unless the product and format of Apple TV can form a new Industry chain and development model, otherwise Apple TV ’s high-price strategy will be “unacceptable.†After all, the terminal industry of TV has lost its original industry status in the face of mobile Internet and mobile terminal competition in recent years.
Analysts at iResearch believe that the mobile Internet is gradually changing people's lives, and the TV viewing format has become outdated for many users. At the same time, the TV resources are not rich, the play mode is inflexible, and the operation is inconvenient, so that most users choose to use the TV as a decoration. According to a survey by iResearch, more than half of the respondents said that TV is no longer the preferred entertainment method in their homes.
Last chanceHowever, although the traditional TV market has been basically frozen, but it is not without "vacancies" to drill.
From 2013 to the present, the Internet smart TV market has become the goal of many companies, on the one hand being the pioneers of the Internet TV that are constantly losing money, and on the other hand being the new entrants who are advancing aggressively. In 2015, Skyworth incubated the new Internet brand Kukai TV, and Micro Whale entered the market under the blessing of Li Ruigang; after the storm technology entered the market, it released the first VR TV this year, and in August last year, Internet TV added a new player Mango TV. With the addition of six traditional TV manufacturers including Shanghai Xin, Konka, and TCL, China's smart TV market disruptor has never stopped. The definition is from 4K to 8K, and the screen is from flat to curved. These Internet smart TV "barbarians" want to compete with "indigenous TV brands".
However, the selling points of smart TVs are similar, and the technical barriers of TVs are very low. No matter the processor or TV appearance, the technical threshold of each one is not competitive. For users, who chooses which hardware depends on whose Content is more attractive. Content is not only a game breaker for the homogenization of hardware, but also a key element in fostering user stickiness. On the other hand, user experience is also an important part. These two key points are Apple's breakthrough.
For Apple, Apple TV has laid a part of the foundation. The data shows that in June 2016, Apple announced that Apple TV has accumulated more than 6,000 applications. The newly developed iPhone can control Apple TV instead of the remote control, and the addition of the Siri element will change the way of interacting with the TV. Topics search for content. Apple TV ’s video library has more than 650,000 resources.
In addition, recently, according to the news exposed by patent website Patently Apple, a patent on gesture control submitted by Apple in 2013 was approved. This patent describes in detail a method that allows users to control Mac, iOS devices, and even through gestures. It is the method of TV products. The patent is like the old iOS application Bump, the system works by detecting the user's gesture. In this regard, Apple said that the user interface is developing rapidly in the entertainment and TV industries, and gesture control will supplement or gradually replace those traditional, unnatural user interfaces, such as keyboards, remote controls, and mice.
Hong Shibin believes that the biggest selling point of Apple ’s mobile phones is interaction, and Apple TV will certainly have research in this area, including application optimization and independent development, so as to ensure the use of smart programs, improve the interaction between users and products, and There is transmission and intercommunication between Apple's products, which enhances the sharing of internal resources.
"Combining various factors, when developing the Apple TV format, Apple must fully consider the management regulations of different countries and regions for the corresponding TV terminals, and make special Apple TV terminals that meet the different management regulations of the corresponding countries and regions. "" Wu Chunyong admitted.
With the maturity of technologies such as OLED screens and wireless transmission, Apple TV has ushered in the best opportunity, and this is almost the last opportunity, and it will be seized by other home appliance companies in a blink of an eye. After the performance of mobile phones and computers tends to be flat, Apple also urgently needs to open up new business areas. TV is the most integrated and most productive product line for Apple.
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