With the advent of Apple's conference, the spy photos of Apple TV, "I'm still ignorant of the facts," have recently been exposed. This is like throwing a boulder into the increasingly calm TV market. Relevant experts believe that from the perspective of Apple TV's exposure, its main positioning is high-end, it will be difficult to shake the current domestic color TV market structure in a short period of time, but in the future may have impact on the booming Internet TV.
Coming Soon this week, the U.S. online accidentally exposed a group of photos of Apple TV's laboratory. The first time it unveiled the real face of Apple TV: simple and ultra-thin, metal back cover, OLED screen, very "Apple Wind". The industry has speculated that after many years of brewing, Apple TV will be available on the new Apple conference in September this year.
It can be seen from these photos that Apple TV has been designed and is undergoing laboratory tests. From the photo's speculation, this Apple TV is about 55-65 inches. Its narrow bezel design looks very thin. The back cover and base look like metal materials. The connection between the base and the screen is similar to that of the all-in-one. Below the screen there are two black spots resembling cameras, which may bring motion sensing to Apple TV.
From one of the photos, it can be seen that hand-written fonts on the back of the TV indicate that the TV uses an OLED screen. OLED is to replace the display technology of the current LCD panel, which is the biggest technological highlight of Apple TV, in line with Apple's pursuit of the ultimate style in materials and technology. The upcoming iPhone 8 has confirmed that it will also use OLED screens.
The base of the TV is very large, and the industry speculates that this base can wirelessly charge the iPhone placed on it. Some netizens also speculated that Apple's mobile phone will be able to connect to a TV via Bluetooth, turning the phone into a TV remote control, and users can also project the mobile phone screen onto the TV to achieve multi-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 news that it plans to develop Apple TV. However, Apple TV has not yet met with a large number of users. Industrial watcher Hong Shibin believes that for Apple, it is not a problem to produce perfect industrial design. The biggest problem in the TV field is how to formulate a market strategy. At present, Apple lacks sufficient right to speak in the television content industry chain. It is to provide hardware and cannot provide content, software and hardware services. Apple will not rush into the TV industry. On the other hand, there are competition and resistance from cable TV operators and TV content providers in the United States.
As early as 2007, Apple introduced a high-definition TV set-top box, Apple TV. Users can watch TV programs online through Apple TV. They can also use the Airplay function to take photos, videos, and videos on iPads, iPhones, iPods, and PCs. Music is transmitted to the TV for playback. The industry believes that the Apple TV box is Apple's "roadfinder" to enter television, Apple's launch of TV hardware products is only a matter of time.
The Red Sea market has chosen to enter the television market at this point in time. Many people in the industry are not optimistic because the TV market has already become the Red Sea.
As a home entertainment center, TVs have been somewhat laborious in terms of product competitiveness and market performance in the past two years. Judging from the statistical data and the frequency of product iterations, the color TV industry is already at a very dangerous edge. From last year to this year, OLEDs, quantum dots, and even artificial intelligence, which have entered the public view frequently, have not been smooth for color TV industry transformation. .
In the Yikang era, the omnichannel data show that the first quarter of 2017 was the most difficult quarter in color TV market in five years, and the volume of color TV retail volume fell to the lowest level in five years. In the first quarter of 2017, the retail volume of color TV market was 11.53 million units, which was a year-on-year decrease. 12.5%. By the second quarter, the situation was even worse. Yikang analyst Liu Wei said that the most important promotion node in the second quarter was “51,†and during the Yikang era, omni-channel data showed that the “May 1st†TV retail volume was 4.5 million units, a year-on-year decrease of 17.4%. From January to June of this year, there was a slight increase in the online market in February and June, and all other months had decreased year-on-year. 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 volume, the rankings of the various brands have basically maintained their proper formation. According to data from Yikang, the top ten color TV brands in the first quarter retail sales volume are Hisense, Skyworth, TCL, Changhong, Sharp, Konka, Haier, Samsung, Sony and PPTV. “The vast majority of these are traditional old home appliance brands, which have formed an entrenched industry position and users are difficult to be taken away, just as the computer market has formed the monopoly situation of Hewlett-Packard, Lenovo and Dell as the three major brands. In saturated mature markets, it is difficult for newcomers to get a share,†said Hong Shibin.
Wu Chunyong, CEO of Fusion Network, said that from the perspective of the current global smart TV industry development trend and trend, if Apple still maintains a high-priced strategy similar to Apple's mobile TV at the Apple TV level, unless Apple TV's product and format can form a new brand. The industry chain and development model, otherwise Apple TV's high price strategy will be "acceptable", after all, the TV terminal industry in the past few years in the face of mobile Internet and mobile terminal in the process of competition, has lost its original position in the industry.
IResearch analysts believe that mobile Internet is gradually changing people's lives, television viewing form for many of today's users has become obsolete. At the same time, TV resources are not abundant, playing methods are not flexible, and operations are inconvenient. As a result, most users choose to use TV as a decoration. According to the survey of iResearch, more than half of respondents have said that television is no longer the preferred method of entertainment at home.
Last but not least, although the traditional TV market has basically been fixed, it is not that there is no room for it.
From 2013 to now, the Internet smart TV market has become the goal of many companies. One side is the continuous loss of Internet TV pioneers, and the other is the new arrivals who have made great strides. In 2015, Skyworth incubated the new Internet brand CoolTV, and the microwhales entered the market under Li Ruigang's aura. After StormTech entered the venue, it released the first VR TV this year. In August last year, Internet TV added new player Mango TV. Six traditional TV manufacturers, including Shanghai Telecom, Konka, and TCL, and China's smart TV market disruptors have never stopped. With a resolution of 4K to 8K and screens from flat to curved surfaces, these "savage" people of Internet smart TVs want to compete with "indigenous TV brands".
However, smart TVs have similar selling points. The technical barriers to TV itself are very low. Whether it is the appearance of processors or TVs, the technical threshold of each one is not competitive. For users, whoever chooses their hardware depends on who Content is more attractive, content is not only the end of hardware homogenization dilemma, but also a key factor in nurturing user stickiness. On the other hand, user operating experience is also an important link, and these two key points are Apple's breakthrough.
For Apple, Apple TV has already laid a good foundation. According to the data, 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 adding Siri elements will change the way of interacting with TV. You can follow Siri's instructions. Subjects search for content. Apple TV's video library has more than 650,000 resources.
In addition, recently, according to the patented website Patently Apple’s exposure, Apple patented a gesture control patent submitted in 2013. This patent describes in detail a method that allows users to control Mac, iOS devices through gestures, and even It is a method of television products. The patent is just like the old iOS app Bump. The system works by detecting the user's gestures. In response, Apple said that the user interface is rapidly developing in the entertainment and television industries, and gesture control will complement or gradually replace the 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 in interaction. Apple TV will inevitably have such studies, including application optimization and independent development, so as to ensure the use of intelligent programs and enhance the interaction between users and products. There are transmissions and interoperability between Apple's products to enhance the sharing of internal resources.
"Combining various factors, Apple Inc. must fully consider the regulations governing the corresponding TV terminals in different countries and regions when developing the Apple TV industry, and must do so to meet the requirements of different countries and regions. "Wu Chunyong frankly said.
With the maturity of OLED screens, wireless transmission and other technologies, Apple TV has ushered in the best opportunities, and this is almost the last opportunity. In the first place, other home appliance companies will seize the opportunity. After the performance of mobile phones and computers has become dull, Apple is not in a position to explore new business areas. TV is the product line that has the most integration and the most extensive space for Apple.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
It can be seen from these photos that Apple TV has been designed and is undergoing laboratory tests. From the photo's speculation, this Apple TV is about 55-65 inches. Its narrow bezel design looks very thin. The back cover and base look like metal materials. The connection between the base and the screen is similar to that of the all-in-one. Below the screen there are two black spots resembling cameras, which may bring motion sensing to Apple TV.
From one of the photos, it can be seen that hand-written fonts on the back of the TV indicate that the TV uses an OLED screen. OLED is to replace the display technology of the current LCD panel, which is the biggest technological highlight of Apple TV, in line with Apple's pursuit of the ultimate style in materials and technology. The upcoming iPhone 8 has confirmed that it will also use OLED screens.
The base of the TV is very large, and the industry speculates that this base can wirelessly charge the iPhone placed on it. Some netizens also speculated that Apple's mobile phone will be able to connect to a TV via Bluetooth, turning the phone into a TV remote control, and users can also project the mobile phone screen onto the TV to achieve multi-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 news that it plans to develop Apple TV. However, Apple TV has not yet met with a large number of users. Industrial watcher Hong Shibin believes that for Apple, it is not a problem to produce perfect industrial design. The biggest problem in the TV field is how to formulate a market strategy. At present, Apple lacks sufficient right to speak in the television content industry chain. It is to provide hardware and cannot provide content, software and hardware services. Apple will not rush into the TV industry. On the other hand, there are competition and resistance from cable TV operators and TV content providers in the United States.
As early as 2007, Apple introduced a high-definition TV set-top box, Apple TV. Users can watch TV programs online through Apple TV. They can also use the Airplay function to take photos, videos, and videos on iPads, iPhones, iPods, and PCs. Music is transmitted to the TV for playback. The industry believes that the Apple TV box is Apple's "roadfinder" to enter television, Apple's launch of TV hardware products is only a matter of time.
The Red Sea market has chosen to enter the television market at this point in time. Many people in the industry are not optimistic because the TV market has already become the Red Sea.
As a home entertainment center, TVs have been somewhat laborious in terms of product competitiveness and market performance in the past two years. Judging from the statistical data and the frequency of product iterations, the color TV industry is already at a very dangerous edge. From last year to this year, OLEDs, quantum dots, and even artificial intelligence, which have entered the public view frequently, have not been smooth for color TV industry transformation. .
In the Yikang era, the omnichannel data show that the first quarter of 2017 was the most difficult quarter in color TV market in five years, and the volume of color TV retail volume fell to the lowest level in five years. In the first quarter of 2017, the retail volume of color TV market was 11.53 million units, which was a year-on-year decrease. 12.5%. By the second quarter, the situation was even worse. Yikang analyst Liu Wei said that the most important promotion node in the second quarter was “51,†and during the Yikang era, omni-channel data showed that the “May 1st†TV retail volume was 4.5 million units, a year-on-year decrease of 17.4%. From January to June of this year, there was a slight increase in the online market in February and June, and all other months had decreased year-on-year. 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 volume, the rankings of the various brands have basically maintained their proper formation. According to data from Yikang, the top ten color TV brands in the first quarter retail sales volume are Hisense, Skyworth, TCL, Changhong, Sharp, Konka, Haier, Samsung, Sony and PPTV. “The vast majority of these are traditional old home appliance brands, which have formed an entrenched industry position and users are difficult to be taken away, just as the computer market has formed the monopoly situation of Hewlett-Packard, Lenovo and Dell as the three major brands. In saturated mature markets, it is difficult for newcomers to get a share,†said Hong Shibin.
Wu Chunyong, CEO of Fusion Network, said that from the perspective of the current global smart TV industry development trend and trend, if Apple still maintains a high-priced strategy similar to Apple's mobile TV at the Apple TV level, unless Apple TV's product and format can form a new brand. The industry chain and development model, otherwise Apple TV's high price strategy will be "acceptable", after all, the TV terminal industry in the past few years in the face of mobile Internet and mobile terminal in the process of competition, has lost its original position in the industry.
IResearch analysts believe that mobile Internet is gradually changing people's lives, television viewing form for many of today's users has become obsolete. At the same time, TV resources are not abundant, playing methods are not flexible, and operations are inconvenient. As a result, most users choose to use TV as a decoration. According to the survey of iResearch, more than half of respondents have said that television is no longer the preferred method of entertainment at home.
Last but not least, although the traditional TV market has basically been fixed, it is not that there is no room for it.
From 2013 to now, the Internet smart TV market has become the goal of many companies. One side is the continuous loss of Internet TV pioneers, and the other is the new arrivals who have made great strides. In 2015, Skyworth incubated the new Internet brand CoolTV, and the microwhales entered the market under Li Ruigang's aura. After StormTech entered the venue, it released the first VR TV this year. In August last year, Internet TV added new player Mango TV. Six traditional TV manufacturers, including Shanghai Telecom, Konka, and TCL, and China's smart TV market disruptors have never stopped. With a resolution of 4K to 8K and screens from flat to curved surfaces, these "savage" people of Internet smart TVs want to compete with "indigenous TV brands".
However, smart TVs have similar selling points. The technical barriers to TV itself are very low. Whether it is the appearance of processors or TVs, the technical threshold of each one is not competitive. For users, whoever chooses their hardware depends on who Content is more attractive, content is not only the end of hardware homogenization dilemma, but also a key factor in nurturing user stickiness. On the other hand, user operating experience is also an important link, and these two key points are Apple's breakthrough.
For Apple, Apple TV has already laid a good foundation. According to the data, 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 adding Siri elements will change the way of interacting with TV. You can follow Siri's instructions. Subjects search for content. Apple TV's video library has more than 650,000 resources.
In addition, recently, according to the patented website Patently Apple’s exposure, Apple patented a gesture control patent submitted in 2013. This patent describes in detail a method that allows users to control Mac, iOS devices through gestures, and even It is a method of television products. The patent is just like the old iOS app Bump. The system works by detecting the user's gestures. In response, Apple said that the user interface is rapidly developing in the entertainment and television industries, and gesture control will complement or gradually replace the 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 in interaction. Apple TV will inevitably have such studies, including application optimization and independent development, so as to ensure the use of intelligent programs and enhance the interaction between users and products. There are transmissions and interoperability between Apple's products to enhance the sharing of internal resources.
"Combining various factors, Apple Inc. must fully consider the regulations governing the corresponding TV terminals in different countries and regions when developing the Apple TV industry, and must do so to meet the requirements of different countries and regions. "Wu Chunyong frankly said.
With the maturity of OLED screens, wireless transmission and other technologies, Apple TV has ushered in the best opportunities, and this is almost the last opportunity. In the first place, other home appliance companies will seize the opportunity. After the performance of mobile phones and computers has become dull, Apple is not in a position to explore new business areas. TV is the product line that has the most integration and the most extensive space for Apple.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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