In terms of unit shipments, Apple TV shipped more than 10 million units in 2015, becoming the fifth largest in the world, ranking behind ARRIS, Technicolor, Skyworth and ZTE.
Daniel Simmons, Head of Networked Homes at IHS Technology, said that since 2007, the set-top box market has experienced significant growth. At that time, Jobs also compared Apple TV's business line to a 'hobby'.
Today, Apple has sold millions of consumer devices, making Apple a leading manufacturer in the set-top box market. The success of Apple TV is the result of porting the spending habits of the Apple device ecosystem to television screens.
In 2015, global shipments of set-top boxes increased by 4.8% to 353 million units.
This growth has mainly benefited from the promotion of China's IPTV market.
Telecommunications companies have launched IPTV services to recoup their investment in laying fiber-to-the-home (FTTH) infrastructure.
In the fourth quarter of 2015, the revenue of the set-top box market increased by 3.4 percentage points from the previous quarter to $5.7 billion. This is partly due to the new generation of devices introduced by Apple, Amazon, and Roku.
However, due to the poor performance of the North American pay-TV business and the decrease in demand for high-priced set-top boxes, revenue for the full year 2015 decreased by 5.4 percentage points to US$22.2 billion.
Simmons said Apple's new position in the set-top box market reflects several trends. For consumers, pay-TV set-top boxes are becoming less and less important because now Netflix, HBO Go, and other OTT video platforms are all starting to provide premium content to OTT set-top boxes.
With the growth of the set-top box retail market, traditional pay-TV set-top box suppliers have to re-position themselves.
Several companies at the top of the market began to merge. Central companies turned to software and services to diversify, while suppliers at the bottom of the market were expanding sales.
It is well known that, according to Apple's practice, this year is a “small year†for mobile phone upgrades. New products may have an “S†suffix after the previous generation, and the upgrade content is very limited, mainly with pressure-sensitive screens and increased memory.
Some analysts believe that Apple's mobile phone upgrade content is relatively small, so the new mobile phone released this year is unlikely to be like the 2014 big-screen mobile phone, giving Apple a good performance in the history of the best quarter sales.
It is very rare that, at the press conference last fall, Apple leased the Bill Graham Municipal Auditorium in San Francisco, which could accommodate 7,000 people. It shows that Apple hopes the conference will make a bigger move.
A number of media, including CNNMoney, believe that the 12.9-inch commercial tablet computer and the newly upgraded set-top box will be the protagonists of the conference. Their strategic importance to Apple now exceeds the upgrade of mobile phones.
Apple's commercial tablet is actually a product that mimics Microsoft's Surface Pro3. This is a product that has been specially developed for the enterprise market in Apple's history. Apple’s filings with the Federal Communications Commission show that the tablet may be equipped with a Bluetooth wireless keyboard, and the operating system will also support multi-tasking split screens and stylus pens.
The technology news website Inquisitr published an article that pointed out that for the new sales of the two mobile phones, Apple does not need to worry, because last year the two phones have maintained a good momentum. However, in the past one and a half years, Apple's tablet sales have dropped continuously, falling by the top of the industry. Within Apple, flat-panel revenue dropped from second place to fourth place, and flat panel product line shrinks. Apple's business is simple (mobile phone revenue accounts for two-thirds).
Media analysis pointed out that the success of Microsoft's commercial tablet has inspired Apple. That is, there is such a market segment where users want to use tablet computers to completely replace laptops and complete all personal entertainment and work, and Apple's 12.9-inch tablet is aimed at this market segment.
Previously, Apple and the corporate market giant IBM and Cisco have formed an alliance to lay a good foundation for the commercial tablet to enter the market. If this product can replicate the success of Microsoft's tablet, it may stop Apple's tablet decline.
In addition to the commercial tablet, a new product that is more significant to Apple will be a new set-top box.
Apple has been able to leap to the third place (the world's third largest set-top box company), on the one hand, thanks to the continued strong growth in the retail sales of OTT TV boxes, and on the other hand due to mergers and acquisitions among leading companies in the global set-top box market in 2015. - ARRIS acquired Pace and Technicolor acquired Cisco's set-top box division.
According to foreign media reports, for Apple, the set-top box is more than just a home living room hardware, but a basis for entering the living room entertainment and content market. In addition to upgrading hardware, Apple is already preparing for a $40 monthly Internet TV service, which is expected to be launched next year and will become a competitor to cable TV.
Recently, Hollywood media reported that Apple has set up a team and is in touch with Hollywood filmmakers, hoping to enter the original production of film and television dramas, and Netflix and Amazon as content rivals.
It goes without saying that Apple’s TV channel service and original video service need to be connected to the TV via a set-top box.
In addition to film and television, recently a number of media broke the news that the remote control for Apple's set-top box could follow the example of Nintendo’s Wii game console and support dynamic control. Users can also control the game by waving a remote control. The United States "New York Times" and other media recently pointed out that Apple is preparing to enter the field of casual games.
At present, Wall Street's biggest concern for Apple is over-reliance on mobile phones and over-reliance on the Chinese market. Many analysts believe that Apple needs to open up more Internet content services to obtain long-term stable income such as advertising revenue and monthly subscription fees, which can avoid the risk of fluctuations in the hardware market such as mobile phones or tablet computers.
For Apple, it has created an application software and digital content ecosystem on smartphones and tablets, attracting a large number of developers around the world. Apple is preparing to extend this model to set-top boxes and televisions to open up the "living room Internet" ecosystem.
In addition, it is worthwhile to point out that at the press conference in the autumn, Apple will officially release the Apple News client. Apple will become an Internet news service provider for the first time, which will further increase its online advertising revenue and enhance the identity of the "Internet company." Attributes.
State-owned analysts pointed out that from the perspective of music streaming, news, and planned Internet TV and video services, Apple in 2015 is extending from an electronics company to a truly Internet company, Google, Facebook, Amazon and Microsoft, the "four Internet giants," will need to be more alert to Apple's every move.
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