Why did Apple refuse to launch Apple TV?

The Apple conference on September 10 used a full 32 minutes to launch the new Apple TV. This is a decisive factor in the total duration of a little more than two hours.

This Apple TV has the same chip configuration as the wood chip iPhone6 ​​and has reached the computing power of the PS3. At the same time, it has a fairly complete voice control and touch-screen experience, and for the first time introduced the APP Store. If you do not consider content resources, it can be said that it is a complete explosion of domestic box products.

However, even if it did, Apple did not launch a TV product. It has been eight years since the first Apple TV was released. What is Apple waiting for?

Apple TV takes experience as a breakthrough

After the PC, the mobile phone, and the PAD, the TV screen was the last screen that was not modified by the Internet. Behind it is a huge market and it is a new growth pole.

Cooke said in his speech that television is an important family role and occupies an important position in the living room. The current television industry produces unparalleled high-quality content and is a golden age. However, the experience of using television has not changed for decades.

Cooke believes that the future of television needs to meet the conditions are: powerful hardware, modern operating systems, new user experience, developer tools.

The new Apple TV adds Siri and touchpad to the interaction. In the live demonstration, Siri's performance is quite amazing. It not only can run search information at any time during video playback, but more importantly, it has logic in content retrieval, just like the search scene in advertising: Father said, “What good family? Do you have a movie?”, the mother added “only cartoons,” and the children said “to be the latest.” These three-tiered, weighted searches provide the latest family cartoons.

Siri's use of Apple TV far exceeds the value of Iphone products. Because the interaction of mobile phones is rich and varied, TV remote controls have been criticized for many years.

The experience of playing games and finding resources with the touch screen in the remote control is also substantially refreshed. It can be said that it is the best in the current set-top box products.

The excellent interactive experience is a breakthrough point for Apple to enter a product, and it is also a condition of extensive application expansion. Apple's genes are still evident on Apple TV.




Cook has a word in the Apple TV release section that is: The future of television is the application.

At the press conference, the latest shopping applications, game applications, and video applications were also displayed. Although cross-platform and cross-app search of video resources are quite dazzling, Apple did not show a higher level of similar products in the layout of content services. In the host product, Xbox also introduced Netflix and Hulu video platform, the difference is not obvious. Even in China, the majority of TV and box companies also use video as the core to access games, shopping, education, and other resources.

Therefore, Apple hopes to use third-party applications to attract third parties to develop applications suitable for large-screen TVs with its shipment volume and digital product distribution capabilities, and then build ecosystems and increase Apple TV's weight. Apple copied the successful experience gained in Iphone and Ipad to TV. This is Cook's intention to emphasize that "the future of television is application."

The future of television will also have a revolution in display technology and disruption of product form, but for Apple TV, success depends on the application.

This explains why Apple TV has been doing for 8 years and Apple has still not produced a true Apple TV. Taking the US market as an example, the video resources integrated on Apple TV are found on Samsung’s Tizen and LG’s WebOs, compared to the old TV manufacturers who have already switched to intelligence. Even China Hisense’s products on the US market are on the same starting line. . Apple has developed a superior voice control and touch-screen remote control. However, these interactive experiences have not yet brought about expansive bursts. The advantages of APP have not yet emerged. Therefore, Apple still needs to use the TV box as a low-cost, low-input product to educate the market, nurture APP, and accumulate ecology, which will increase the potential for Apple TV in the future.

Why China Internet TV companies are more impulsive?

Apple, which has been accumulating TV boxes for eight years, has clearly contrasted with domestic companies competing for Internet TV products.

In China, Internet companies, content parties, channel partners, and panel makers are all launching smart TV products, and their spectacular level is catching up with smartphones.

In terms of interactive experience, it is far behind Apple, subject to policies in content resources, hardware itself lacks autonomy and no bright spots. Why do Chinese companies dare to preemptively "upgrade"?

There are several reasons. 1. China has huge TV production capacity and a relatively low cost of the industrial chain. There is currently a trend of surplus, and the threshold for entry is relatively low. 2. Enterprises that do smart TVs do not have ecological goals or methods. For traditional companies to sell new products, Internet companies use traffic portals, services, and content resources for the most part, and integrate resources with low costs. 3. Certain blindness, impulse to enter. Almost all of them are counter-examples, and there is almost no profit from content and services.

This kind of fundamentals has caused the homogeneity of China's Internet TV products to be serious and the competition has remained at a low level. The basic fact is that the current domestic Internet TV products are still based on cost-effectiveness as the main selling point, that is, after implementing some of the Internet features, they still have a price advantage to attract users.

In addition to the expansion aimed at delineating users, the gradual and gradual introduction of as many Internet resources as possible to the big screen of TVs and groping around the scene of constructing home entertainment centers is the status quo of China's Internet TV or smart TV.

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