As the much-anticipated Apple press conference approaches, recent days have seen the emergence of leaked spy photos of the upcoming Apple TV. These images have created quite a stir in the relatively tranquil world of color TVs, throwing a proverbial stone into the pond. Industry experts suggest that, based on the currently exposed details, Apple TV seems to be targeting the high-end market segment. While it might not immediately disrupt the established domestic color TV market, it could pose a challenge to the burgeoning Internet TV sector in the near future.
This week, the U.S. media inadvertently unveiled a series of lab photos of the Apple TV, revealing its true design for the first time: sleek and ultra-slim, with a metallic back cover and an OLED screen, exuding a distinctly "Apple aesthetic." Industry insiders speculate that after years of anticipation, Apple TV will finally make its debut at the Apple New Product Launch Conference this September.
From these photos, it's clear that the Apple TV is in the design phase and undergoing rigorous lab testing. Based on the images, this Apple TV appears to be around 55 to 65 inches. The slim bezel design gives it a minimalist look. The back cover and base seem to be made of metal, integrated seamlessly, with the base connected to the screen in a manner similar to an all-in-one machine. Two small black dots resembling cameras at the bottom of the screen may enable motion sensing for the Apple TV.
One of the photos shows a handwritten note on the back cover indicating that the TV uses an OLED screen. OLED is expected to replace current LCD panel technology, marking a significant technical highlight for Apple TV, aligning with Apple's innovative approach to materials and technology. The upcoming iPhone 8 has also confirmed its use of OLED screens.
The TV base is substantial, leading the industry to speculate that it could wirelessly charge an iPhone placed on it. Some netizens have suggested that Apple's mobile phones could connect to the TV via Bluetooth, transforming the phone into a TV remote control. Users might also be able to project their phone screen onto the TV, enabling cross-screen dragging and dropping. Given Apple's advanced Siri voice control, Apple TV may also feature voice command capabilities.
Since the news of Apple's plans for Apple TV broke ten years ago, the product has yet to reach consumers. Industrial observer Hong Shibin notes that for Apple, perfect industrial design isn't an issue. The real challenge lies in formulating a market strategy. Currently, Apple lacks significant influence in the TV content supply chain. If Apple were to offer only hardware without content, software, and services, it wouldn't rush into the TV industry. Additionally, there is competition and resistance from U.S. cable operators and TV content providers.
Back in 2007, Apple introduced its high-definition TV set-top box, Apple TV, allowing users to stream TV programs online. It also enabled users to share photos, videos, and music from their iPad, iPhone, iPod, or PC via Airplay. The industry sees Apple TV as Apple's gateway into the TV market, and the launch of TV hardware products is imminent.
Entering the TV market at this time raises eyebrows among many industry insiders, as the TV market has long been a highly competitive red sea.
As a central hub for home entertainment, TVs have faced challenges over the past two years in terms of product competitiveness and market performance. Statistics show that the color TV industry is teetering on the brink, with new technologies like OLEDs, quantum dots, and even artificial intelligence struggling to gain traction in the market.
Data from Zhongyikang Times reveals that the first quarter of 2017 was the toughest for the color TV market in the past five years. Sales volumes dropped to their lowest in five years. In Q1 2017, retail sales of color TVs reached 11.53 million units, a 12.5% drop from the previous year. The situation worsened in Q2, with May Day being the most crucial promotional event. Zhongyikang data shows that retail sales of color TVs during May Day fell by 17.4% year-over-year. In the first half of the year, only February and June saw slight increases in the online market, while all other months recorded declines compared to the previous year. Overall, the online market fell by 4.7%, while the offline market plummeted by 19.3%.
Despite declining sales, the rankings of major brands have remained relatively stable. Zhongyikang data indicates that the top ten color TV brands in Q1 are Hisense, Skyworth, TCL, Changhong, Sharp, Konka, Haier, Samsung, Sony, and PPTV. Most of these are well-established home appliance brands with strong footholds in the market. Breaking into such a saturated and mature market would be difficult for newcomers.
Wu Chunyong, CEO of Convergence Network, notes that given the current trends in the global smart TV industry, if Apple maintains its high pricing strategy akin to its mobile phones, Apple TV will face resistance unless it creates a new brand and industry chain. The TV terminal industry has lost its original prominence due to competition from mobile Internet and mobile devices.
iResearch analysts suggest that the mobile Internet is reshaping people's lifestyles, making traditional TV viewing obsolete for many users. Limited TV resources, rigid playback modes, and cumbersome operations lead most users to treat TVs as mere displays. According to iResearch surveys, over half of respondents stated that TV is no longer their primary entertainment choice at home.
However, despite the stagnation in the traditional TV market, opportunities remain.
From 2013 to the present, the Internet smart TV market has attracted numerous players, from pioneers losing money to new entrants. In 2015, Skyworth launched a new Internet TV brand, and Micro Whale entered the market with Li Ruigang's backing. Following Stormwind's entry, this year saw the release of the first VR TV. Last August, Mango TV joined the fray. Six traditional TV manufacturers, including Shanghai Xin, Konka, and TCL, continue to compete in China's smart TV market, offering everything from 4K to 8K resolutions and flat to curved screens. These "Internet barbarians" aim to challenge established TV brands.
However, the selling points of smart TVs are becoming increasingly similar. Technical barriers for TVs themselves are low, with processors and designs not providing enough differentiation. For users, content is more appealing. Content not only breaks the hardware homogeneity dilemma but also plays a crucial role in fostering user loyalty. User experience is another key factor, and these are areas where Apple can differentiate itself.
For Apple, Apple TV has already built a strong foundation. Data shows that in June 2016, Apple announced that Apple TV had accumulated over 6,000 apps. The newly developed iPhones can control Apple TV without a remote control, integrating Siri to revolutionize TV interactions. Apple TV's video library boasts over 650,000 resources.
Additionally, according to news from the patent website Patently Apple, Apple's 2013 gesture control patent was recently approved. This patent describes a method for users to control Mac and iOS devices via gestures, applicable to TV products. Similar to the old iOS app Bump, the system detects user gestures. Apple noted that user interfaces in the entertainment and TV industries are evolving rapidly, and gesture control will complement or eventually replace traditional, unnatural interfaces like keyboards, remotes, and mice.
Hong Shibin believes that Apple's biggest strength lies in its interactive capabilities. Apple TV will likely focus on this area, including optimizing and independently developing applications to enhance intelligent program usage and improve user-product interaction. Interoperability between Apple products will also be emphasized to enhance resource sharing.
"Given various factors, when Apple designs the format of Apple TV, it must consider regional regulations governing TV terminals and create distinct Apple TV models tailored to different regulatory environments," Wu Chunyong candidly admitted.
With the maturation of OLED screens, wireless transmission, and other technologies, Apple TV has seized its best opportunity, which might be its last chance. As the performance of mobile phones and computers plateaus, Apple needs to explore new business areas. The TV represents Apple's most integrated and expansive product line.
As Apple TV edges closer to reality, its potential impact on the tech landscape remains to be seen.
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