Orrester analyst James McQuivey has been very concerned about the future of TV. He has written many articles and reports on "smart TV." Recently, he looked at how Apple will conquer the TV market.
He believes that Apple should sell a TV that is not a TV. The goal of this TV is not to replace the user's existing TV. Instead, a new screen has been added to the user's life. He envisioned the form of the TV, a 32-inch touch screen that can be controlled by gestures, sound and iPad, and also embedded in the wall. This TV can be placed where people usually get together and discuss things – often restaurants or kitchens. This TV will have calendar, photo, video, FaceTime and more to sync with other devices. He called this TV iHub.
This TV form seems to be a bit similar to the Surface we reported earlier, that is, TV is not just a TV, but an information display device. From the perspective of James, he hopes that Apple will produce something similar to the "family whiteboard" and use digital devices to create a home space. Unfortunately, this imagination did not convince Philip Elmer-Dewitt, a columnist for Fortune Apple 2.0. He has always suspected the possibility of Apple making a TV set.
Why doesn't Apple make a TV set? Philip's reasons are very good:
The TV market is crowded and full of low-cost producers; profit margins are bad; TVs are big and stupid, often requiring professional installation; the TV market is not a single global market; users tend to keep TVs for ten years (and Apple prefers to sell fast-changing products—such as a two-year replacement iPhone and a three-year replacement Mac—and it’s not easy to negotiate with cable companies that hold local content.
Why does Apple want to be a futurecomer and enter a market that is mature, competitive, and unprofitable? Not to mention Apple has launched Apple TV - I am afraid some people will scream "Apple TV is not a smart TV! It is a set-top box! Don't worry, the reason for watching Asymco is not too late: the future Apple TV must have at least the genes of Apple products, Not only is the shape simple and smooth, but it should be able to be interconnected with other devices. This is the most basic standard. From this standard, if Apple TV really exists:
1) Equipped with iOS; should have iTunes Store, or even App Store.
2) Enough to obtain content from third parties; is a global product that relies solely on Internet protocols and is independent of split cable TV standards.
3) Have AirPlay; can be used as another screen by other iOS devices.
Apple TV now fully meets the above requirements. Remember the launch of Apple at the beginning of this year? New Apple TV This set-top box-like device can now connect to iTunes and connect to a desktop computer, which means it can be used as another screen by other iOS devices; it is also connected to third-party content providers; and it natively supports AirPlay, iCloud Other functions; it relies only on existing network protocols and does not rely on cable television standards. Of course, it also improves the user interface.
Perhaps, Jobs, an ambitious technology leader, is not a big TV in his mind, but a small set-top box. According to James, 32% of households in the US currently watch online videos through set-top boxes.
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