Who can round Jobs' TV dream? I'm afraid it's too late
This year, the iPhone will be equipped with OLED screens for the first time, and the "OLED Apple TV" has also become a thing of the past. Did Apple have any plans to make a TV? If we now step into the television industry, how many advantages can Apple have?
Has Jobs ever thought of making television?With regard to Jobs's plan for Apple's television product line, the media have different opinions. Jobs's "Queen" reporter Isaacson disclosed in the "Biography of Jobs" that Steve Jobs has laid out a blueprint for Apple's products for the next four years. There is a TV program. Jobs hopes to bring revolutionary changes to televisions, as well as innovative computers, music players and mobile phones. And this TV must be a great performer, able to play games, Blu-ray playback, streaming video, and does not require cumbersome devices and settings, a universal remote control, better picture quality and an easier-to-use operating system. This TV will It's as simple and elegant as other Apple products.
Dr. Moh, a well-known American science and technology commentator, once stated that Jobs had wanted to promote the revolution of television before he passed away and make television use better. There is no doubt that whether it is ipod, iPad or iPhone, it has created new entertainment trends for people of that era. For the largest entertainment terminal TV, Apple must have a good dream.
However, in the biography of "Became Jobs," Steve Jobs himself seems to have never been determined to enter the television market. Steve Jobs said in the late 1990s that "I just don't like television, and Apple will never launch TV products." The author of The Empire in Dilemma: Apple in the Post-Jobs Era also called Steve Jobs that "TV is a bad business with low frequency of updates and low profit margins."
We may have no way of guessing what Jobs's innermost thoughts are like, but from Apple's 2007 launch of the first-generation Apple TV to the recent fifth-generation Apple TV's frequent announcements, Apple is still more open to television. Although TV hardware has not yet been hand-picked, Apple TV can be seen as “indignant†on Apple TV.
Apple missed the best time for televisionFrom the point of view of the new Apple TV broke the news, such as HDR, 4K are not really innovative features, interactive experience, Siri may not be so easy to use. The content can cooperate with Netflix, MLB and HBO to watch different suppliers' content on the same device. However, this model is everywhere in China where OTT services are rapidly developing.
Although Apple did not give up TV, the marginalization in this industry has become an established fact. Although Apple still has strength, it missed two important periods in the transformation of the TV industry and it has no guarantee that Apple can become the leader of this industry. Perhaps Jobs also dared to take a risk, but Cook certainly will not.
Therefore, this time the "Apple OLED TV" rumors, presumably also media obscenity, or OLED Alliance rallying public opinion means.
Let's make a hypothesis. If Apple launched Apple TV in the years before 2009, when the smart TV episodes broke out, the current situation may be the same as that of smartphones. ios TV and Android TV show a separatist trend. If in 13 years or so, that is, the emergence of OLED TV budding years, Apple invested in large-screen OLED panels, the development of a new OLED TV, perhaps Apple TV is sitting in today's LG position, almost dominating the OLED TV field.
However, even if it does, it does not necessarily have an appetite for the people.
Sony is absolutely technically strong in the field of television manufacturing, but it is still faced with the irritability of the country, especially in terms of content supply and operating systems. After China's Internet TV has become very popular, the gap in the supply of content has become more and more obvious. Many people have expressed their frustration for sticking to the practice of using a video cable.
However, Sony TV has a lot of flexibility after adjusting its strategy this year. In the first few days, Tencent has jointly launched three new 4K HDR models for the Chinese market, and a 360° transformation has taken place at the content entrance, plus Sony’s image processing. The absolute advantage of technology, so that a wealth of content and put on a mysterious coat.
If Apple TV can appear, it may also encounter such a Sony TV experience. The apple is not the innovator of the trend, but the wave greeter.
For example, HomeKit launched by Apple in 2014 can be counted as an extension in the field of smart TVs. After WWDC 2017, Apple began to make more open use of HomeKit to be compatible with more devices. However, the layout of Google and Amazon in this area is obviously much faster, Echo Show and Google Home have played around the AI ​​assistant's wind and water, Apple still uses hardware strategy, compared to Amazon and Google more closed, the process is also obvious It is much slower.
OLED TVs have less chance of leaving AppleApple has already been forced to become a “follower†in smart home services. If it is involved in TV hardware, especially the rumors of OLED TVs, the probability of success will be even worse.
Let's take a look at some of the patterns in the upper reaches of large-screen OLED TVs. Most of OLED raw material suppliers have close cooperation with Samsung. The largest evaporation equipment manufacturer in Japan, Canon Tokki Corporation, has almost 90% of its production capacity signed by Samsung. The large-screen WOLED panel R&D and production is almost exclusively LGD. Although the domestically produced BOE has also introduced a large-screen OLED panel, it is still insufficient to support large-scale mass production and the yield rate is yet to be tested.
Technically, WOLED is not the best large-screen OLED solution, but it is the best business solution that combines cost, picture quality and service life. Sony, once tech-savvy, was full of enthusiasm for RBG OLED, but when it comes to R&D and production, it suffers from problems such as low panel yield, difficulty in making large size, and easy burning. This directly leads to high prices, which is a recognized technical bottleneck in the industry. If Apple wants to make breakthroughs on the panel, it is not something that can be done in the short term.
In terms of the market, the OLED industry alliance of domestic manufacturers including Skyworth and Konka has already formed in the mainland. North America has almost become the world of LG, as well as some high-end shares of Panasonic and Sony. If Apple really wants to get involved in the OLED TV field at this time, no matter whether it is products, technology, or the market, there will not be a big breakthrough. The chance of leaving Apple is very slim.
As Apple, who is always striving to be an industry leader, obviously will not be able to enter the Red Sea now. If it is to be done, it may be that Jobs’s era has already begun.
Conclusion: Televisions are not as indispensable as mobile phones. With the development of mobile Internet, people have more and more information access windows, and TVs are gradually being marginalized from people's daily lives. Artificial intelligence seems to give television a chance to regenerate, but it is only a short-term self-confidence. However, each family does not have a television. It has strong family attributes and has become a kind of home culture. It is sufficient but not necessary. Although the probability of Apple becoming a TV is getting smaller and smaller, we still hope that the TV industry will be able to produce products that lead the revolution like the iPhone and look forward to a revolution in TV. It will also change our home life habits.
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