While many iOS and Mac users are using Apple TV, it has to be said that it is not one of Apple's most successful Apple products on a global scale.
At least not yet
Apple this is the "interest" of the product is now returning. Over the past few years Apple has done a lot of attempts, want it to become a user for the essential products. In my opinion, the current Apple TV for Mac, iPad or iPhone users, perhaps a very useful value of the device, but it seems in the TV market, there is really no sense of existence.
Apple has always been to do is to provide users with a "content package", with this content package users will be able to give up limited TV subscription service, as long as a month to pay a fixed monthly rent in this content package to see them want to see Content. However, the reality is always very cruel, Apple in the implementation of this concept in the process, met from the television industry and other industries of heavy resistance.
This is the past thing. But now the media industry is changing at an unprecedented rate, a year is also very long, enough for this industry has undergone enormous changes. The latest data from Walker Sands show that the era of traditional TV services is declining, and it is fading at a very fast pace.
Fragmented "living room"
Walker Sands surveyed 1,823 US consumers to see which pay-TV service they used at home, with the following results:- Traditional cable service: 51.18%- Streamline cable service: 12.4%- Application of premium classification pricing: 11.63%-Netflix: 50.25%-Hulu Plus: 21.17%-Amazon Prime TV: 28.96%- Other services: 6.42%
- not in the above options: 13.77%
Through these data we can see a very obvious and interesting phenomenon: the television industry is already a highly fragmented area, in this area Apple and other companies have the same opportunity, are likely to create their own empire.
game of Thrones
Disney has also recently made a major digital transformation decision, announced a new direct consumer-oriented streaming media services, and Netflix launched a positive competition. Disney's new subscription service is expected to be the first to be launched in the United States in 2019 and then to the global marketplace, which will be the exclusive channel for Disney and Pixar's new animated and live films.
This means that in this market Apple will be more of a strong competitor, Disney currently holds 30% stake in Hulu.
While Disney Chairman and CEO are members of the Apple Board of Directors, which implies that Apple will create a unique Apple content in the process of the world, who will be the biggest beneficiaries.
Amazon, Hulu and Netflix applications will soon support Apple TV, that is now the scale of this industry is not small. And AT & amp; T and Time Warner's cooperation will make this industry more powerful players.
But as before, we do not know what will happen next, we do not know how competitive these new technology media companies will introduce products in this industry, how they will tap the market.
We only know that through the data released by Walker Sands, the fragmentation of the industry has been very serious, the industry in these companies may eventually have to sit down and negotiate, in the industry before entering the winter to determine more conducive to the development of the industry transaction.
Apple may stick to their plans in this area, never compromise.
Later Apple TV
Apple didn't talk much about their Apple TV on WWDC 2017, but Apple Corp CEO Tim Cook said, "we'll have more talk about this area in the future.""
At this year's WWDC conference, Cook announced that Apple TV now has 50 + partners, Amazon's Amazon Prime will also officially joined the tvOS camp later this year. Amazon Prime members have always thought that Apple TV's big criticism is unable to play Amazon video content. Apple's iOS mobile device has long supported the Amazon video application that does not allow the purchase of video. But the application has never been used in any form on Apple TV.
In tvOS 11 two major updates: main screen sync and appearance automatically switch. The Home Screen Sync feature keeps any Apple TV apps and home screens that use this iCloud account up-to-date. The main screen sync allows users to use the same application and main screen layout in multiple Apple TV. If an Apple TV does not have an app installed, the sync will be installed automatically.
The appearance of automatic switching is tvOS 11 in another known update, in fact, this function is the night and day mode switch. TvOS 10 already supports night mode, but the user needs to manually switch. In tvOS 11, the system can switch the mode according to time.
But these are far from the industry expectations of Apple TV upgrade, the industry hopes Apple TV can:- Faster and better graphics performance-4K support- more movies, including the ability to view the film currently being released in the theater- Better integration of all available content - no need to switch back and forth between applications- Better gaming experience- immersive entertainment experience
- movie subscription and original content
The current situation
Previously, users found that if you rent or buy a specific high-definition movies, you will find the purchase of iTunes records appear on the "4K HDR" words. Apple will start using HEVC format, and HomePod code shows the future of the new Apple TV will support 4K, HDR and Dolby horizon.
Which means that Apple TV may need a faster and faster processor - will it be a variant of A10 version? It will give users a better gaming experience and immersive entertainment experience, and perhaps there will be ARKit solution.
We also know that Apple intends to produce original content, the current Apple's Carpool Karaoke and application of the planet are already on the line. And Apple has recruited this professional, I believe there will be more Apple's original program appears.