According to media reports, a TV marked with Apple LOGO has entered the EMI laboratory for electromagnetic security testing.
According to the report, Apple TV adopts a 60-inch OLED panel, which is in line with the trend of the large-screen display. Its minimalist design, ultra-thin, narrow frame, and metal casing may also be used to achieve a better game experience.
Some media even claimed that: Apple had ordered a large number of OLED panels for Samsung on the iPhone 8 at the beginning of this year. "There is enough reason to believe that Apple TV is likely to carry a Samsung OLED screen."
Obviously, this is a story that has been conceived. If you analyze it a little, you will not see the flaws.
This is the fifth time it has been rumored that "Apple is going to do television." The last time it appeared in 2013.
This is indeed an interesting phenomenon, and the world may not find a second enterprise that is more desirable and hopeless than Apple's television.
What I want to say is this time: Apple’s rumors of OLED TV will still be false news.
At present, "Apple TV" still stays at the TV operating system level. There is no TV machine product, and it is expected that it will be difficult to come.
When the last time Apple announced that it would launch TV, I once wrote an analysis and thought that Apple is less and less likely to do television. The reason is simple: Apple has missed the best "window period" for entering television.
People who know more about the TV industry know that in the past decade, the TV industry has seen two best "window periods": one is the emergence of smart TVs, and the other is the advent of OLED TVs; the two time points are 2009 and year 2013. In these two best "window periods", Apple did not choose to enter.
Not entering the television field in the best "window period" means that Apple has actually refused to enter the television field, or that Apple has given up its TV strategy. Of course, not entering may also be because Apple did not grasp the opportunity to enter.
Why do I say that Apple is very unlikely to enter television? This is determined by Apple's product strategy.
We know that Apple has a basic product principle: no matter if it enters any product area, it must ensure that it becomes the leader of the industry. Although it may not be able to do it, Apple does define the product. If it is proved, Apple believes that it is not sure. This point, then it will refuse to enter.
True, the launch of TV was once the dream of Apple founder Steve Jobs. However, this dream before his death did not become a reality until six years after his death. The outside world has repeatedly reported that Apple will launch television again and again and fails, reflecting that Apple is very cautious about entering this product area.
Apple's prudence is not unreasonable, especially today, Apple's TV is less likely to succeed than in previous years.
Taking the two best “window periods†in the television industry as an example: Around 2009, the trend of smart TVs surged. After nearly ten years of efforts by manufacturers, non-smart TVs are becoming less and less, and smart TVs have become mainstream. becoming steady. Although a group of Internet companies launched a large-scale challenge on the smart TV industry four years ago and they look forward to subverting the industry's existing pattern, subversion has not occurred. On the contrary, those companies that claim to "subvert" others have been in trouble.
Today, smart TVs have little opportunity for new entrants, from technology to market. In this context, Apple's launch of smart TVs will not guarantee innovation in content applications. Without innovation, Apple cannot become a leading brand.
Look at OLED TVs. After 2013, OLED TVs have rapidly emerged around the world. This time, people still do not see the figure of Apple. After almost four years of market cultivation, the global OLED TV industry brand pattern has initially formed. South Korea LG, China Skyworth, and Japan's Sony have become the top three global OLED manufacturers. Which is represented by LG, from the industrial chain to the product to the brand image, other companies are difficult to reach.
In the Chinese market, Skyworth’s persistent OLED TV promotion has achieved remarkable results. It has occupied more than 40% of the total market share, even though its strategic ally, LG, is also ranked lower.
This means that, regardless of product/technical level or market level, OLED TVs have not left much chance for Apple. Apple wants to use OLED's opportunity to achieve TV overlord's merit, which is not easy. In my opinion, if Apple really wants to enter the OLED TV field, it should enter before 2013 rather than today.
The rumors that "Apple will launch OLED TVs" are actually a reflection of public sentiment, that is, it is expected that tech giants such as Apple will enter the OLED TV field, thereby accelerating the collapse of OLEDs on LCDs.
However, although Apple does not enter the field of OLED TVs, it has become a staple in the field of OLED mobile phones.
Therefore, if Apple can't ensure that it will succeed in entering the television industry, it will refuse to enter this product area, otherwise it may pose a challenge to the public's "Undefeated Apple" image formed over the years, and may afflict Apple's mobile phones, notebooks and other services. This is not what Apple wants to see. Therefore, it is more in the interest of Apple to "be safe and happy." Of course, from another perspective, Apple did lose the best time to enter the television field twice in hesitation.
In fact, Apple does not enter the television field and the public can still see excellent TV products. Today, the global mainstream TV companies have done very well in OLED product innovation. I believe that anyone who has seen OLED TVs is impressed by its amazing picture performance and fascinating product design.
Since the beginning of this year, investment in the global OLED industry has continued to rise dramatically. More and more companies are laying out the OLED industry in China, attracting attention. It is LG that has already established an OLED TV panel industry in Guangzhou, and a famous TV company in China has participated in investment. The possibility is very large.
According to reliable sources, the price of 55-inch OLED TVs is expected to fall within 10,000 yuan before this year's "10.1." This will push large-screen OLED TVs into the "ten thousand-year era," and the distance between OLED TVs and ordinary consumers will increase. near.
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