Why Apple has fallen behind in the smart TV competition

According to the Financial Times, Apple, which was once ambitious in the television field, has apparently slowly fallen behind.

Apple fans have been looking forward to Apple TV for a long time. Many people have provided their own imagination: the camera can instantly identify the user and call the personalized menu. Voice recognition, automatically flip the corresponding channel. Click on the program to provide relevant video content immediately. This may be some of Steve Jobs' thoughts on Apple TV.

In 2011, Steve Jobs told biographer Walter Isaacson that he “finally hacked” the perfect TV user interface. But for now, instead, Microsoft ’s new Xbox console, Xbox One, has received rave reviews for its media center features and games.

A year ago, when Apple CEO Tim Cook said that he would launch a new TV product soon, it would satiate people's appetite. But now it looks like Apple is being left behind by rivals who have adopted aggressive competition strategies.

The Xbox One and Sony's PlayStaTIon 4 sold 1 million units on the first day of this month. And Google has also released a Chromecast for $ 35, which can run most devices with Google Chrome web browser. At the same time, Samsung is looking to developers to help the integration between their mobile phones and smart TVs, such as transferring movie playback from TVs to tablets when you leave the living room.

Google, Microsoft and Samsung all have viable "ecosystems" that can cover the "largest screen" application in the bedroom and the "smallest screen" application in the pocket. Apple is still on the sidelines.

This week, Apple paid $ 360 million to acquire PrimeSense. This Israeli company used to provide some technical support for the Kinect Xbox's motion sensor. This company's technology can help Apple realize the future of living room appliances, and PrimeSense is a global pioneer and leader in gesture technology.

However, Apple TV has been rumored for a long time but no one has actually seen the spot. Apple executives' plans for its TV market have lasted for nearly two years. Cook expressed his strong interest in this region on many occasions in 2012.

However, in an interview in December last year, he said, "We have been left behind in this market. In May this year, he said that Apple has sold 13 million TV boxes so far, up to 6.5 million in the past 12 months. Since then, the innovative progress of Apple TV has become slower and slower.

Although the user interface of the iPhone and iPad has undergone a complete overhaul, Apple TV still looks almost the same as when chief designer Jonathan Yves took over at the end of last year.

And users with Apple TV boxes cost far more than iPhone or iPad. In June of this year, Apple said it sold more than 800,000 episodes of TV shows and 350,000 movies a day, a large portion of which was generated through Apple TV, and it was close to $ 3 million in revenue a day.

But some analysts believe that Apple ’s future is more likely to cooperate with existing broadcasters and service providers to fight against its competitors. But reaching a deal with so many satellite and cable operators outside the US and the US will be a long-term task. In addition, Apple also believes that this approach is too risky, because it will depend on the quality of network services of competitors.

Maybe PrimeSense and other transactions can help Apple improve its living room application experience, but many observers still doubt its future in the TV field.

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