On September 5, the New York Times Online edition wrote that Apple may launch a new generation of Apple TV at the September 9 conference. In addition to the new remote control, it will also be open to third-party developers. The expansion of the living room entertainment area.
The following is the full text of the article:
Apple is finally ready to formally march into your living room.
This ambition will be unveiled at the new product launch on Wednesday. According to informed sources, the company will launch an upgraded version of AppleTV. The TV set-top box can broadcast online video and network music through the TV.
Informed sources said that this is Apple's first upgrade of Apple TV in three years, this move will expand the application of AppleTV in the game field, including the redesign of the remote control, an additional touchpad can also be a game handle. More importantly, this new device will also support applications and games designed by independent software developers.
The revised device will be on the same stage as Apple’s biggest source of earnings for the iPhone. The company once called AppleTV "hobby" because the business generated less than 5% revenue for the company. For this reason, the focus of the introduction of the device, indicating that Apple hopes to turn this product into a multi-functional home entertainment products.
So far, not many companies have made much progress in this area, and even Apple is no exception. This move will help the company further expand this highly competitive market. Although living room entertainment has become a key area of ​​development for many technology giants, Sony has introduced PlayStation consoles, Microsoft has released Xbox game consoles, and Amazon has also developed Echo home devices, but few companies have become truly essential home network services for users. .
Apple TV has long lost its vitality. Apple introduced this product in 2007, but the service provided is inferior to the cable TV package. A recent survey by Forrester Research, a US market research company, found that only 19% of American adult Internet users are interested in Apple TV or have already used Apple TV.
"The key to the Apple TV conference is that it will become a more general-purpose box," said Peter Csathy, CEO of Manatt Digital Media, a media information company. "After that, it can eventually become a service of various kinds to be placed in users' homes." The Trojan horse helps Apple sell more hardware."
Apple declined to comment on the new Apple TV and the September 9 launch. Many online media have previously reported that Apple will release new Apple TV and other products on Wednesday.
As Apple is looking for new growth channels, it is even more important to increase home technology. Most of the company’s revenue and profits depend on the iPhone, and Apple CEO Tim Cook has begun to broaden its product line, launching new devices such as Apple Watch and new services such as Apple Pay and Apple Music. Product diversification provides Apple with a variety of channels to attract users, helping them to lock users in the company's product, software and service ecosystem.
Over the years, Apple has been investing more effort in establishing partnerships with television studios and other content manufacturers to introduce content for Apple TV and the company’s mobile devices. Apple announced an exclusive agreement with HBO this year to introduce HBO Now to iPhone, iPad and Apple TV. With this application, users do not need a cable TV package and can still watch HBO programs through streaming media technology. Apple also negotiated with several leading television groups and hopes to provide Internet TV services for the company's iPhone, iPad and Apple TV. However, people familiar with the matter said that this service will not be released next week.
Apple also revealed greater ambitions in television in 2013. The company dug up Hulu executive Peter Distad for AppleTV. At Hulu, Didestad was responsible for content distribution and subscription projects.
Today, the company's focus is no longer limited to television content. If AppleTV supports third-party games and applications and redesigns the remote control, it will pose a greater threat to the Xbox, PlayStation, and Nintendo WiiU.
"What's more interesting than content trading is the app store," says Ben Bajarin, analyst at Creative Strategies, an American market research firm. "AppleTV is now a software development platform. Developers can write for 40-inch screens." It will immediately appeal to content producers and application developers."
Apple also raised the price of this device from US$69 to US$149, which will also put more pressure on it and cannot be limited to the services currently provided by Apple TV and its competitors.
But all this does not mean that the iPhone is no longer the protagonist of the conference on Wednesday. The launch of the new iPhone in September each year has become Apple's tradition. Informed sources said that the new iPhone will use a higher quality camera and ForceTouch pressure sensing technology.
Informed sources said that Apple will also release a new generation of iPad. It is reported that the company is working on the finalization of the revised iPad keyboard and may be officially launched at the end of the year.
Other products expected to be released next Wednesday include the new metal-faced Apple Watch, including the lower-priced gold version. Apple is also expected to launch iOS9, and it is possible to integrate more advanced search technology for Siri.
Of course, Apple may also continue its co-founder Steve Jobs's "one more thing" mode.
In addition, attendees may witness new product demonstrations this time, because Apple's launch will be held in the 6,000-seat Bill Graham Civic Auditorium, which is much larger than the previous venue. There is speculation that Apple may use this to demonstrate a more immersive physical store experience model.
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