In addition to smart phones, to large-screen TV as the core of the living room entertainment market, has become one of the hot nowadays. Google, Amazon and Apple and other companies launched a fierce competition. A recent market research report shows that Apple's set-top box performance is poor, the US market share has fallen to 15%, and in the fall of this year, Apple is expected to release ultra-high-definition version of the new set-top box, but the product pricing is high, whether to Save the share of Apple, or an unknown.
In the past, many families watched movies and TV shows through tablets, but nowadays, large-screen televisions are becoming the core of living room entertainment, and for non-smart TV users, they still need to buy set-top boxes or video sticks (small, Flash drive, directly connected to the TV's HDMI interface), which formed a video entertainment hardware market.
According to the US technology news website TheVerge reported that recently, the US market research company Parks Associates on the United States 10,000 families were investigated to understand the big screen entertainment equipment market.
The survey found that Roku is currently ranked first, with market share rising from 32% a year ago to 37%. Leadership is very obvious.
Amazon also achieved significant growth, with market share increasing from 16% a year ago to 24%.
Apple's results are even worse, the market share from 19% a year ago fell to 15%.
Before the other company's survey results also show that in the United States living room entertainment equipment market, Apple has become the penultimate, and sales and share are falling among them.
According to US media analysis, Apple's market share fell, mainly due to product pricing is too high. At present, Roku, Amazon and Google and other companies have launched a $ 100 or so set-top boxes, and dozens of dollars of video sticks, cost-effective. In contrast, Apple, its set-top box is currently divided into two versions, priced at $ 150 and $ 200, the price level is slightly higher.
Amazon, for example, the company's set-top box pricing is only $ 80, also introduced a cheaper video stick, for only $ 40.
The report also shows that Google launched the Chromecast video bar market share slightly shrink, from 21% last year dropped to 18%.
According to reports, in addition to hardware cost, Roku's related video software has been pre-installed to many devices and television, which promote the product sales, Amazon is also taking this strategy.
The importance of the living room Internet is climbing, and many TV manufacturers have also transformed into video content operators, through video on demand, video members and advertising services to get revenue.
Previously, Apple also specifically for the set-top box launched the operating system, and invited third-party development for large-screen application software, but from the current point of view, Apple's set-top box market penetration is not high, close to the Apple iOS operating system in the global smart phone market Of the permeability.
Relatively low product sales, will also hit the interest of external developers.
In the past years, Apple's energy and resources focus on the smart phone project, the phone also contributed two-thirds of the company's income, while Apple's personal computer business, set-top box business was ignored, product updates slow , Many performance indicators have lagged behind the opponent.
It is inconceivable that Sharp and other TV manufacturers are planning to launch 8K products, but today, Apple set-top box to support the video resolution is only 1080P, Apple does not support 4K. However, a series of recent signs show that Apple is likely to launch in the fall conference, launched support 4K and HDR set-top boxes.
In addition, Apple's video content store is expected to also launch 4K video content for consumers to download.
Some media pointed out that Apple should follow the trend of the industry, the introduction of more cost-effective video stick products. But in history, Apple has been hoping to launch a higher configuration, better performance, higher prices of the product, so the possibility of introducing cheap video sticks is minimal.
Video hardware and content combination, has become the industry trend. But the strange thing is that Apple has entered the field of original film and television, and plans to invest 1 billion US dollars this year for shooting works and purchase of copyright, but Apple's original video goal, not to promote the sale of set-top boxes, but to promote more consumers Buy members of Apple Music Service.
Today, Apple has no own network of video services, is still providing a very old movie and television drama purchase and rental services.