Apple TV did not win recognition in the large market
According to AppleInsider, a US technology news website, market research firm Parks Associates released the streaming media equipment market report from the first quarter of the US to the first quarter of this year. The report pointed out that the traditional set-top box manufacturer Roku with 30% market share, ranked first, and Apple with a new set-top box rose from 13% to 20% still ranked fourth, the future of Apple's set-top box how to develop depends on the market How is the reaction?
However, it is gratifying to note that currently, the U.S. market share of streaming media equipment is evenly divided, and there is not much difference among the company's shares. There is no dominant manufacturer, and it is not pessimistic for Apple to be ranked fourth. thing.
How is Apple's attitude towards Apple TV?
The market performance of Apple TV is not very good, and the revenue from devices such as smart phones and tablet computers is also much lower. In addition, as TV set-top boxes also need to spend a lot of copyright investment, to create native content to seize the advantage. So what exactly does Apple think of this market?
A year ago, Roku accounted for 34% of the market, Google Chromecast (Google did not launch set-top boxes) accounted for 23%, Amazon set-top boxes accounted for 16%, when Apple's set-top box share was only 13%.
Last year, Apple not only upgraded the hardware of the set-top box, but also introduced a new remote control that can control and search for programs through voice. At the autumn conference, Apple also put the set-top box as one of its key products, saying that it will develop various TV-side application software and build a television application software ecosystem.
Apple’s sincerity in Apple TV has also increased the market share of Apple’s set-top boxes by half, to 20% of the current level. However, this is far from being completed as a streaming media device's popularity, and the cost and profit have not increased in proportion.
According to internal sources, the set-top box has never been one of the items that Apple has attached importance to. Even in the Apple Financial Report, the set-top box was included in the “other hardware†section and used as a miscellaneous hardware with music players and Apple Watches. What is its specific sales volume, how much growth, Apple has not yet shown to the public.
Failure to seize the mainstream market because of the price?
After the product upgrade, Apple was set and although it achieved a 20% market share, it still ranked fourth. Why hasn't Apple improved its rankings? According to analysis, product planning and price are important reasons.
In the U.S. market, television streaming media devices, in addition to set-top boxes, have products that attract people more to purchase—TV sticks. They are smaller, cheaper, and have a role to play against set-top boxes.
In fact, American consumers are more welcome to such products as TV sticks. For example, Google has launched the Chrome TV stick, and Amazon has followed the example of Google’s launch of the Fire TV TV stick. These TV sticks brought about three-quarters of sales to Amazon, and Roku, which has the largest market share, also has nearly one-third of TV sticks promoting device sales.
However, Apple has not launched TV stick products, and even has no advantage in the pricing of set-top boxes. The latest set-top box, 32GB storage capacity version is priced at 149 US dollars, while the 64GB version is priced at 199 US dollars. Apple's set-top box is priced higher than its competitors.
Although after upgrading the set-top box last year, Apple adopted the strategy of selling two generations of products at the same time, in which the old set-top box sold for 69 US dollars, which is still much higher than the TV stick.
In contrast, the Amazon TV stick is priced at $40 and comes with a standard remote control. The voice remote controller is priced at $50. In addition, Roku's most expensive fourth-generation set-top box can support 4K video playback, priced at only 120 US dollars.
It can be seen that the price has become an impediment for Apple's streaming media devices to enter the market, and the lack of product lines has also made Apple users lack more choices.
Written at the end:
If the market performance of Apple's set-top boxes has been unsatisfactory, Apple may consider changing its sales strategy to lower prices. However, Apple's previous low-cost strategy for the iPhone's new product did not win the user's favorite, but it was a bad comment. Taking a low-price strategy may lead to the collapse of Apple's brand image. How to find a balance point will become the most troublesome thing for Apple. Xiaofa Xiaobian believes that if Apple wants to seize the streaming media device market, it may need to take out the role of housekeeping, starting with technological innovation and characteristic applications. This is not an easy task and we look forward to the future performance of Apple's set-top box.
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