[Turn] The evolution of watching TV from Apple TV

Television is being spat on by many people as "something that hasn't changed for decades", so Apple is also expected to change it. Unfortunately, this expectation has been floating in the air for so long that Apple has not played much tricks, until the announcement that Apple TV has some noteworthy improvements.

Traditional TV

Before PCs and smartphones became mainstream devices, television was probably the only mass-popular technology consumer product we could have. Television's consumer groups are "family" units, with little to no computing and networking capacity, and more of an output medium.

Although the scientific content of traditional TV is very poor in today's eyes, the contribution that this device has brought to people is not to be obliterated. In the days when many young people are willing to spend their time in the living room, traditional TV has three main meanings for people:

• Get information: people used to watch TV, often watching the news-television was once a window connecting the interior and the outside world, we rely on the TV news to get daily information, not to let ourselves and the outside to create information cut off.
• Audio-Visual Entertainment: This section is the "content" that users can pass the time, mainly divided into two pieces: video and games. Among them, video is almost the core of the mission of television, including a variety of TV dramas, programs, movies, etc., the game was early also on the traditional television has tried, then the little Overlord red and white game is an example.
• family elements: TV needs occupy the living room a small place, and the living room is the main area of family activities, so TV gradually has the characteristics of family elements, the simplest example is to see the Spring Festival Gala.

Smart TV

Today, the development of television has changed a lot:

1. With the information explosion brought about by Internet development, the function of traditional TV in acquiring information has been severely weakened. More and more young people have shifted their access to more portable devices such as PCs and mobile phones, leaving some old-and middle-aged users with the habit of using television to get outside information.

2, today's consumer consumption of the mainstream content, a large part of the existence of the Internet, and no longer the previous TV channels and television. Traditional TV channels are lagging behind the reception of content.

3. As one of the most popular categories of consumer content, the living room games that have tried on traditional television have now hatched a more professional device: consoles such as Xbox and PS4.

In this case, the emergence of smart TV and TV box products, first of all, the traditional TV with the ability to network and compute, upgrade the channels of mainstream content of television access, and then in the choice of function, smart TV focus on the "video entertainment".

Smart TV is more trying to reallocate new content from the Internet to the living room space, and it looks like the IPad, starting with a design attempt on a particular scenario.

While the new channels of mobile phones and tablets are also distributing new content on the Internet, smart TVs have a different set of logic than the devices that preempt users. The advantage of Smart TV is: large screen, high-definition, designed for the living room space design scene optimization.

The PC occupies the time of your work scene, the smartphone occupies your daily fragmentation time, the IPad occupies your time in the bedroom, the smart watch occupies your daily more fragmented time, and smart TV is to occupy your time in the living room scene.

Apple TV

The logic of Apple's fourth generation Apple TV is to continue to strengthen the smart TV's living room scene.

This enhancement has three manifestations:

1. Apple TV introduced the HBO now, Hulu, and Lehman Adventures into TvOS, first to increase the proportion of video content in the core services of the living room scene.

2. On the game side, Apple TV introduces a mild-class game rather than a game that competes directly with Xbox, PS4 and other gaming consoles. This may be due to the hardware performance considerations of such products as TV boxes, but more, I think Apple should be for better control of the use of the scene-the light game is obviously more comprehensive to take care of the family special consideration should three generations of users. Xbox and PS4 This kind of heavy game is strictly speaking, is based on the user's game demand, not specifically for the living room scene design, it and the living room scene only to fit the point is that the living room has a large screen.

3, in the interactive aspect, the new remote control simple point says is "the game handle + touch control +siri". Siri previously may best lodged on the iPhone didn't have any eggs. The reason for this is that the phone itself is a very mature device, and Siri's voice has no space to play in front of the multitouch screen. But TV is not the same: the interactive experience of television has been criticized for a long time, but there is no good solution, while the television coverage is wider than mobile phone, need a more comprehensive family of all user groups, and voice interactive form is clearly lower threshold.

Explore the extensibility of the living room scene

In addition to a lower-threshold remote control for the living room scene, Apple can also use the remote to lay the groundwork for Apple TV's extensibility. When a device tends to improve in an interactive experience, the device has more scope to expand-for example, Siri can see the weather, the results of the game on Apple TV, and the ability to get information from the traditional TV we mentioned earlier is back on the Apple TV. The way to get back is by improving the interactive experience.

The highlight of the expansion in the exploration scenario is also the "application": The Future of TV is apps--this is what Cook said at the press conference. The number of applications is the most direct manifestation of the scalability of a device. Apple wants to develop new services on television, so the IOS-based TvOS system is built into the new Apple TV, and TvOS's highlight is the App Store support. The IPhone has successfully validated Apple's ability to build an ecosystem through third-party developers, and the Apple TV platform now needs that capability.

Of course, the smart TV (or TV box) is not comparable to the expansion of the mobile phone, but the service space for the living room scene has not been fully excavated. Apple's expansion of Apple TV is expected to be a third-party developer. Now look, there's something. The shopping software on--apple TV GILT allows users to shop on the couch. This is a good try, but not suitable for the living room space this scene has yet to be verified.

In general, the significance of Apple TV's release in the evolution of television is to determine the design intensity of the scenario, and on that basis, to explore more living room services by improving interaction and introducing the APP Store.

Original article, Retric
Original address: http://36kr.com/p/5037273.html

[Turn] The evolution of watching TV from Apple TV