蘋果(Apple)宣布，為最新一代 iPad 添加了 LTE 支持；并升級處理器、顯示和相機(jī)等關(guān)鍵零組件。另外，蘋果也表示新推出的 iPad 采用包含兩個CPU和四顆繪圖核心的最新 Apple A5X 應(yīng)用處理器。
整體而言，新版 iPad 對平板電腦制造商發(fā)出了‘強(qiáng)化繪圖能力’的訊息。
業(yè)界鮮少有人熟知 A5X 芯片細(xì)節(jié)。然而，一位分析師表示，這款最新的芯片除了大幅強(qiáng)化繪圖性能外，還加強(qiáng)了顯示能力，在處理游戲、繪圖和圖形等任務(wù)時，還能維持低功耗特性。
繼華為16顆繪圖核心的行動應(yīng)用處理器后，Nvidia 的 Tegra 3再次躺著中qiang，被蘋果老大貶得一無是處（圖片來自癮科技）M4resmc
“新版iPad為下一代的平板電腦設(shè)立了發(fā)展基準(zhǔn)和方向，”Moor Insights & Strategy (奧斯汀)總裁兼首席分析師Patrick Moorhead說。Moorhead 之前曾任AMD高階主管，他指出，“今天，所有 10吋 Android 平板電腦制造商，都應(yīng)該再重新審視自己的策略?！?據(jù) Moorhead 推測， A5X 使用了四顆Imagination Technologies的繪圖核心。他認(rèn)為蘋果不可能改用其它供貨商的繪圖核心，因為這會打亂其基礎(chǔ)設(shè)計。
不過，蘋果的新一代處理器似乎有可能采用 Nvidia 的 Tegra 3，對此Moorhead表示，當(dāng)然不會有人質(zhì)疑 Nvidia的優(yōu)勢。
Nvidia 的 Tegra 內(nèi)含多達(dá)12顆繪圖核心；華為(Huawei)不久前也在MWC上推出了內(nèi)含16顆繪圖核心的行動應(yīng)用處理器。然而，Linley Group首席分析師暨《微處理器報告》(Microprocessor Report)編輯Kevin Krewell指出，由于每家芯片公司都采用不同的設(shè)計方法，因此很難針對這些繪圖心直接進(jìn)行比較。
Krewell認(rèn)為， A5X 應(yīng)該可確定是使用 Imagination 的 PowerVR SGX 543MP4 核心。而在今年底以前都還不會使用到 Rogue 核心，他說。
新的 iPad 平板將分別為AT&T和Verizon LTE網(wǎng)絡(luò)提供不同版本。另外，蘋果至少還為其它兩家電信業(yè)者支持LTE的業(yè)者──Rodgers和Telus合作。蘋果表示，新版 iPad 將支持高達(dá)73Mbit/s的LTE下載速率。
“看起來，高通(Qualcomm)的LTE芯片和Imagination的繪圖芯片可能是最大贏家，”Strategy Analytics資深分析師Sravan Kundojjala說?！案咄ㄊ切驴頸Pad最有可能考慮到的LTE芯片供貨商，”他說。
“整體而言，蘋果再一次為平板電腦設(shè)置了高門檻，拉開了與競爭對手的距離，”他補(bǔ)充道。
蘋果也同步發(fā)布最新版的 AppleTV 空中影像設(shè)備。售價仍然是99美元，但多了1080p影像支持。
本文下一頁：市占率“被”影響了
本文授權(quán)編譯自EE Times，版權(quán)所有，謝絕轉(zhuǎn)載
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在新版 iPad 上市后，IHS iSuppli蘋果的市占率將可能會從2011年第四季的57%提高到61%。但長期來看，該公司預(yù)測蘋果的占率可能會從2011年的62%下滑至2014年的52%。
Android 平板電腦自去年下半年起開始搶攻市占率。然而，IHS也指出，Android平板能爭取到市占率的主要原因，是由于亞馬遜(Amazon) Kindle Fire 問世后，Android平板平均售價下降了41%之多所致。
上一季賣了1,540 萬部 iPad，比 HP 賣的電腦多（1,510 萬）圖片來自癮科技M4resmc
2012年，整體平板銷售量可望達(dá)到1.24億部，比2011年的6,500萬部成長90%，IHS表示。預(yù)計該市場將穩(wěn)定成長，2016年可達(dá)3.11億部。
蘋果2012年出貨的平板電腦和智能手機(jī)將比去年多出一倍，IHS 表示。今年這個消費產(chǎn)品巨擘旗下iPad和iPhone顯示器的支出預(yù)估將達(dá)90億美元，較2011年的47億美元成長91%。
比市占更恐怖的應(yīng)該是Apps的下載量（圖片來自slashgear）M4resmc
本文下一頁：誰在給iPad供屏？
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IHS公司之前曾預(yù)測新款iPad將采用9.7英吋的QXGA (2,048 x1,536)畫素顯示屏幕，每英吋可顯示260畫素，分辨率高于iPad和iPad 2。
IHS 指出，蘋果曾表示要研究夏普(Sharp)采用銦、鎵、鋅和氧化薄膜晶體管(IGZO TFT)來實現(xiàn)低功耗的新型液晶顯示技術(shù)。夏普目前正努力提高其位在日本Kameyama八代廠的IGZO TFT面皮產(chǎn)量，但這公司也正面臨制造問題，有可能對新版iPad的全面鋪貨造成影響，而且還可能影響到iPad的顯示器成本，IHS說。
（圖片來自slashgear）M4resmc
除了夏普以外，Samsung Display和LG Display也被認(rèn)為是iPad 3的面板供貨商。
“由于在新版iPad中采用了超高分辨率顯示器，蘋果很可能面臨顯著的價格貼水，”IHS 中小型顯示器資深經(jīng)理Vinita Jakhanwal說?！叭欢?，制造商們可能會提供折扣，特別是蘋果很可能已經(jīng)投資了LG、夏普和東芝行動顯示(Toshiba Mobile Display，”他表示。
像素點密度對比，左為新iPad，右為iPad 2（圖片來自the verge）M4resmc
本文下一頁：新款iPad材料成本估算
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據(jù)UBM TechInsights的估計，新款iPad發(fā)布以及iPad 2降價，將會降低蘋果公司的利潤率。
根據(jù)所發(fā)布的16GB版本，昨日推出的新款iPad的材料成本估計為310美元，高于第一代iPad的270.86美元以及iPad 2的276.27美元。UBM TechInsights公司估計，如果這三款產(chǎn)品的售價同為629美元，則新款iPad的利潤率將下降大約5個百分點，從前兩款的56-57%降至51%。
如果在新款iPad發(fā)布后，蘋果把iPad 2的價格降至529美元，則iPad 2的利潤率將下降到53%。由于自從iPad 2在去年推出之后，其元件成本可能都已下降，2012年版iPad 2的材料成本已降到248.07美元，所以iPad 2利潤率受到的影響較小。
新款iPad成本上升，主要是因為四個部件，而且它們對成本的影響程度基本相同。UBM TechInsights估計，新型高分辨率顯示屏的成本大約上升12美元，新型A5X處理器導(dǎo)致成本上升約8美元，LTE modem和電池分別導(dǎo)致成本上升約7美元。
該調(diào)研公司稱其估計數(shù)據(jù)都是推測結(jié)果，在獲得新款iPad并進(jìn)行全面的拆解分析以后，將進(jìn)一步修正各項估計數(shù)據(jù)。
“由于增加了LTE、高分辨率顯示屏和攝像頭、更大的電池和更快的處理器等一些昂貴的元件，新款iPad的利潤率肯定會受到?jīng)_擊，” UBM TechInsights的資深分析師Jeff Brown表示。他說，蘋果“將希望利用稍微升高的iPad 2利潤率來抵消上述利潤率下降”。
他補(bǔ)充道，蘋果“也可能通過(與運營商)談判進(jìn)一步削減服務(wù)計劃來彌補(bǔ)利潤率損失”。
另外，IHS iSuppli公司估計蘋果2012年在顯示器方面的支出將增加近一倍。采購數(shù)量增多，可能幫助蘋果壓低元件成本，進(jìn)一步改善利潤率。
Brown表示，內(nèi)存更大的機(jī)型利潤也可能更高。
盡管利潤率下降，但蘋果似乎處于優(yōu)勢地位，在銷售一款優(yōu)質(zhì)高價產(chǎn)品。據(jù)IHS iSuppli公司，在低價Amazon Kindle Fire推出后，去年安卓平板電腦價格小幅下跌。
老中青三代iPad硬件規(guī)格大比拼M4resmc
老中青三代iPad零組件成本、售價、利潤對比M4resmc
本文授權(quán)編譯自EE Times，版權(quán)所有，謝絕轉(zhuǎn)載
編譯：Luffy Liu
參考英文原文：Apple steps up graphics with new iPad ;New iPad may shave Apple’s tablet margins，by Rick Merritt
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Apple steps up graphics with new iPad
Rick Merritt
SAN JOSE, Calif. – Apple added LTE and upgraded the processor, display and camera in its latest iPad announced today. The new iPad uses a new Apple A5X applications processor, sporting two CPU and four graphics cores, the company said.
Overall, the message the new iPad could be sending to tablet makers is, "Step on the graphics."
Little is known about the A5X. However, the decision to boost graphics quality in the chip, along with an improved display, should provide noticeable improvements in games, graphics and pictures while keeping the power budget low, said one analyst.
“The new iPad sets the tone and direction for next generation tablets,” said Patrick Moorhead, president and principal analyst of Moor Insights & Strategy (Austin). “If you are a 10-inch Android tablet maker and not clearly differentiated, you will have to rethink your strategy," said the former AMD exec turned analyst.
He speculated the A5X uses four Rogue graphics cores from Imagination Technologies. Changing to another graphics core provider would not be possible without disrupting Apple’s developer base, he said.
With the new processor Apple appears to be on par with Nvidia's Tegra 3, "but what matters is real game play and no one questions Nvidia's strength there," said Moorhead.
Nvidia's Tegra uses up to 12 graphics cores, and Huawei rolled out a mobile apps processor with 16 graphics cores at the Mobile World Congress last week. But it's hard to compare graphics cores directly because each vendor takes radically different approaches to them, said Kevin Krewell, principal analyst of The Linley Group and editor of The Microprocessor Report.
Krewell said the A5X almost certainly uses the Imagination PowerVR SGX 543MP4 core. The Rogue core is not due out until later this year, he noted.
The tablet will come in separate versions for AT&T and Verizon LTE networks. Apple is also working with at least two other carriers—Rodgers and Telus—for LTE support. The device will support LTE downloads at rates up to 73 MBits/s, Apple said.
"It looks like Qualcomm (with LTE) and Imagination (in graphics) are the big winners," said Sravan Kundojjala, a senior analyst with Strategy Analytics. "Qualcomm is the most likely LTE chip supplier to the new iPad considering its world-mode capabilities across network," he said.
"Overall, once again Apple set the bar high for apps processor and tablet competitors alike," he added.
In terms of media capabilities, the new iPad supports 1080-progressive video recording, a 2,048 x 1,536 pixel screen displaying 264 pixels per inch and a 5 MPixel camera. The devices weighs in at 1.4 pounds, measures 9.4mm thick and costs $499 and up for models starting at 16 Gbytes, available starting March 16.
Separately, Apple announced a new version of its AppleTV over-the-air video device. It still costs $99 but now supports 1080p video.
With the new iPad, Apple could increase its market share in tablets to 61 percent in 2012, up from 57 percent in the fourth quarter of 2011, according to IHS iSuppli. Long term Apple’s market share is expected to decline from 62 percent in 2011 to 52 percent in 2014, it said.
Android tablets gained share in the second half of last year. However the gains came at the cost of a 41 percent decline in the average street price for Android tablets amind price slashing after the debut of the Amazon Kindle Fire, IHS reported.
Overall tablet shipments are on track to reach 124 million units in 2012, up 90 percent from 65 million in 2011, HIS said. It projects steady growth to 311 million units in 2016.
Apple is projected to ship 69 percent more tablets and smartphones in 2012 over last year, according to IHS iSuppli. The consumer giant’s spending on displays for iPads and iPhones is projected to rise to $9.0 billion, up 91 percent from $4.7 billion in 2011, the market watcher added.
IHS said just prior to the new iPad’s debut it expected the device would a 9.7-inch a QXGA (2,048 by 1536) pixel display, higher resolution then the iPad and iPad 2, at 260 pixels per inch.
IHS said Apple is said to be examining a new LCD display technology from Sharp that uses indium, gallium, zinc and oxide thin-film transistors (IGZO TFT) to keep a lid on power consumption. Sharp now is working to ramp up the production of IGZO TFT panels at its Gen 8 fab in Kameyama, Japan, but the company is experiencing manufacturing problems that could affect both the availability of displays for a full rollout of the new iPad, as well as the cost of the iPad displays, IHS said.
In addition to Sharp, the panel suppliers for the iPad 3 are believed to be Samsung Display and LG Display.
“Apple is likely to incur a significant price premium for using the higher-resolution display in the new iPad,” said Vinita Jakhanwal, senior manager for small & medium displays at IHS. “However, manufacturers are expected to grant discounts, especially because Apple, in all likelihood, has made investments in display makers like LG, Sharp and Toshiba Mobile Display,” he said.
New iPad may shave Apple’s tablet margins
Rick Merritt
SAN JOSE, Calif. – Apple will cut into its profit margins--but only slightly--with its latest iPad and discounts on the iPad 2, according to estimates from UBM TechInsights.
The new iPad announced yesterday will have an estimated bill of materials cost of $310, up from $270.86 on the original iPad and $276.27 on the iPad 2 based on versions at launch using 16 Gbytes memory. By selling all three at the same $629 price, Apple is cutting its profit margins about five points from 56-57 percent on the first two generation products to 51 percent on the new iPad, UBM TechInsights projected.
Apple’s profit margin on the iPad 2 will dip to an estimated 53 percent when it is discounted to $529 at the release of the new model. The iPad 2 sustains less of a hit because prices of its components are projected to have come down since its launch last year resulting in a current bill of materials cost of $248.07 for the 2012 version of the iPad 2, it said.
Most of the new iPad’s higher costs are split fairly equally between four major components. The new higher resolution display is expected to cost about $12 more, the new A5X processor adds about $8 and the LTE modem and expanded battery add about $7 each to the new iPad’s cost, UBM TechInsights estimated.
The analyst firm cautioned that its estimates are projections that it will further refine once the tablet is available for a full teardown inspection. UBM TechInsights is part of UBM LLC, the company that publishes EE Times.
“The bottom line is the new iPad’s margin should take a little hit because of some expensive adders like LTE, the high-res display and camera, a bigger battery and faster processor,” said Jeff Brown, a senior UBM TechInsights analyst. Apple “will hope to offset that margin decrease with a slightly higher margin on the iPad 2,” he said.
Apple “also may make up some extra margin by negotiating some higher cuts of the service plans,” with carriers he added.
Separately IHS iSuppli estimated Apple will nearly double its spending on displays in 2012. The higher volumes may help the company negotiate lower component costs, further improving margins.
Profits also could be higher on models sporting more memory, said Brown.
Despite the shaved margins, Apple appears to be in the cat bird’s seat, selling a premium product. Prices for Android tablets dipped last year in the wake of the release of the low cost Amazon Kindle Fire, according to IHS iSuppli.
責(zé)編：Quentin
