除了少數(shù)的幾次例外，蘋果公司(Apple Inc.)的產(chǎn)品開發(fā)策略一向是“只要開發(fā)好了，顧客就自然來(lái)?！?If we build it, they will come.)最近的例子就是新 iPad ，它又再次讓蘋果粉絲不惜徹夜在零售店外大排長(zhǎng)籠等待新品開賣。我們對(duì)于這樣的場(chǎng)景已經(jīng)司空見慣了，三星(Samsung)在其宣傳廣告中還將情節(jié)改成蘋果粉絲放棄排隊(duì)，轉(zhuǎn)而投入其 Galaxy Note 的懷抱，媒體甚至也將粉絲徹夜排隊(duì)當(dāng)成一個(gè)新聞事件來(lái)報(bào)導(dǎo)。 而今，蘋果公司最大的制造伙伴──富士康電子公司(Foxconn Electronics Inc.)透露蘋果很快土將會(huì)推出 Apple TV 的消息。這件事的發(fā)生一點(diǎn)也不令人意外，看看富士康最近入股夏普電子(Sharp Electronics)的顯示器業(yè)務(wù)，就是針對(duì) Apple TV而來(lái)。真正令人驚訝的是像富士康總裁郭臺(tái)銘這樣一位經(jīng)驗(yàn)豐富的高階主管，竟會(huì)公開發(fā)布客戶的產(chǎn)品策略？關(guān)于這一點(diǎn)我們下次再另辟文討論。 蘋果公司至今在電視業(yè)務(wù)方面的產(chǎn)品一直是可讓用戶接取至網(wǎng)絡(luò)的機(jī)頂盒(STB)。蘋果實(shí)際上擁有著進(jìn)軍電視業(yè)務(wù)的一切資源，包括專利的顯示器技術(shù)。為什么蘋果遲遲未能展開行動(dòng)？大概是由于該公司已故CEO喬布斯一直想要開發(fā)出一款更友善用戶且能與其它家用設(shè)備同步的電視機(jī)吧！在喬布斯去世以前不久，他曾經(jīng)告訴傳記作家Walter Issacson，他已經(jīng)破解整合電視的密碼了。 根據(jù)以往的經(jīng)驗(yàn)，無(wú)論外在市況如何，很少影響 到蘋果公司的產(chǎn)品發(fā)展策略。隨著發(fā)展逐漸趨于飽和，電視市場(chǎng)持續(xù)處于低迷已經(jīng)有一段時(shí)間了。液晶顯示器(LCD)屏幕的價(jià)格持續(xù)下滑、大尺寸面板制造技術(shù)障礙突破，而 HDTV 的價(jià)格也達(dá)到了“經(jīng)濟(jì)實(shí)惠”的范圍了。而就算想用 3D 等新興技術(shù)應(yīng)用來(lái)重新激活電視市場(chǎng)，它也還未發(fā)展到能取得什么動(dòng)力的程度。 HDTV技術(shù)和產(chǎn)品組合都已經(jīng)達(dá)到十分先進(jìn)的技術(shù)水準(zhǔn)了，用戶對(duì)于目前所擁有的也已經(jīng)十分滿意了。 那么蘋果電視必須具備什么特點(diǎn)才能吸引消費(fèi)者愿意花錢再多買一臺(tái)電視呢？根據(jù)一些媒體報(bào)導(dǎo)，蘋果公司將會(huì)整合其 SIRI 語(yǔ)音辨識(shí)系統(tǒng)于其 iTV 電視產(chǎn)品上。 iCloud 功能也將進(jìn)一步進(jìn)行功能升級(jí)，使其得以更輕松地在跨多平臺(tái)之間進(jìn)行內(nèi)容下載，而且也更便宜。有的媒體還指出蘋果電視將內(nèi)建一部攝影機(jī)以及可連接到App Store。 毫無(wú)疑問地， iTV的價(jià)格一定不便宜。 iPad 平板電腦和 iPhone 手機(jī)都是消費(fèi)電子產(chǎn)業(yè)中最昂貴的項(xiàng)目，盡管蘋果上一代產(chǎn)品折價(jià)但幅度也不大。而今全球經(jīng)濟(jì)仍未見好轉(zhuǎn)，至少在歐洲以及亞太區(qū)一些地方仍持續(xù)低迷。如果真的如同媒體預(yù)期，蘋果公司在今年推出 iTV 的話，所謂的“蘋果效應(yīng)”(Apple)這次可能會(huì)像“鐵達(dá)尼號(hào)”(Titantic)一樣沉淪。但如果如另一派的預(yù)測(cè)，蘋果等到2014年才推出電視產(chǎn)品，那么 iTV 可望改寫電視市場(chǎng)生態(tài)，為電視產(chǎn)業(yè)建立新標(biāo)準(zhǔn)。 你覺得呢？對(duì)我來(lái)說，如果SIRI能夠取代電視遙控器的話，我很樂意試試新的iTV。 編譯：Susan Hong 本文授權(quán)編譯自EE Times，版權(quán)所有，謝絕轉(zhuǎn)載 參考英文原文：iTV: Field of Dreams or Titanic?，by Barbara Jorgensen, EBN Community Editor

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{pagination} iTV: Field of Dreams or Titanic? Barbara Jorgensen With only a few exceptions (remember the Lisa?), Apple Inc. (Nasdaq: AAPL)'s product development strategy has been "If we build it, they will come." The most recent example is the new iPad, which had iFans once again camping out in front of Apple retail stores. The scene has become so familiar that Samsung Corp. spoofs it in a commercial for its Galaxy Note, and the media covers the queuing up as a news event. Now, Apple's largest manufacturing partner, Foxconn Electronics Inc. , has let it slip that Apple will soon be building an Apple TV. It's no surprise that this is happening: Foxconn's recent investment in Sharp Electronics Corp. 's display business had "Apple TV" written all over it. What is surprising is a seasoned executive such as Foxconn chief Terry Gou letting a customer's product strategy slip, but that's a discussion for another day. Apple's offering in the TV business to date has been a sort of set-top box that allows users to access the Internet. Apple has all the necessary resources to get into the TV business, including a patented display technology. Why Apple hasn't made that move yet is supposedly due to former CEO Steve Jobs's desire to develop a user-friendly TV set that syncs with other household devices. Shortly before his death last year, Jobs told biographer Walter Issacson that he had "cracked the code" to integrated TV. Experience has taught prognosticators that external market conditions have very little to do with Apple's product-development strategy. The TV market has been in the doldrums for awhile, due in large part to market saturation. LCD screen prices have steadily dropped; large-screen manufacturing barriers have been breached; and HDTV prices have hit the "very affordable" range. Efforts to reboot the TV market with offerings such as 3D haven't gained traction. HDTV technology and product offerings have reached the point where incremental improvements are not enough: Users are pretty happy with what they have. So what is it going to take to get consumers to buy yet another TV? Reports from CNET and other outlets have suggested that Apple will integrate the SIRI voice recognition system on its TVs. The cloud has also enabled a level of functionality not available before, so downloading content across multiple devices is easier and less expensive. Other suggestions include a built-in camera and access to the App store. The downside is that the iTV will no doubt carry a premium pricetag. iPads and iPhones are among the most-expensive items in the consumer electronics industry, and Apple's discounts on last-generation products aren't what you'd call "steep." Rumors that the global economy is turning around seem exaggerated, at least for Europe and some regions in Asia/Pacific. If Apple releases the iTV this year, as some suggest, the "Apple Effect" could go the way of the Titanic. If Apple waits until 2014, another rumored target date, the iTV could re-set the standard for television. What do you think? For my part, if SIRI can replace remote controls, I'm willing to test drive the iTV.