When you browse Apple's official website, do you find the differences between the two websites in China and the United States?
Let me give you a reminder. Look at the top bar. The domestic ones are Mac, iPad, iPhone, Watch and Music, while the US version has an extra TV.
The good news is that the last piece of Apple's ecology may be completed in the near future. Domestic blogger @MacchiatoJacky posted on April 12, "Apple TV 120Hz is ready, and the Chinese version is under review by radio and television."
One of the most pleasant surprises is naturally the second half, which means that the Bank of China version of Apple TV is about to be launched. Many netizens happily said, "Apple family buckets will soon be gathered."
The evolution of Apple TV
In 2006, the first generation of Apple TV came out, which was called iTV back then.
It serves as a content exhibition platform for iTunes, with a built-in 40GB storage space (the 160GB version was launched the following year). Users can use it to connect to the TV and play the audio-visual content on iTunes, setting the tone of the TV box, which was quite groundbreaking at the time.
▲Image source: appletvfanclub
The second-generation Apple TV (2010) was equipped with the A-series chip for the first time, and also added the AirPlay function, which can directly cast the content on the MacBook or iPhone to the TV, satisfying users who like to watch blockbuster movies on the big screen.
▲Image source: freepctophonecallsblog
In addition, the second generation has reduced the capacity of the built-in storage space, so the volume is only 1/5 of the original product, which is a lot smaller.
Starting from the second generation, Apple TV has been basically finalized in terms of interface design, and performance has been improved from generation to generation, in order to achieve more functions: broadcast more high-definition and remote, meet the streaming needs of more devices, and install third parties. App (Infuse, Netflex, PLEX, YouTube, etc.), and even after the launch of the later Apple Arcade game platform, you can still play games on Apple TV.
In Apple TV 4K in 2018, the remote control changed to a new ID design. The panda color with all black front and silver aluminum shell on the back was very popular, but the A10X chip it was equipped with was starting to be unable to meet the increasingly complex functions. Many users have said that their Apple TV 4K has been stuck.
Therefore, the recent launch of new Apple TV hardware is also logical and there are traces to follow.
According to 9to5Mac news some time ago, the words "120Hz" and "Supports 120Hz" appeared in the latest tvOS 14.5 beta version, while the latest Apple TV 4K only supports 4K 60Hz. As soon as this news came out, it confirmed the rumors that the new Apple TV was about to be released, and it meant that the new Apple TV would support a 120Hz refresh rate.
As a Chinese user, I am more concerned about whether the new Apple TV can be simultaneously launched in China?
Apple TV national version, is this reliable?
The market share of Apple TV does not match its position in the Apple ecosystem. From the Strategy Analytics 2020 survey of global TV streaming media devices, it can be seen that Apple TV's market share is only 2%.
And several of Apple's subscription services are closely related to Apple TV, such as Apple TV+, Fitness+, Arcade, and HomePod, which can form a stereo channel with Apple TV.
▲ Apple Fitness+ interface on Apple TV
It can be said that the success of the new Apple TV will affect the related businesses in the same boat, and how can the performance of Apple TV be greatly improved under the current situation?
The Chinese market may be the best antidote.
In mainland China, due to the lack of Apple TV hardware, the product ecosystem has always been in a state of "to be continued", and some services that require large screens are also absent.
Of course, even with the National Bank version of Apple TV, it does not mean that these subscription services can simultaneously land in the Chinese mainland market, but with the hardware paving the way, it is possible to further promote the promotion of subscription services such as Apple TV+ in the Chinese market.
Therefore, the National Bank version of Apple TV is regarded as an arrow on the string and has to be sent. As long as there is a chance, Apple will not miss it.
What impact will Apple TV's entry into China have?
According to existing news, it is speculated that when Apple TV enters China, there will be a special national store. This store will not list popular foreign streaming media platforms such as Netflix, Apple TV+, Disney+, but it is currently unclear whether it will launch Tencent Video, Love Qiyi and other domestic mainstream streaming media platforms.
If this is the case, this can only be regarded as a hardware entry into China. For mass users, Apple TV is only a TV box, no matter how easy it is to use, it is not much different from other similar products in content, and ordinary consumers will naturally not give priority to it. Apple TV.
For iOS users, the native AirPlay environment is naturally one of the bonuses. On this basis, as long as the App Store on the iPhone or iPad is replaced with other regions, Fitness+, Apple Arcade, and Apple TV+ can be used. And other services, Apple's content ecology can be fully presented to iOS users.
However, the current international version of Apple TV can also do this, and those Apple users who are willing to toss about it may not be interested in the national version of Apple TV.
So, Apple might as well be bold and bring Apple TV+ services to mainland China.
Of course, countries have their own national conditions. It is naturally impossible to directly move the content system of Apple TV+ to China. At present, there are also many excellent original dramas on the Apple TV+ platform: "Defending Jacob" (Defending Jacob), the novel feature film "Calls" (Calls), Bi Li's personal documentary "Billie Eilish: The World's A Little Blurry", etc., although the reputation is good, but almost No one is out of the circle.
Even for the shocking calls strongly recommended by film critics recently, only 8000+ people have commented on Douban.
On the one hand, most of the dramas on Apple TV+ are in English, and direct introduction will block most of the audience; secondly, the differences between Chinese and Western cultures will make those dramas uncomfortable.
For example, in last year’s "Defense of Jacob", the drama focused its focus on the Western judicial system. This is an unfamiliar topic for domestic audiences, and too many court trials have weakened the suspense of the whole drama. The audience may abandon the show if they are less patient, even if Mr. Tao's face can't be saved.
Therefore, if Apple TV+ wants to enter China, it also needs to introduce content that conforms to the aesthetics and movie-viewing habits of the Chinese people. The fastest and most effective method is to cooperate with domestic streaming media platforms to produce original drama series.
When Netflix was facing saturation in the North American market, they expanded their horizons to the world. If the original content system was copied intact, it would naturally not work.
So they used a strategy called "glocalization", which literally means to produce relevant content based on the local culture of different regions in order to achieve the goal of global expansion.
As we all know, Netflix does not have related services in mainland China, so it has not launched customized drama content. When we look at neighboring countries and regions, we will find that Netflix has actually produced a lot of content that meets the national conditions and cultures of Asian countries. , And there is no shortage of high-quality dramas.
Such as "Dream of Sin" produced by Taiwanese director Chen Yingrong, "Spark" adapted from a Japanese novel, and "Kingdom", a zombie costume drama produced and distributed with South Korea's AStory company.
Iyuteng may have seen a successful case of Netflix's deep localization, and their overseas strategy has adopted a similar creative process: uniting local production companies, using local actors, and telling their stories in the local context .
Apple is naturally no stranger to this set of local content production methods: for example, a new year's short film every year since 2018; Today at Apple's offline activities; the recent "A Capital, Thousands of Wonders" course activities.
Apple has been cultivating in mainland China for more than ten years. It has been exploring the preferences of users in this land, and has been adjusting it. If Apple TV+ can really take this opportunity to enter the mainland market, I also look forward to their cooperation with Iyoteng. It is quite interesting to think about it with greater production efforts and more funds to produce some localized special content.
If Apple TV can enter China together with content this time, domestic users, iYoteng, and Apple may be able to reap the "win-win-win" situation, and each will get what it wants and enjoy its own blessings.
Cover source: Tom's Guide
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