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2021-11-29

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Apple’s Car and VR Headset Are Poised to Alter the Typical Product Rollout Strategy

Apple’s next major product categories—a virtual and augmented reality headset and a self-driving car

Apple’s Car and VR Headset Are Poised to Alter the Typical Product Rollout Strategy

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Also: testing Belkin’s new multi-device charger and&nbsp;discussing&nbsp;the future of charging Apple devices. Plus,&nbsp;carriers are not honoring Apple’s&nbsp;device rebates.\nIn Apple Inc.’s ideal scenario, it surprises the world with a product announcement and then releases it in stores just days later.&nbsp;With the company’s next round of major product categories,&nbsp;that likely won’t be the case.\nMost iPhones over the last decade were introduced in either&nbsp;June or September before hitting shelves just a&nbsp;week later. We’ve seen similar timelines for many iPads, AirPods&nbsp;and Macs also released under Tim Cook, and this was a strategy also used heavily under Steve Jobs.\nWhen Apple releases the first version of a major, new product, however, consumers typically need to wait. Here are three recent examples:\n<ul>\n <li>Original iPhone: Introduced Jan. 9, 2007;&nbsp;released June 29, 2007&nbsp;(171 days)</li>\n <li>Original iPad: Introduced Jan. 27, 2010;&nbsp;released April 3, 2010&nbsp;(66 days)</li>\n <li>Original Apple Watch: Introduced Sept. 9, 2014; released April 24, 2015 (227 days)</li>\n</ul>\nOf course, Apple had good reason&nbsp;for such lengthy&nbsp;release delays.\nJobs had said he announced&nbsp;the iPhone so early to preempt&nbsp;the U.S.&nbsp;Federal Communications Commission from leaking it during regulatory approvals. The reality is that the device’s hardware and software were simply not ready yet for release,&nbsp;and the company needed to field&nbsp;test the smartphone on cellular networks.\nFor the iPad, Apple needed the extra two months to finish up the device’s operating system, gather e-books for the launch of iBooks and push developers to optimize&nbsp;apps for the tablet’s larger screen.\nAround the time of the Apple Watch debut, Cook—three years into his tenure as CEO—was under pressure from investors and customers to deliver a new product category. It would have been hard to hold them&nbsp;off another 200 days. Plus, it made for a nice combination with the larger iPhone 6 line and Apple Pay.\nFast forward to the 2020s, and Apple has at least three major new product categories in the pipeline, all of which are likely to cap a two-decade run for Cook: a&nbsp;mixed virtual and augmented reality headset, augmented reality glasses&nbsp;and&nbsp;a&nbsp;self-driving car.\nThese new products will challenge&nbsp;Apple’s&nbsp;typical launch schedule—and they will&nbsp;likely even stretch the delays we’ve seen with Apple’s previous new categories.\n<img src=\"https://static.tigerbbs.com/658a68b6c04c21a191b21c1667c9881c\" tg-width=\"1000\" tg-height=\"671\" width=\"100%\" height=\"auto\">Tim Cook at WWDC 2019 — the last held in person.Source: Justin Sullivan/Getty Images North America\nI expect the gap between the introduction of Apple’s first headset—scheduled for as early as next year—to be sizable&nbsp;and perhaps rival that of the original Apple Watch.\nApple’s first headset will have a complex, expensive-to-build design, complete with interchangeable lenses. The company will likely need to work with governments globally on possible&nbsp;prescription lenses&nbsp;and&nbsp;partner with a bevy of manufacturers&nbsp;on complex technologies that neither side has&nbsp;shipped before.\nThat will take time, and&nbsp;of course,&nbsp;Apple will want to have such a breakthrough new category in public view before exposing it to leak risks when it gets into the hands of more Apple employees and partners who will need to contribute to it before release.\nMore important will be the months of necessary publicity to get people interested in a new (and pricey) product&nbsp;and to rally enough support among software developers to make it worthwhile. I could see Apple announcing the headset&nbsp;at its 2022 Worldwide Developers Conference and focusing that event on AR and VR app development. Then it could ship the product late next year or&nbsp;in 2023.\nWhile the introduction of a headset will be complex, it will be nothing compared to a car. While&nbsp;Apple is targeting 2025 for a launch, actually getting the vehicle on city streets could take even longer.\n<img src=\"https://static.tigerbbs.com/d5cdb19f089c745e0571a19b1ee74cb8\" tg-width=\"1000\" tg-height=\"750\" width=\"100%\" height=\"auto\">Elon Musk announcing the Model 3 in 2016.Photographer: Justin Pritchard/AP\nApple, obsessively secretive, likely would not want to take the necessary steps of publicly testing its final&nbsp;car design on city streets before actually introducing it. That testing process will take years. Apple&nbsp;will also need to work with regulators globally and&nbsp;manufacturers, as well as repair centers and fleet management companies.\nElectric car makers will&nbsp;probably serve as a better analogue than Apple’s own traditions.\nTesla Inc. showed off the Model S in 2009 before ultimately shipping it in 2012. The Model 3 delay was much&nbsp;shorter, having been announced in 2016 before the first cars rolled off the assembly line in mid-2017. The Model Y was announced in March 2019 and shipped almost exactly one year later.\nLooking beyond Elon Musk’s company, the first Lucid Group Inc. prototype was shown at the end of 2016, and the first models only started shipping this month. Rivian Automotive Inc’s. pick&nbsp;up truck was introduced in 2018, and the first deliveries started in September. In other words, don’t expect to ride in an Apple car for a long time.\nThe Bench\n<img src=\"https://static.tigerbbs.com/22ecb5830a4b17ff3c2d25d4f74818b7\" tg-width=\"1000\" tg-height=\"750\" referrerpolicy=\"no-referrer\">Belkin Boost Charge Pro 3-in-1 device charger.Source: Mark Gurman/Bloomberg\nBelkin continues to outdo Apple’s own chargers.I’ve been testing&nbsp;Belkin’s new three-in-one&nbsp;charger for the iPhone, AirPods&nbsp;and Apple Watch for the past few days, and I think it’s a great improvement over the prior version. It also continues to raise the question as to why Apple doesn’t offer a product that can juice up its three main mobile devices simultaneously.\nApple likes to own the end-to-end product experience. The main accessory missing from its portfolio is a multi-device charger. It has the MagSafe Duo (which is overpriced, slower than the competition&nbsp;and only supports two devices) and individual device chargers, but it has nothing that can charge up all three products at the same time.\nWhile it’s a shame that such a device doesn’t exist from Apple (R.I.P. AirPower), Belkin, which is actually owned by Apple bedfellow Foxconn, has done a nice job&nbsp;filling the gap.&nbsp;There are two big differences from&nbsp;last year’s Belkin offering:\n<ol>\n <li>The iPhone now lays flat instead vertically. I like this change as the phone is now easier to pick up and place down for charging.</li>\n <li>The charger is compatible with the Apple Watch Series 7’s 33% faster charging speed. I’m not going to spend time arguing whether or not slightly faster charging is a meaningful improvement or viable selling point&nbsp;(I don’t think it is), but the important thing to note is that if you think it is, the Belkin unit supports that.</li>\n</ol>\nThe one downside (besides the material on the charger being a bit of a dust magnet)&nbsp;is the price. At $149, it’s&nbsp;only $20 pricier thanApple’s lackluster MagSafe Duo(and on top of that, it includes the charging brick;&nbsp;it’s incredible that this has become a checkbox). Even still,&nbsp;I think a $99 price point is a bit more reasonable for a charger.","source":"lsy1584095487587","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Apple’s Car and VR Headset Are Poised to Alter the Typical Product Rollout Strategy</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nApple’s Car and VR Headset Are Poised to Alter the Typical Product Rollout Strategy\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-11-29 11:21 GMT+8&nbsp;&nbsp;&nbsp;<a href=https://www.bloomberg.com/news/newsletters/2021-11-28/apple-car-vr-headset-launch-plan-belkin-boost-charge-pro-review-kwjly0i1?srnd=premium-asia>Bloomberg</a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\nApple’s next major product categories—a virtual and augmented reality headset and a self-driving car—will likely mark a change in how the company rolls out new devices. Also: testing Belkin’s new ...\n\n<a href=\"https://www.bloomberg.com/news/newsletters/2021-11-28/apple-car-vr-headset-launch-plan-belkin-boost-charge-pro-review-kwjly0i1?srnd=premium-asia\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"AAPL":"苹果"},"source_url":"https://www.bloomberg.com/news/newsletters/2021-11-28/apple-car-vr-headset-launch-plan-belkin-boost-charge-pro-review-kwjly0i1?srnd=premium-asia","is_english":true,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1152766457","content_text":"Apple’s next major product categories—a virtual and augmented reality headset and a self-driving car—will likely mark a change in how the company rolls out new devices. Also: testing Belkin’s new multi-device charger and discussing the future of charging Apple devices. Plus, carriers are not honoring Apple’s device rebates.\nIn Apple Inc.’s ideal scenario, it surprises the world with a product announcement and then releases it in stores just days later. With the company’s next round of major product categories, that likely won’t be the case.\nMost iPhones over the last decade were introduced in either June or September before hitting shelves just a week later. We’ve seen similar timelines for many iPads, AirPods and Macs also released under Tim Cook, and this was a strategy also used heavily under Steve Jobs.\nWhen Apple releases the first version of a major, new product, however, consumers typically need to wait. Here are three recent examples:\n\nOriginal iPhone: Introduced Jan. 9, 2007; released June 29, 2007 (171 days)\nOriginal iPad: Introduced Jan. 27, 2010; released April 3, 2010 (66 days)\nOriginal Apple Watch: Introduced Sept. 9, 2014; released April 24, 2015 (227 days)\n\nOf course, Apple had good reason for such lengthy release delays.\nJobs had said he announced the iPhone so early to preempt the U.S. Federal Communications Commission from leaking it during regulatory approvals. The reality is that the device’s hardware and software were simply not ready yet for release, and the company needed to field test the smartphone on cellular networks.\nFor the iPad, Apple needed the extra two months to finish up the device’s operating system, gather e-books for the launch of iBooks and push developers to optimize apps for the tablet’s larger screen.\nAround the time of the Apple Watch debut, Cook—three years into his tenure as CEO—was under pressure from investors and customers to deliver a new product category. It would have been hard to hold them off another 200 days. Plus, it made for a nice combination with the larger iPhone 6 line and Apple Pay.\nFast forward to the 2020s, and Apple has at least three major new product categories in the pipeline, all of which are likely to cap a two-decade run for Cook: a mixed virtual and augmented reality headset, augmented reality glasses and a self-driving car.\nThese new products will challenge Apple’s typical launch schedule—and they will likely even stretch the delays we’ve seen with Apple’s previous new categories.\nTim Cook at WWDC 2019 — the last held in person.Source: Justin Sullivan/Getty Images North America\nI expect the gap between the introduction of Apple’s first headset—scheduled for as early as next year—to be sizable and perhaps rival that of the original Apple Watch.\nApple’s first headset will have a complex, expensive-to-build design, complete with interchangeable lenses. The company will likely need to work with governments globally on possible prescription lenses and partner with a bevy of manufacturers on complex technologies that neither side has shipped before.\nThat will take time, and of course, Apple will want to have such a breakthrough new category in public view before exposing it to leak risks when it gets into the hands of more Apple employees and partners who will need to contribute to it before release.\nMore important will be the months of necessary publicity to get people interested in a new (and pricey) product and to rally enough support among software developers to make it worthwhile. I could see Apple announcing the headset at its 2022 Worldwide Developers Conference and focusing that event on AR and VR app development. Then it could ship the product late next year or in 2023.\nWhile the introduction of a headset will be complex, it will be nothing compared to a car. While Apple is targeting 2025 for a launch, actually getting the vehicle on city streets could take even longer.\nElon Musk announcing the Model 3 in 2016.Photographer: Justin Pritchard/AP\nApple, obsessively secretive, likely would not want to take the necessary steps of publicly testing its final car design on city streets before actually introducing it. That testing process will take years. Apple will also need to work with regulators globally and manufacturers, as well as repair centers and fleet management companies.\nElectric car makers will probably serve as a better analogue than Apple’s own traditions.\nTesla Inc. showed off the Model S in 2009 before ultimately shipping it in 2012. The Model 3 delay was much shorter, having been announced in 2016 before the first cars rolled off the assembly line in mid-2017. The Model Y was announced in March 2019 and shipped almost exactly one year later.\nLooking beyond Elon Musk’s company, the first Lucid Group Inc. prototype was shown at the end of 2016, and the first models only started shipping this month. Rivian Automotive Inc’s. pick up truck was introduced in 2018, and the first deliveries started in September. In other words, don’t expect to ride in an Apple car for a long time.\nThe Bench\nBelkin Boost Charge Pro 3-in-1 device charger.Source: Mark Gurman/Bloomberg\nBelkin continues to outdo Apple’s own chargers.I’ve been testing Belkin’s new three-in-one charger for the iPhone, AirPods and Apple Watch for the past few days, and I think it’s a great improvement over the prior version. It also continues to raise the question as to why Apple doesn’t offer a product that can juice up its three main mobile devices simultaneously.\nApple likes to own the end-to-end product experience. The main accessory missing from its portfolio is a multi-device charger. It has the MagSafe Duo (which is overpriced, slower than the competition and only supports two devices) and individual device chargers, but it has nothing that can charge up all three products at the same time.\nWhile it’s a shame that such a device doesn’t exist from Apple (R.I.P. AirPower), Belkin, which is actually owned by Apple bedfellow Foxconn, has done a nice job filling the gap. There are two big differences from last year’s Belkin offering:\n\nThe iPhone now lays flat instead vertically. I like this change as the phone is now easier to pick up and place down for charging.\nThe charger is compatible with the Apple Watch Series 7’s 33% faster charging speed. I’m not going to spend time arguing whether or not slightly faster charging is a meaningful improvement or viable selling point (I don’t think it is), but the important thing to note is that if you think it is, the Belkin unit supports that.\n\nThe one downside (besides the material on the charger being a bit of a dust magnet) is the price. At $149, it’s only $20 pricier thanApple’s lackluster MagSafe Duo(and on top of that, it includes the charging brick; it’s incredible that this has become a checkbox). Even still, I think a $99 price point is a bit more reasonable for a charger.","news_type":1},"isVote":1,"tweetType":1,"viewCount":721,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":["PW"],"verified":2,"subType":0,"readableState":1,"langContent":"CN","currentLanguage":"CN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":5,"xxTargetLangEnum":"ZH_CN"},"commentList":[],"hasMoreComment":false,"orderType":2}