Apple Revolution 2020: Where Google and Microsoft have failed, Apple must succeed - Photo 1.
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Where Google and Microsoft have failed, Apple must succeed


For humans, the most important sense is vision. To prove it, just looking at the hi-tech market is enough. In 2015, Amazon pioneered the smart speaker revolution, where we only need voice to access information from the Internet or control digital devices. After 4 years, all the big guys from Google, Apple to Microsoft or Samsung have joined this game, but in the end, smart speakers still can't replace smartphones.

Because simply when launching the iPhone in 2007, Steve Jobs created the most screened device: "modern smartphone". It's a device small enough to carry people wherever you go. It's a powerful enough device and has a screen big enough to display all kinds of content that people want. The smartphone is the most perfect form of technology that people can touch at this time.

But that also has harmed smartphone companies, especially the company of Steve Jobs. Last quarter, iPhone revenue dropped by 30%. Although other segments (especially services) are rising to compensate, Apple is still a hardware company. Apple needed the next revolution, and Tim Cook also promised that revolution.

Apple Revolution 2020: Where Google and Microsoft have failed, Apple must succeed - Photo 2.

Once again, it must be a revolution related to display. Apple must refresh the human display experience, and this must be a real revolution, not an increase in resolution or OLED … Just like Macintosh, iPod, iPhone or iPad before, Apple needs must refresh the way we interact with the digital world.

Before Apple, at least 2 giants did that. There is no way to "pack" the digital space inside the screen, they bring the digital space mixed with the virtual space. In 2013, Google unveiled Google Glass with Android 4.4 fully integrated inside. In 2016, Microsoft also launched HoloLens with Windows-based virtual color space.

Apple Revolution 2020: Where Google and Microsoft have failed, Apple must succeed - Photo 3.

Unfortunately, the two failed to conquer consumers. Google Glass has an initial price of up to 1500 USD and HoloLens even costs 3500 USD (for developers). Concerns about privacy and too narrow experience then caused these two technologies to step back into solutions specifically for businesses.

Apple Revolution 2020: Where Google and Microsoft have failed, Apple must succeed - Photo 4.

Ironically, the failures of Microsoft and Google have created a golden space for Apple to develop. For decades, Apple has always succeeded in such a way: to let others go ahead and stumble, Apple has found out before creating a complete solution and … successful. For example, Microsoft has had a tablet since 2001 but uses the Windows keyboard-optimized interface; Apple created the optimal tablet for touch and succeeded. Google launched Android Wear half a year before Apple but did not create an optimized interface for "one touch" and did not use the intuitive rotary knob; Apple Watch does not make this mistake and now "monopolizes" the smartwatch market.

Apple Revolution 2020: Where Google and Microsoft have failed, Apple must succeed - Photo 5.

In the field of AR, Microsoft and Google have created problems so far Apple has always solved very well: optimal experience. Regretfully, what will be the Apple AR experience, we must wait until 2020 for an answer.

At the very least, Apple was able to see all the limitations of Google Glass and HoloLens. Apple understands privacy concerns and the odd feeling of "waving" in space to control, and so Apple launched a patent at the beginning of the year that allows the use of smartphones / tablets to work. Control device in real-world space combined. Apple understands HoloLens has so few features, and thus announced ARKit from 2017 so that developers get used to the concept of augmented reality: so far, the AR application has flooded the App Store.

Apple Revolution 2020: Where Google and Microsoft have failed, Apple must succeed - Photo 6.
Apple Revolution 2020: Where Google and Microsoft have failed, Apple must succeed - Photo 7.

During the past several years, Tim Cook has repeatedly voiced praise for the AR experience while ARKit only supports iPhone and iPad … Everyone knows that reality is not enhanced / not a feature " top "to sell iPhone or iPad. Tim Cook's positive may be signaling that Apple is betting on the unlimited AR future in iOS.

Rumors from the market show the same thing. Within 2 years, Apple acquired a series of companies related to AR field such as Vrvana, SensoMotoric, Akonia, Flyby, not to mention companies in machine learning and image recognition (which are very important). with AR). The number of engineers recruited also increased sharply around the beginning of 2018, not to mention the supply chain also voiced a bet on Apple's mysterious glasses.

In particular, Apple even began to reconcile with Qualcomm in a $ 4.5 billion deal, ending two years of litigation. Many people will think that the reason for this handshake is the 5g chip for the iPhone, but Apple has recently voiced claims to the contrary. Mobile connectivity will not cause iPhone to fail or lose, but with a smart wearable device capable of "digitizing" reality, 5G is extremely important.

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Every puzzle has been directed at the "Apple AR" glasses and a completely new operating system … The only question left is, how will Apple revolutionize AR? Jobs of Steve Jobs will have to find the answer, and it seems they will announce that answer by 2020.


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