In the early morning of March 28, Beijing time, the reporter participated in an "extracurricular activity" organized by Apple in a middle school in Chicago, USA. Apple released a new 9.7-inch iPad on the spot. Compared with the previous generation, the new iPad supports Apple Pencil and AR functions, and uses a new A10 processor. Because it is oriented to the education market, supporting Apple Pencil can improve the convenience of students and teachers in daily use, and the price is only more than two thousand yuan. Since then, it has been called "the most cost-effective iPad" by the industry. For many "fruit fans", only one new hardware release seems to fail to satisfy their appetite. In fact, this release of Apple focuses more on the education field. The new iPad is only an integral part of the entire ecosystem. It uses applications, AR functions, etc. to create a hardware + software closed loop, and uses price concessions to expand the education industry. Influence.
On the other hand, compared to the bustle of smartphones, the tablet computer market has been "quiet" in recent years. By adding auxiliary accessories and application ecosystems to explore the potential of the education market, the world's major technology companies can make tablet PCs have new market breakthroughs this year? It is worth looking forward to.
The new iPad supports Apple Pencil
Hardware configuration upgrade
The shape of the new iPad is not much different from that of the previous generation. The hardware has been upgraded. It is equipped with A10 Fusion chip and adopts a 64-bit desktop computer-level architecture. The performance of the central processing unit and graphics processing unit are increased by 40% and 50% respectively. The battery life can reach 10 hours. The rear 8 million pixel camera supports 1080P video shooting. The biggest difference from the entry-level iPad released last year, the new iPad supports Apple Pencil. In order to support this "pen", Apple has optimized the screen of the new machine to improve the smoothness of writing. In addition, the starting price is 2588 yuan (school purchase price starts at 2388 yuan), so this new iPad is called "the most cost-effective iPad" by the industry.
Before the release of this generation of iPad, Apple Pencil was only available for the 10.5-inch and 12.9-inch iPad Pro. At that time, Apple strongly recommended using it with the iPad Pro. The latter was equipped with iOS 11 for handwriting notes and drawing. , Picture editing, 3D design applications and many other functions can be used with this "pen".
However, because Apple Pencil needs to be purchased separately, some users feel "entangled". The starting price of the 10.5-inch iPad Pro is 5188 yuan. If you add Apple Pencil and an external Smart Keyboard, the price will already cost more than 7000 yuan. It is similar to a mid-range priced laptop. Except for the specific consumer groups owned by the iPad Pro, most consumers will undoubtedly choose a laptop when considering the price. It can be seen that Apple needs to expand the sales of its tablet computers and add support for Apple Pencil to the new iPad. Is the correct consideration.
The concept of "pen" is used in tablet computers, in addition to Apple, there is also Microsoft. Surface Pen is standard for Surface Book and Surface Studio, and is also an optional accessory for Surface Pro tablet and Surface Laptop. The function of Surface Pen is similar to that of Apple Pencil, and it also mainly supports functions such as drawing, 3D design, handwriting record and so on. In addition, Samsung has been "standard" stylus in its flagship smartphone Galaxy Note series. When the Note 8 was released last year, it also promoted the brand new S pen. In addition to regular handwriting, drawing boards, and smart screenshots, it also has a waterproof function.
Nowadays, mobile devices are pursuing thin and light bodies. Manufacturers use accessories such as "pens" and external keyboards to expand their performance and experience. This seems to have become a major direction.
The tablet market needs to be "exploited" by technology vendors
Currently, the top three players in the global tablet market (from IDC data) are Apple, Samsung, and Amazon, followed by Huawei and Lenovo. Among them, Apple's sales in 2017 reached 43.8 million units, accounting for 26.8% of the tablet computer market, while Samsung and Amazon were 15.2% and 10.2%, respectively.
Recently, Apple also announced the iPad sales revenue of $5.8 billion in the fourth quarter of 2017, an increase of 6% compared to the same period last year. The average selling price of the iPad was US$445, slightly higher than the US$423 in the same period in 2016. Industry insiders believe that this is mainly because the selling price of iPad Pro has increased the average selling price of iPad.
Although in this market, the iPad series has occupied the mainstream position, it is undeniable that in the past two years, due to the pressure of large-screen smartphones, the tablet computer market has appeared weak. According to data released by the market research organization IDC, global tablet PC shipments in the fourth quarter of 2017 were 49.6 million units, a year-on-year decrease of 7.9%, which is the 13th consecutive quarter of decline. Therefore, how to enhance consumers' desire to buy tablets and the demand for replacement is an issue that manufacturers urgently need to consider.
Obviously, this time Apple upgraded the iPad hardware, supported AR functions, added a variety of educational elements, and highlighted the "school purchase price", hoping to use the price-performance ratio to attract price-sensitive consumer groups.
Unlike Apple, although Surface supports screen touch, Microsoft defines it more as a two-in-one computer, and it is the dominant user to use with an external keyboard. The system also uses the windows operating system. Obviously, Microsoft intends to combine tablets with traditional notebook computers to create a new form of PC. Although many functions of iOS 11 on the iPad are similar to MacOS, such as multitasking, file management, new Dock, etc., the two systems still operate independently. From all aspects, Apple will not be in the future for some time. Will merge them.
Pointing to the education market hardware + application to create an ecosystem
Technology companies always hope to attract as many young users as possible. All along, in the education market, major manufacturers have seized the market. At present, in the global education market, Apple, Microsoft and Google are "three pillars". Apple is not only focusing on education this time, but also focusing on many aspects: For example, the price of buying a new iPad in schools is more cost-effective than ordinary consumers, starting from 2,388 yuan; facing the iCould in the education field, from the general free 5GB Upgrade to 200GB. After the new iPad supports AR augmented reality, there will be many AR educational applications, such as AR technology to fully appreciate world-renowned works of art; AR technology is used to understand the body structure of frogs, and Apple Pencil is used to dissect frogs. Wait.
All this is enough to experience Apple's "ambition" in the education market. The fierce competition in the education market is no less than that of the ordinary consumer market. As early as the PC booming era, Apple and Microsoft have been working hard to attract the attention of student groups. After Apple launched the iPad in 2010, it spared no effort to promote the product and related applications to schools. However, in 2011, Google launched the Chromebook notebook. Due to its low price, it became the most widely used educational device in the US education market in the past five years. . Apple and Microsoft will not give up on this, everyone is working hard to adjust and launch "affordable" products that cater to the market.
In addition, the Chinese market is an overseas market that Apple has attached great importance to in recent years, and China's education sector is also its target. In the past three to four years, tablet computers have gradually become popular in my country's education market. Like other markets, consumers in my country’s education market are price-sensitive. The reporter learned that in addition to mobile phones, many parents in Guangzhou now buy tablets for their children, which is convenient for learning on the Internet and for entertainment. When parents consult reporters which tablet is more suitable, most of the first concern is the price.
In addition to hardware, manufacturers also spare no effort in the application ecology. For example, Apple’s "One Hour of Programming" event earlier and the launch of "Everyone Can Create" this time. It is reported that it is a free course that allows teachers to integrate painting, music, film production, or photography into existing curriculum plans for various subjects in an easy and fun way. This new course will be combined with the "Everyone Can Code" program to make students full of enthusiasm for learning.
With the in-depth development of the Internet, especially the mobile Internet, the use of electronic products to improve classroom efficiency and educational experience has become a trend, and it is believed that competition among manufacturers will become more intense in the future.
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