VR glasses, self-driving cars and folding iPhone are the 3 most expected products in the next decade of Apple.
Apple has overcome the Covid-19 epidemic with many impressive achievements. iPhone 12, the expected 5G iPhone generation, has very good sales. The first Macbook to run an in-house chip received a lot of positive reviews. Apple is also the first US company to reach market capitalization 2,000 billion USD.
This technology giant still achieved many achievements even though stores around the world were closed because of the epidemic.
But Apple is not satisfied with this. Its investors and customers are both pondering about the next product, especially one that could replace the iPhone in the future. This is a market that brings huge revenue for the company but has leveled off in recent years even before the season.
Since taking the position of Steve Jobs nearly 10 years ago, CEO Tim Cook has proven himself a talented innovator by expanding wearable devices like the Apple Watch and AirPods. Thanks to Tim Cook, Apple has a foothold in the rapidly growing market for digital services (such as listening to music, watching videos).
Three products are arguably the most important products in Apple’s future: self-driving car, folding iPhone and AR glasses. Photo: Insider.
Now is the time to see what Tim Cook will do in the next 5-10 years. With veteran executives dispatched to key roles, the tech firm is beginning the next phase of the revolution through challenging products beyond what it has been. made from before to now.
Follow Insider, a pair of smart glasses and a folding phone are being produced. Of course, it’s flawed when it comes to self-driving cars, the product that promises to be the biggest bet in the company’s history.
Many experts believe that the most important thing is not the design direction or production technique, but whether Apple can overcome the big shadow of the iPhone or not.
Apple’s next computing device
There are many articles and rumors that indicate Apple is working on VR and AR glasses technology. The rumors spread further with the news that the company is planning to implement the VR headset, which is the precursor to the AR headset.
Apple is reportedly developing its first virtual reality glasses. Photo: Martin Hajek.
Follow Bloombergvirtual reality glasses products will be geared towards programmers rather than general users. The glasses will be the driving force behind programmers to build new applications based on AR and VR technologies, before wearable devices are released later on.
Apple’s unusual move will answer the question of whether its glasses will succeed or fail. That is also the challenge that other tech giants like Facebook, Microsoft and Sony are facing.
IDC said the global market for AR and VR devices is slowing down since the third quarter of 2020, the number of orders has dropped to 569,000 orders. The reason is because Sony and Oculus are migrating to newer devices. However, this number was still far behind with 354.7 million smartphone orders in the same period.
The virtual reality headset will be equipped with modern sensors and monitors, with more than 10 cameras to track hand movements, an 8K screen and support for eye tracking (ET), according to the page. The Information.
Apple’s sudden jump into the virtual reality market is similar to its expansion into wearables like the Apple Watch and AirPods, according to Neil Cybart, an analyst who specializes in Apple judgment.
“Apple usually does not create products to replace previous devices. They will make other choices for users. Those products have some features from their previous devices, ”Cybart interviewed Insider.
Until now, this strategy is completely correct. Apple Watch and AirPods are two devices that can streamline some of the functions of the iPhone, and they have put Apple at the top of the market even though it is just a “latecomer”.
The new generation in Apple’s design segment
Apple entered a new field such as virtual reality is the claim that the company’s design department has just performed a “blood change” of the leadership department.
Designer Jony Ive spent 30 years building designs for Apple from the very first products, from the iMac to the iPhone, the Apple Watch and the company’s Apple Park campus. But he left the company in 2019 to start his own design company, and Apple is one of its customers.
Apple’s most famous designers no longer work on their own. Therefore, the technology company has started to turn to digital technologies such as VR, AR or folding phones.
Former Head of Design Jony Ive and CEO Tim Cook. Photo: Insider.
Two veteran Apple designers, Evans Hankey, Vice President of Industrial Design and Alan Dye, Vice President of User Interface Design are all under Jeff Williams, Head of Design.
Follow BloombergAlan Dye has taken over the design manager for Apple for many years. In 2015, after the launch of the Apple Watch and Jony Ive as head of design, Alan Dye was appointed design manager along with Richard Howarth.
Evans Hankey has been with Apple for more than a decade and has been an active left hand for Ive during his time with the company. She also holds many patents for design products, Wall Street Journal said.
But she doesn’t appear much in public anymore. She rarely gives interviews from the press, while Alan Dye has been the spokesperson for Apple Watch and Mac software in recent years. She never appeared at major Apple events or product promotional videos.
Jony Ive’s departure wasn’t the only shock in the company’s design team recently. In 2019, four members of the design department Rico Zorkendorfer, Miklu Silvanto, Julian Honig, and Daniele De Iuliis also left.
But the departure of Jony Ive and other veteran members of the design department has not affected Apple’s ambitions in upcoming products. Follow BloombergJony Ive has long suspended his role in the company’s activities. That means members like Hankey and Dye probably ran the division for the past few years.
Recent resignations also show that the tech giant has had the opportunity to recruit new, young, mature talent in the era of the iPhone who can find a direction for new products, Cybart said.
The future of the iPhone
Apple is also experimenting with integrated technologies that rivals have failed before: folding phones. In January, Bloomberg said the company has successfully built a prototype of a foldable smartphone. This is a strategic product of Samsung to develop the brand’s mobile devices.
Samsung Galaxy Fold – a folding phone from Samsung. Photo: Insider.
But like VR and AR, foldable phones are not welcomed by users because the price is too high compared to conventional phones. Market research company Gartner foldable phones are expected to account for less than 5% of the high-end phone market by 2023, and strategic analysts say foldable phone orders will only be around 100 million units by 2025.
But that doesn’t mean tech giants like Apple should wipe out folding phones now. Flip phones like the Motorola Razr have grown in popularity even though the candy bar phones were still easier to pocket, convenient and more durable, said Horace Dediu, founder and analyst at Asymco, who set aside. 8 years working at Nokia, interviewed by Insider.
Apple is experimenting with folding phone technology. Image: EverythingApplePro.
However, Apple still has tricks to streamline technology and focus on developing interfaces for use on digital devices like the click wheel on the iPod, Patrick Moorhead, founder and lead analyst at Moor Insights & Strategy said. This is the advantage of this technology giant in implementing folding phones and virtual reality glasses.
Whether it’s VR glasses, folding iPhone or a car designed by Apple itself, success will be based on two main factors. First, the company must choose the right time by entering the market when these devices are slowly growing and must be before a competitor takes the upper hand and establishes the No. 1 position.
Apple Successfully implemented this strategy with the iPhone, iPod, iPad and Apple Watch but lost the chance with smart speakers. Although the company owns two smart speaker products that integrate Siri virtual assistant HomePod and HomePod Mini, the market leader is still Amazon’s Echo with smart home technology and its virtual assistant.
Samsung is also on track to surpass Apple in 2013 and 2014 because the smartphone market is gradually shifting towards large and cheap smartphone devices. This is the criterion that Android phone manufacturers have done since early compared to Apple.
Meanwhile, the tech firm’s competitors are also focusing their investments in the design department, said Gadi Amit, president and head designer at New Deal Design.
He answered the sheet Insider, “Apple is having the challenge of dominating the industrial design segment. People cannot ignore the strides Samsung, Google and Microsoft have taken.
But most of all, the company’s success in a new field like folding phones is due to the launch of new products when there is no doubt that you can make a big change. Besides, it is also important that the product design and development department work together instead of operating individually.
“This is a system, not just individuals working together. The way they cooperate says it all. Anyone who separates from Apple cannot achieve the same achievements as the whole company, “Dediu said.
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