[Global Technology Reporter Wang Huan] According to "Nihon Keizai Shimbun" reported on June 7, the United States Apple released on June 5 a speaker terminal that uses artificial intelligence (AI) to automatically respond to sounds. The differences between Amazon and Google, which are leading the way in smart speaker products, are placed on high-end and sound quality, and the price is set 7 times that of Amazon's popular products. More surveys have shown that the accuracy of Apple's smart speakers is not as accurate as that of other companies. Apple's strategy seems to be to promote high-end sensation to Apple fans around the world, but can the brand-dependent follow-up strategy work?
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Apple held the Global Developer Conference in San Jose, California. “It will re-invent the music I enjoy at home,†Apple CEO Tim Cook said at the end of the two-and-a-half hour keynote.
Apple's "HomePod," which will be listed first in English circles in December, looks like an oversized cylindrical speaker. The built-in microphone, when asked about weather and sports competition results, searches for information through the Internet and informs by voice. If you say the name of a favorite song, it will play automatically. Sensors can also be used to sense the condition of the room to achieve the best sound. It can be seen that its characteristics of excellence in sound. In addition, HomePod also added the ability to store data about personal information in the terminal to protect user privacy.
Apple has a history of rewriting the portable music player market. Cooke showed enthusiasm for creating a new history in the music field through artificial intelligence speakers, but the situation changed significantly compared to the time. Apple, which has grown into a huge company, has also become slow. In fact, for Apple, which is lagging behind in the development of related products, this time rather than looking forward to competing for the home music terminal market, it is better to think that winning music is more practical.
A survey by Stone Temple Consulting in the United States showed that for 5,000 questions, Google’s artificial intelligence can answer 68%, and 90% answered correctly. On the other hand, Apple can only respond to 21%, and only 62% respond correctly. Compared with Microsoft and Amazon, the low accuracy rate is also outstanding. In the important technology of left and right "post-smartphone era", Apple apparently slowed down.
Of course, Apple is also attracting outstanding technicians from all over the world. However, Apple, famous for its occultism, does not allow developers to publish papers and participate in related activities in principle. Top AI researchers do not want to be isolated from the research community, so limiting Apple's communication with the outside world is respected. Compared to Apple, which did not like to disclose the details of products under development, Google and others included external resources and quickly hone their technology while continuing to fail.
Apples with a sense of crisis in this situation are also changing their approaches. Apple has begun to allow artificial intelligence researchers to publish papers and participate in related activities, and is also accelerating the acquisition of artificial intelligence startups. However, it is not easy to recoup the backward situation. At this year's developer conference, Apple also released artificial intelligence related services such as automatic translation from English to major languages ​​and automatic photo editing using face recognition, but these products are easily developed by Google.
As a result, Apple's differentiation from other companies on AI speaker terminals is not a function but only a sense of luxury. Even so, Apple will use the brand appeal and the texture of the product, or will be sold to some extent. According to parts manufacturers, HomePod's production plan is on an equal scale with TV-oriented terminal "Apple TV", reaching millions of units throughout the year.
At the developer conference, Apple also released a new type of tablet computer with professional performance that can freely use multiple applications, and an ultra-high-end personal computer with a price of 500,000 yen or more. In this way, will Apple, as the top brand of IT, move toward a decisive victory through refined improvements and high-end feelings? However, relying solely on the strength of the brand does not continuously mask the lag in technology.
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