PBS JULY 18

BUSINESS SUPPLEMENT
“Bits n
Bytes”
STEVE DICKENS
THE POSSIBLE FUTURE OF APPLE’S AUDIO
AND HOME AUTOMATION PRODUCTS
Apple plans to expand its audio
product line next year with new AirPods,
HomePods and possibly studio-quality
over-the-ear headphones.
The new generation of AirPods will feature
noise cancellation, be water resistant, and
have greater range.
But this is not as exciting as it seems,
as third parties are already doing those
things for earbuds in the (US)$150 to
$200 price range.
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Apple also may be adding noise cancellation
to AirPods’ repertoire because
in their current state they don’t stack up
well against competing premium products
from Bose and Plantronics, which do offer
noise cancellation.
Apple also has been considering the
addition of biometric sensors to the pods
as a way of expanding its health-related
hardware beyond the Apple Watch.
The new AirPods are expected to cost
more than the current $159 model, which
reportedly will be refreshed later this year
with a new chip and hands-free Siri activation.
As far as HomePods go, the next
HomePod should be more intelligent and
have more control over home automation,
may be a HomePod version of a TV sound
bar with surround audio and Siri and Apple
TV built in. Another route Apple could
take with HomePod would be to downsize
it. It might make sense to come out with a
less powerful unit that still retained many
of the features of the existing speaker
but still workung well in smaller rooms.
Whatever the next-generation Home-
Pod looks like, it’s going to be birthed in a
very competitive market.
Apple has positioning and pricing issues
with the HomePod as Apple would
like the conversation positioned around
audio quality when a lot of the market is all
about digital assistants.
Apple is anchored to Siri, and Siri
hasn’t gotten the best reviews when it
comes to how it stacks up competitively
against Google Assistant and Alexa.
Apple’s planned introduction of new
audio products next year reflects an ex
panded role for audio in the company’s
future. It reinforces Apple’s commitment
to a broader strategy in which audio
plays a more important role in their
hardware and software ecosystems, and
it also augments Apple’s reputation in the
market as it strengthens Apple’s music
proposition and gets them more credibility
as a broader provider of audio technology
and products.
So, watch this space for exciting developments
over the coming year as apple
toys with what it should do in thid
highly competitive market.
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