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Apple never comes to the Consumer Electronics Show (CES), but this year the company has appeared. More or less. Above the monorail station of the Las Vegas Convention Center is a huge black-and-white wall mural with the silhouette of an iPhone and a message: "What's going on on your iPhone remains- he on your iPhone? "
Technology journalists took pictures of the ad, something else was happening in the conference rooms along the Las Vegas Strip: Apple software appeared on TVs.
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More specifically , the world's largest TV manufacturers – LG, Sony, Samsung and Vizio – are including AirPlay 2.0 on the new models. Vizio, for example, makes this feature compatible with previous versions, so that each screen equipped with the company's Smartcast operating system features AirPlay 2.0 via a software update later this year. This means that you can extract an iTunes movie to your smartphone, play here and there, and then watch it on your TV. The same goes for photos, music or anything that works with AirPlay 2.0. Think of it as a Chromecast except it's designed for Apple devices. Plus, you do not have to spend $ 35 for a physical dongle or, strangely, about $ 1,000 for an Apple TV.
This may seem less dramatic than it appears. When the built-in functionality of AirPlay 2.0 makes it easy to send content from an iPhone or Mac to your TV, it is not a system of Entirely Apple operation on the new LG, Sony, Samsung and Vizio TVs. This is also not a complete replacement for Apple TV. By adding AirPlay 2.0, you can easily turn these new (and old, Vizio TVs) into quick and easy side screens for your Apple device. Samsung also goes further by adding an iTunes application to their new smart TV. So, you will not even need an Apple device to watch iTunes content on a Samsung TV.
But there is a second layer in this announcement that reinforces its meaning. In addition to AirPlay 2.0, Apple also adds HomeKit support to all these TVs. This means you can ask Siri to turn on your TV, then play Mission: Impossible – Fallout Effect, and the wizard should do it.
Apple seems to be entering the people's living room with vigor to the detriment of its competitors. For years, people have speculated that Apple would launch its own TVs. Think of the old Cinema Display, but big enough to hang on the wall of your living room. Now, it seems obvious that society is going in a different direction. After years of success in selling small black boxes, Apple is adding an elegant software solution that turns successful LG, Samsung and Vizio TVs into displays for Apple content and home devices for smart home-related objects. using HomeKit. This also makes these TVs an ideal vehicle for pay services not yet announced by Apple, such as the company's streaming service.
• Follow our coverage of CES 2019
This brings us back to CES, where Apple is not present, but at the same time. At least, as a result of the new AirPlay, the company is in everyone's mind. In recent days, many investors and fans have been surprised by the announcement of lower earnings forecasts by the company for the first quarter of this year. Recalling the slowdown in iPhone and China sales, the company admitted that traditional smartphone sales were not going very well.
Meanwhile, the business of Apple's services, which includes not only iTunes, but also App Store, iCloud, Apple Music and countless future products – is booming. So it's not hard to imagine how much Apple's broadcast on millions of new TVs made by other companies could be very beneficial to Tim Cook and his friends in Cupertino. Basically, this announcement at CES on AirPlay and HomeKit is a silent "let me" from Apple.
This huge announcement near the Las Vegas Convention Center, on the other hand, is louder. It literally approaches those coming and going from the CES's main stage and, all the more so since Google has linked the monorail to an advertisement for its badistant, it's screaming to remind people that Apple is attached respect for privacy different from its competitors. Yes, your data is stored on your iPhone differently from the carefree world of Android devices. No, advertising seems to suggest that you should not rely on companies whose business models are based on the exploration of your personal data. But, of course, Apple would be happy to sell some services that you can access on other branded devices. In fact, Apple is about to make the task easier than ever.
So even if you do not see an Apple stand at CES 2019, the company insists that you recognize its presence. As new TVs exit the badembly line and receive software updates this year, they will be ready to view Apple content and support Apple devices.
The company will continue to offer new ways for its customers to pay money. in services. Siri, we think, will continue to be nil, but that may not be important in the end. It will not be the only choice of voice control, which is good because Apple is suddenly open to new ideas. As long as they will take you back to the apple society.
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