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????上周二，投資公司Jefferies的分析師彼得?米瑟克就其最近的日本之旅發(fā)布了一篇報告，科技博客AllThingsD的約翰?帕克茲沃斯基從中發(fā)掘出了最具有新聞價值的信息。 ????次日，十多位寫手紛紛跟進，附和帕克茲沃斯基報道【《蘋果電視可能將于2012年2月進行商業(yè)化生產(chǎn)》（Apple Television Could Be Ready for Commercial Production by Feb. 2012）】，但他們的依據(jù)僅僅這篇報道的要點。 ????然而，除了暗示蘋果（Apple）可能在2012年年中推出電視機外，米瑟克的完整報告中還有很多信息。事實上，關(guān)于蘋果電視的三句話是該報告中最含糊不清、猜測性質(zhì)最強的內(nèi)容。實際的報告如下： ????關(guān)于iTV，我們認為蘋果將獲取日本堺市的Gen 10工廠以生產(chǎn)升級版非晶態(tài)TFT液晶屏。我們還認為重組生產(chǎn)線的行動已經(jīng)開始或者即將開始，因為將于明年2月開始商業(yè)化生產(chǎn)。所以，iTV最早將于2012年中期發(fā)布，這和我們關(guān)于iTV的其它推測相符。 ????鑒于業(yè)界一直在熱議蘋果品牌電視的傳聞，而且史蒂夫?喬布斯16個月前還親自回答稱“唯一的問題是走向市場”。我不敢十分肯定iTV將在2012年年中發(fā)布。 ????那么，皮特?米塞克在日本到底打探到了哪些信息？米塞克稱，最重要的收獲是蘋果已經(jīng)投入巨資——高達10億美元——至一家新的供應商【非常遺憾，不是三星（Samsung）】，以及一項新的顯示屏技術(shù)以生產(chǎn)下一代iPad、iPhone。蘋果將帶來分辨率更高、續(xù)航時間更長，同時價格更低廉的顯示屏，令其余競爭對手望塵莫及。具體信息本文引用如下： ????? 根據(jù)觀察，我們認為蘋果已將顯示屏部分產(chǎn)能轉(zhuǎn)移至夏普（Sharp），后者已成為蘋果主要的面板供應商。我們還認為蘋果已取得龜山Gen 6工廠的獨家使用權(quán)，它將利用蘋果購買的價值5億至10億美元的設(shè)備生產(chǎn)iPad 3和iPhone 5 LTE顯示屏。 ????? 我們認為兩周前，iPad 3顯示屏的制造工作已經(jīng)開始，而它正是最近蘋果供應鏈中諸多傳聞的源頭所在。 ????? 我們認為蘋果和夏普已合作研發(fā)出一種新型IGZO技術(shù)（加入了銦、鎵、鋅等金屬）。利用該技術(shù)，顯示屏分辨率將能達到330dpi（每平方英寸像素），足以滿足高清晰顯示屏的要求。它能替代目前的IPS硬屏（目前在iPhone 4、4S上使用的硬性液晶屏——譯注），也無需再加配雙LED背景燈。這項技術(shù)將帶來很多優(yōu)勢：顯示屏更加輕薄、續(xù)航時間將得到延長、用戶的綜合體驗相應也有顯著提高。 |
????Credit AllThingsD's John Paczkowski for finding the most headline-worthy nugget in the report issued Tuesday by Jefferies analyst Peter Misek on his recent trip to Japan. ????The thrust of Paczkowski's story -- Apple Television Could Be Ready for Commercial Production by Feb. 2012 -- was echoed Wednesday by more than a dozen writers who had only his brief item to rely on. ????But there's a lot more to Misek's full report that the suggestion that Apple (AAPL) could selling television sets by mid-2012. In fact, those three sentences are the note's vaguest and most speculative. The actual text: ????For iTV we believe that Apple will take a line at the Gen 10 Sakai facility and produce a modified version of the Amorphous TFT. We believe retooling of the line has begun or is about to begin at the facility with February as a preliminary time frame for commercial production. This would put an iTV launch as early as the middle of 2012, which aligns with our other iTV checks. [emphasis ours] ????Given how long rumors of an Apple-branded TV set have been floating around and the "fundamental go-to-market" problems Steve Jobs put his finger on 16 months ago, I wouldn't bet the farm on a mid-2012 launch. ????So what did Peter Misek learn in Japan? The "key takeaway," as he calls it, is that Apple has sunk a lot of money -- as much as a billion dollars -- into a new supplier (most pointedly, not Samsung) and new screen technologies to build the next generation of iPads and iPhones with resolutions, battery life and prices its competitors will be hard-pressed to match. I quote: ????? We believe Apple has shifted display production and that Sharp has now become a large panel supplier, based on our checks. We believe that the Gen 6 Kameyama facility has been exclusively taken over for Apple purposes with Apple purchasing $500M to $1B of equipment for the manufacturing of iPad 3 and iPhone 5 LTE displays. ????? We believe production of iPad 3 displays began two weeks ago and is the cause of much of the noise in the supply chain. ????? We believe that Apple and Sharp together have a modified IGZO (indium, gallium, zinc) technology to achieve 330 dpi, which is sufficient for an HD display while not using IPS nor having to include dual-bar LED backlighting. In our view, this should lead to several design advantages, namely the device can be thinner, battery life should be longer, and the overall experience for users should be meaningfully improved. |
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