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Apple Needs to Sell More Devices and Create More Desi Content to Bring More People into Its Ecosystem

In order to make deeper inroads into the Indian living rooms, Apple needs to sells more devices and create more desi content to bring in more people

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Time, Box, Indians
Although Indians still spend nearly four hours a day watching TV, the shift to alternate screens is happening fast. Pixabay

The announcement of a cheaper Apple TV+ subscription — Rs 99 per month in India — has left the over-the-top (OTT) players a bit concerned but unless Apple strengthens its device ecosystem in the country, the real threat to players like Netflix, Amazon Prime or even the domestic players is still not there.

The original content streaming from Apple TV+ currently offers nine originals from the world’s most celebrated creative artists that will debut on the Apple TV app on November 1.

Apart from its own devices like iPhones, iPads and Macs, Apple will make the TV+ streaming available (via Apple TV app) on select Samsung smart TVs and Amazon Fire TV, LG and Sony platforms soon.

In order to make deeper inroads into the Indian living rooms, Apple needs to sells more devices and create more desi content to bring in more people into its ecosystem so that they can enjoy Apple TV+.

Apple, Sells, Device
The announcement of a cheaper Apple TV+ subscription — Rs 99 per month in India — has left the over-the-top (OTT) players a bit concerned but unless Apple strengthens its device ecosystem. Pixabay

The Indian entertainment scene is witnessing a seismic change with 30 over-the-top (OTT) platforms vying for space as players look to differentiate themselves, says a new KPMG report, adding that players like Netflix and Amazon Prime are aiming to create more desi content to bring more users to their platforms.

Massive capital commitments have been made by OTT platforms for building libraries of diverse original content over the last couple of years for the Indian audience.

Indian language internet users are expected to grow to 536 million by 2021 from 234 million in 2016.

As nine out of 10 new Internet users in India are likely to be Indian language users, it is vital for OTT players to cater to this audience in their native language, says the KPMG report, titled “India’s Digital Future: Mass of niches”.

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Many OTT players are also investing in building their regional content libraries to match the demand.

For example, Prime Video has dubbed popular Hindi originals like “Inside Edge” and “Breathe” to Tamil and Telugu.

In addition to originals, Prime Video has also tried to increase depth in their regional library by dubbing English movies like “Alpa”, “Rampage”, etc. to Tamil and Telugu.

Similarly, Hotstar has used dubbing to launch the Hindi web-series “Criminal Justice” in six regional languages – Tamil, Telugu, Kannada, Bangla, Malayalam and Marathi.

Apple, Sells, Device
The original content streaming from Apple TV+ currently offers nine originals from the world’s most celebrated creative artists that will debut on the Apple TV app on November 1. Pixabay

“OTT players like Netflix and Amazon prime have started hiring writers to add contextual flavour to dialogues in English in addition to launching regional web series,” said the report.

Much of the video viewing in India is happening in a local language and YouTube, which has 265 million unique, active users has reported that over 95 per cent of its users watched videos in a regional language.

In India, the over-the-top (OTT) leader Netflix plans to invest Rs 600 crore per year in originals whereas Amazon Prime had committed Rs 223 crore in 2017 for the next 2-3 years in the country.

For some original series, Amazon and Netflix are spending in the range of Rs 1-2 crore per episode.

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For example, per episode cost of original series, including ‘Made in Heaven’ and ‘Mirzapur’ on Amazon Prime was between Rs 1 crore-Rs 2 crore.

Apple, on the other hand, has reportedly planned to spend $6 billion on creating original content but mostly in English as of now as its fight is more domestic — like taking on Disney that is likely to unveil Disney+ service on November 12.

Apple TV+ will be available from November 1 in over 100 countries, including in India.

It will be available on the Apple TV app on iPhone, iPad, Apple TV, iPod touch, Mac and other platforms, including online at tv.apple.com.

Customers who purchase new iPhone, iPad, Apple TV, iPod touch or Mac can enjoy one year of Apple TV+ for free. (IANS)

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Tech Giant Apple Empowering Students in Burhanpur Pen Success on iPads

Apple Teacher is a free online professional learning programme designed to support and celebrate the great work of teachers around the world

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Apple, Campus, China
A customer is entering the Apple store in Fairfax, Virginia. VOA

BY NISHANT ARORA 

Frequented by historians and art lovers seeking solace in its rich past, another transformation, albeit quietly, is taking place in the city of Burhanpur and this time, Cupertino-based tech giant Apple is empowering talented kids at the Macro Vision Academy (MVA) to find their place in the fast-changing world.

One of the handful schools in India that has employed iPads and Mac desktops for imparting education, the CBSE-affiliated, day-cum-residential school has customised Apple products to improve students’ results and rankings – thus earning the tag of ‘Apple Distinguished School’ (ADS) for the second time in a row.

Worldwide, there are 470 ADSs in 34 countries and four are in India. Apple Distinguished Schools share their achievements by collaborating with Apple teams to host on-site Apple Distinguished Educators (ADEs) visits. The educators showcase best practices for using iPad, Mac, apps, multi-touch books and other digital materials to create powerful learning experiences.

At the Academy which is touted as the complete Gurukul, students are creating world-class apps while teachers are busy imparting lessons via Apple TVs in classrooms as students deploy iPads at the same time to imbibe real-time learning, including music on iPad.

The benefits of learning on iPads – nearly all students at the Academy are equipped with iPads and the Academy has over 150 top-of-the-line iMacs at its fully-equipped iMac Lab — are numerous: Learn and revise on the go, lesser books to carry, analytical performance reports to improve and track the growth, digitised voice notes at a secured Wi-Fi campus, and much more.

Today, the MVA students are working at Goldman Sachs, Deloitte, Uber, IBM, Bank of America, Morgan Stanley, Infosys, Microsoft, Adobe, and several other top-notch firms. They have got admissions to prestigious universities like Penn State University, The State University of New York and all IITs.

Apple iPad in frame
Apple iPad. Wikimedia Commons

According to Anand Prakash Chouksey, Director, MVA, iPads and iMacs are part of students’ everyday life at Macrovision.

“The devices help teachers connect with students in a seamless way. The digital approach has increased kids’ interest in studies and their confidence levels have gone up too. They think in a more creative manner while looking at the same old curriculum. This has increased parents’ confidence too,” Chouksey told IANS during the campus visit.

Apple School Manager at the premises is a simple, web-based portal for IT administrators to manage people, devices, and content all from one place. There is a redesigned user interface, more powerful ways to manage bulk activities, and greater control over accounts and classes.

“With the help of Apple School Manager, installing, maintaining and integration of 2,500 iPads was simple and did not incur any extra cost. It also gave us the flexibility to customize and implement policies as per our school needs,” informed Vijay Sukhwani who takes care of the entire Apple ecosystem at the campus.

Apple Classroom app turns iPads and Macs into powerful teaching assistants. The app also makes it easy to share information and send and receive files with the entire class and individual students using AirDrop, or show student work on the big screen.

All Apple products are built with an integrated approach to privacy and security and providing schools with devices, apps, and services that keep students’ work and personal information secure.

With Managed Apple IDs, the school controls student information and can choose to enable or disable apps and services such as iMessage, FaceTime or student progress reporting with the Schoolwork app.

Apple iPad
At the Academy which is touted as the complete Gurukul, students are creating world-class apps while teachers are busy imparting lessons via Apple TVs in classrooms as students deploy iPads at the same time to imbibe real-time learning, including music on iPad. IANS

Jay Firke from the school who attended Apple’s annual flagship Worldwide Developers Conference (WWDC) in San Jose, California, last year is super excited.

“I have created an e-portfolio app wherein class teachers can fill the students’ report about their skills and educational topics. The app currently works on school Wi-Fi,” Firke told IANS.

“I have also worked on an iOS school app which is made with Swift 4.1. This app includes all our school details,” he added, as his team members showcased some of the apps they have built in the classroom.

Apple has also developed apps that help teachers at the Academy put the power of technology to work, bringing ideas into their lessons and productivity to their classrooms.

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The ‘Schoolwork’ app makes it easy for teachers to share class materials, assign activities within apps and view students progress. Students have one place to see assignments, submit work and view their own progress.

Apple Teacher is a free online professional learning programme designed to support and celebrate the great work of teachers around the world.

“We are aiming for an all-round development of not only students but also teachers as true digital learning can only happen then”, said a beaming Chouksey. (IANS)