Zhi DongXi (public number: zhidxcom)
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According to foreign media reports, in recent weeks, Apple has completed the acquisition of a startup called AI Music, which can create music through AI technology and realize real-time interaction between music and users, such as adjusting music according to user emotions.
Last August, Apple acquired primephonic, a classical music streaming company that aims to provide apple music users with high-quality classical music, and apple music is expected to be updated at this year's global developer conference.
In addition, foreign media broke the news that Apple may be one of the potential acquirers of fitness technology company Peloton. Analysts at Wedbush say using Peloton's interactive fitness products could expand Apple's healthcare services, and that apple could make a defensive takeoff to fend off the potential risks posed by rivals like Amazon's acquisition of Peloton's health care services.
First, the acquisition of an audio company, Apple Music or the addition of new AI features
According to Bloomberg, Apple has completed its acquisition of ai music, a smart audio manufacturing company, in recent weeks. AI Music, a London-based startup with about 24 employees, is one of the few acquisitions Apple has made in a year, albeit on a smaller scale.
The company uses AI technology to create music based on royalty-free audio materials, generating dynamic audio that interacts with users. For example, the songs in the game can be adjusted according to the user's mood, and the music during the workout can be adjusted according to the user's exercise intensity.
AI Music had earlier worked with advertising agencies to create ads based on different audiences, playing different music. According to the company's LinkedIn, the company's goal is to be able to edit music in real time according to consumer needs and create music that "adapts to your heartbeat".
Foreign media said that Apple currently refuses to comment on the acquisition, but it is conceivable that Apple may apply related technologies to customize music for Apple Music users and create real-time ambient sounds for smart speaker Homepod users. Last August, Apple also acquired Primephonic, a classical music streaming service, to provide Apple Music users with a better classical music appreciation experience. Foreign media 9to5Mac said that at this year's global developer conference, we may see some major updates about Apple Music.
Second, Apple may acquire fitness technology company Peloton for the defense of Amazon
In addition, AppleInsider broke the news that Apple may acquire Peloton to promote its sports health-related services. Peloton, a technology company that specializes in online fitness, has released spinning bikes and treadmill products equipped with a large HD touchscreen that rotates left and right, and is equipped with a camera and stereo speakers, on-demand Peloton's fitness classes on the touchscreen for highly immersive workouts.
▲ Peloton's spinning bike products
In addition, Peloton has built a highly engaged online fitness community, which currently has a user base of more than 2.8 million and a churn rate of less than 1%. Analysts at Wade Bush say it's hard to ignore such a large user base and strong brand loyalty, whether it's Apple or other companies. Apple can integrate Peloton's technology and services with Apple Fitness and Apple Watch, integrate it into Apple's consumer ecosystem, and expand sports health services.
Analysts at WadeBus stressed that while Apple essentially reduced major acquisitions after acquiring Beats for $3.2 billion in 2014, an acquisition of Peloton is still possible, with a purchase price likely to be between $12 billion and $15 billion. At present, Amazon is also seen as one of the potential acquirers of Peloton, and analysts at Wade Bush believe that if Amazon or other companies buy Peloton, it may pose a risk to Apple's sports health services, so it is also possible for Apple to acquire Peloton for defensive purposes.
Conclusion: From music to sports health, Apple's multi-line combat upgrade service experience
According to foreign media news, although apple acquisition speed has slowed down, the last two are acquisitions of audio companies, which may indicate Apple's technology update to Apple Music, in addition, Apple's attention to the field of sports and health has also spawned industry speculation that Apple may acquire Peloton.
Apple is committed to facing the needs of users and providing richer services for the public. According to reports, Apple may also study adding health management functions to AirPods to achieve functions similar to hearing aids. Apple has been on the road in improving and expanding the user experience.
Source: Bloomberg, AppleInsider, 9to5Mac