蘋果將推出新的網絡電視服務
Apple is readying its long-awaited assault on the living room, with plans to launch a new online television service later this year.
After striking a deal with HBO to bring its on-demand app to Apple TV next month and cutting the price of its set-top box from $99 to $69, Apple is now in advanced talks with US broadcasters including Fox and ABC to launch a subscription streaming service, according to people close to the negotiations.
知情人士稱，蘋果已經與HBO達成協議，下月將其點播應用添加至Apple TV，並將其機頂盒售價從99美元下調至69美元，目前，蘋果正與包括福克斯(Fox)和美國廣播公司(ABC)在內的美國廣播公司進行進一步談判，以推出一項流媒體訂閱服務。Talk of an “over the top” Apple TV service — which avoids traditional cable or satellite distribution in favour of streaming live video over the internet for viewing via iPhone, iPad or TV box — has lingered for years, fuelling speculation that the iPhone maker might release its own TV set.
有關“網絡電視(OTT)”Apple TV服務的傳言已有多年，這令人們猜測，這家iPhone製造商可能會發布自己的電視機。Apple TV擯棄傳統有線電視或衛星電視服務，更加傾向於用戶通過iPhone、iPad或機頂盒觀看在互聯網發佈的直播視頻。
However, while Apple is now seen as unlikely to add another screen to its family of devices, last week’s price cut may suggest that a revamped version of its set-top box is imminent.
儘管外界認爲，蘋果現在不太可能增加新的設備，但上週蘋果機頂盒降價可能暗示，蘋果即將改進其機頂盒服務。For many years, the cheap Apple TV box — originally launched alongside the iPhone in 2007 — was described by Apple executives as a "hobby".
多年來，蘋果高管一直將廉價的蘋果電視機頂盒（最初與iPhone於2007年推出）視爲一項“愛好”。Tim Cook, Apple’s chief executive, said at an event last week that Apple TV had sold 25m units, up from 20m a year ago, making it small contributor to the company’s vast revenue.
蘋果首席執行官蒂姆•庫克(Tim Cook)在上週的一次活動中表示，Apple TV銷量爲2500萬臺，高於一年前的2000萬臺，對該公司的鉅額收入貢獻較小。Today’s Apple TV box offers an array of channels, from the well-known such as Netflix, YouTube, CNBC and Sky News to more niche content such as Crunchyroll, which shows Japanese animation.
如今的Apple TV機頂盒提供很多頻道，從Netflix、YouTube、美國消費者新聞與商業頻道(CNBC)以及Sky News等知名頻道到播放日本動畫片的Crunchyroll等較爲小衆的頻道。Some channels, including HBO, Watch ABC and Fox Now, are available only if customers also have a separate cable subscription. All have struck individual deals with the company’s media team for placement on Apple TV.
包括HBO、Watch ABC、Fox Now在內的一些頻道只有在消費者另外支付有線電視訂閱費時纔可收看。這些頻道都已單獨與蘋果媒體團隊簽約，將其添加至Apple TV。Blazing a trail for an expanded Apple TV service are Dish Networks’ Sling TV, which streams live TV to customers without a cable subscription for $20 a month, and Sony’s forthcoming PlayStation Vue, a similar internet-TV service tied to its games consoles. Both have negotiated streaming deals for “cord cutters” with most of the biggest US networks.
率先推出超越Apple TV服務的公司是Dish Networks的Sling TV和索尼(Sony)即將推出的PlayStation Vue。前者向客戶提供直播電視節目，客戶不必支付有線電視費，月費爲20美元，後者是一款類似的網絡電視服務，與其遊戲機捆綁。兩家公司都已與多數美國最大網絡簽訂流媒體協議。One holdout in Apple’s negotiations is said to be Comcast, but a person close to the situation said that failing to secure rights from its NBC Universal subsidiary would be unlikely to prevent a launch in the coming months, just as Apple’s iTunes has grown its catalogue over the years.
據悉蘋果的談判僅在一家康卡斯特(Comcast)受阻，但一名知情人士表示，雖然蘋果未能從康卡斯特子公司NBC環球(NBC Universal)獲得內容播放權，但這不太可能阻止蘋果在未來幾個月推出新的服務。
