Apple is readying its long-awaited assault on the living room, with plans to launch a new online television service later this year.
苹果(Apple)正准备进军到消费者的客厅，计划在今年晚些时候推出新的网络电视服务。对于这一服务，消费者已经期待已久。
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.
知情人士称，苹果已经与HBO达成协议，下月将其点播应用添加至Apple TV，并将其机顶盒售价从99美元下调至69美元，目前，苹果正与包括福克斯(Fox)和美国广播公司(ABC)在内的美国广播公司进行进一步谈判，以推出一项流媒体订阅服务。
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.
有关“网络电视(OTT)”Apple TV服务的传言已有多年，这令人们猜测，这家iPhone制造商可能会发布自己的电视机。Apple TV摈弃传统有线电视或卫星电视服务，更加倾向于用户通过iPhone、iPad或机顶盒观看在互联网发布的直播视频。
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.
尽管外界认为，苹果现在不太可能增加新的设备，但上周苹果机顶盒降价可能暗示，苹果即将改进其机顶盒服务。
For many years, the cheap Apple TV box — originally launched alongside the iPhone in 2007 — was described by Apple executives as a "hobby".
多年来，苹果高管一直将廉价的苹果电视机顶盒（最初与iPhone于2007年推出）视为一项“爱好”。
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.
苹果首席执行官蒂姆•库克(Tim Cook)在上周的一次活动中表示，Apple TV销量为2500万台，高于一年前的2000万台，对该公司的巨额收入贡献较小。
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机顶盒提供很多频道，从Netflix、YouTube、美国消费者新闻与商业频道(CNBC)以及Sky News等知名频道到播放日本动画片的Crunchyroll等较为小众的频道。
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在内的一些频道只有在消费者另外支付有线电视订阅费时才可收看。这些频道都已单独与苹果媒体团队签约，将其添加至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服务的公司是Dish Networks的Sling TV和索尼(Sony)即将推出的PlayStation Vue。前者向客户提供直播电视节目，客户不必支付有线电视费，月费为20美元，后者是一款类似的网络电视服务，与其游戏机捆绑。两家公司都已与多数美国最大网络签订流媒体协议。
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.
据悉苹果的谈判仅在一家康卡斯特(Comcast)受阻，但一名知情人士表示，虽然苹果未能从康卡斯特子公司NBC环球(NBC Universal)获得内容播放权，但这不太可能阻止苹果在未来几个月推出新的服务。