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。
Apple is readying its long-awaited assault on the living room, with plans to launch a new online television service later this year.
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。
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.
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。
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.
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。
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.
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”。
For many years, the cheap Apple TV box — originally launched alongside the iPhone in 2007 — was described by Apple executives as a "hobby".
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。
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.
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。
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.
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。
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.
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。
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.
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。
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.