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????2.蘋果電視還能選擇和電視網絡頻道以及其它互聯網視頻提供商合作提供實況電視節目。折衷的方案是，蘋果（利用互聯網或無線網絡），通過電視網絡頻道提供實況電視節目。然后蘋果可以為蘋果電視開發一個新的應用程序商店，作為其基本電視功能的補充。在線影碟租賃公司Netflix、視頻網站Hulu Plus以及其他內容提供商都可以在其中開發自己的應用程序。在這種模式下，蘋果很有可能會繼續通過iTunes商店，向蘋果電視提供iTunes中的電影和電視內容。 ????3.最后，蘋果還能與內容提供商合作，提供一項基于自選節目的月度訂閱打包方案。毫無疑問，如果蘋果真的打算控制整個電視體驗，這是其中最具挑戰性的一個方案，也就是說，它必須成為一家虛擬多業務運營商，使用戶能按月訂閱實時電視服務。當初，蘋果在進軍智能手機市場時，它并沒有選擇這樣做。按照內容供應商和服務提供商之間現行的授權協議，這個方案在媒體也內不可能實現。而且，它也超出了蘋果核心競爭力的覆蓋范圍。也就是說，這個方案將會使蘋果控制整個用戶體驗，而且很可能開發出許多全新的功能，它們將是目前所有電視服務提供商和電子產品制造商都無法提供的新功能。 ????我們的看法？電視機誰都能造，盡管蘋果可能已經購買了更出色的屏幕技術。整頓電視機混亂的用戶界面恰恰就是蘋果的強項。蘋果的iCloud和iTunes商店可能使其更具優勢，但目前來看，電視觀眾似乎并不急于付費點播電視節目。然而，最大的未知數在于，蒂姆?庫克或埃迪?庫爾能否說服好萊塢簽署關于內容的協議。要知道，史蒂夫?喬布斯在其有生之年一直未能如愿以償。 ????譯者：項航 |
????2. Apple could offer access to live TV from network channels in combination with other web-based video services. One middle-of-the-road option could be for Apple to deliver live TV from network channels (either over the internet or over the air) to the Apple Television. Apple could then leverage a new App Store for the Apple Television to supplement the basic live TV features with Netflix, Hulu Plus, or any content provider that chooses to build an app for the television. In this instance, Apple would also likely continue to offer its iTunes movie and TV content through the iTunes store to the Apple Television. ????3. Apple could offer monthly subscriptions, on an a-la-carte basis, for live TV packages with content from content providers. Clearly the most challenging option, if Apple truly wanted to control the entire television experience - which, again, the company chose not to do when entering the smartphone market - it would have to become a virtual MSO (Multiple Services Provider) and offer monthly subscriptions for live TV services. Such an offering would be unlikely given existing licensing arrangements between content providers and service providers as well as the fact that it lies outside of Apple's core competencies, even in media. That said, it would enable the company to control the entire experience and possibly deliver new features that are currently unavailable through existing television service providers and CE device makers. ????Our take? Anybody can build a TV set, although Apple may have bought itself access to better screen technologies. Fixing TV's broken user interface is right in Apple's wheel house. Apple's iCloud and iTunes store might give it an edge, but TV viewers so far haven't seemed terribly eager to buy TV shows a la carte. The biggest unknown is whether Tim Cook or Eddy Cue can talk Hollywood into signing the kind of content deals Steve Jobs was never, in his lifetime, able to get. |
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