新一代 Apple TV 九月份發佈

In March of this year, BuzzFeed News told you that Apple had a new Apple TV in the pipeline and planned to unveil it in June at its annual Word Wide Developers Conference. Two months later we told you the company scrapped that plan, delaying the device to do a bit more work on it. It opted instead to focus its keynote-address attentions on its next generation operating systems and Apple Music streaming service.
今年三月，BuzzFeed就報道過蘋果正在籌備Apple TV的面市，並且打算在六月的世界開發者大會上發佈。三月份之後的兩個月，蘋果卻改變了計劃，延遲發佈AppleTV，爲的是再打磨一下產品。在主題演講裏，蘋果公司把注意力集中在了下一代操作系統和蘋果音樂流媒體服務。

Now, as Apple heads toward its annual fall event, the successor to its superannuated set-top box is once again top of mind and at last headed to market — and for real this time.
現在，蘋果公司正着力準備其一年一度的秋季活動。新產品也將取代之前老舊的機頂盒，這一次這個機頂盒又成了焦點，並且最終要面市了——這次是真的。

Sources familiar with Apple’s plans tell BuzzFeed News that the company intends to announce its next-generation Apple TV in September, at the same event at which it typically unveils its new iPhones. The device itself is pretty much as we described it to you in March, sources say, but “more polished” after some additional tweaks. Expect a refreshed and slimmer chassis and new innards; Apple’s A8 system on chip; a new remote that sources say has been “drastically improved” by a touch-pad input; an increase in on-board storage; and an improved operating system that will support Siri voice control. Crucially, the new Apple TV will debut alongside a long-awaited App Store and the software development kit developers need to populate it.
據熟悉蘋果計劃的消息來源，蘋果公司打算在今年9月份發佈下一代Apple TV，而這個時間段也正是蘋果發佈新iPhone的時間。Apple TV和我們今年三月份報道中的描述相差無幾，但是消息稱其在打磨之後“更完美”了。全新和外殼和內置；蘋果芯片的A8系統；觸控輸入使得遙控性能“大大提高”；機載內存提升；支持Siri聲控系統。最重要的是，隨Apple TV發佈的還有讓人等待已久的應用商店，以及開發者用來普及該產品的軟件開發工具箱。

It’s a significant overhaul of the diminutive set-top box, which hasn’t seen a material refresh since 2012, and one that Apple hopes will inspire a big upgrade cycle through the annual winter holiday consumer binge, setting the stage for the subscription internet-TV service Apple’s been trying to get off the ground for years. While that service is most certainly in the offing, sources tell BuzzFeed News that Apple does not currently plan to announce it alongside the new Apple TV.
這應該是這個小小機頂盒的一次大翻新。自2012年以來，機頂盒並沒有實質性的改變。蘋果也希望通過這次Apple TV的發佈，能夠趁着一年一度的冬季消費熱引發一場設備大型的設備的更新。這樣也能爲之後蘋果努力已久的互聯網電視訂閱服務打下基礎。消息稱，雖然訂閱服務的發佈近在咫尺，蘋果公司並沒有打算和Apple TV一起發佈。

While launching new Apple TV hardware apart from a new subscription TV service might seem counterintuitive, it does make strategic sense if Apple doesn’t yet have the deals in place to field such a service. Certainly, Apple doesn’t need to debut the two things together. By rolling out the new Apple TV and SDK ahead of the service, Apple is giving developers some lead time to develop compelling apps for the device — and taking good advantage of a holiday shopping season that will likely drive sales, further growing the Apple TV installed base to which it will someday sell streaming service subscriptions.
有點違背直覺的是，這次要發佈的是Apple TV這麼一個硬件，而不是全新的電視訂閱服務。然而，蘋果在無法落實訂閱服務之前，這樣的策略也是可以理解的。當然，蘋果也沒有必要非得讓Apple TV和訂閱系統同時發佈。在訂閱服務發佈之前，通過先發布Apple TV和軟件開發工具包，蘋果也給了開發者一些前置時間，用以爲該設備開發更優秀的應用。同時也可以利用假日消費季刺激銷量，進一步普及Apple TV，從而等待某天流媒體訂閱服務的到來。

Apple declined comment.
蘋果公司未表態。