Apple TV Take 2: Movie Rentals, No Computer Required蘋果電視採取2 ：電影租金，沒有電腦所需

Steve Jobs announced an update to the Apple TV at Macworld San Francisco this week as well as iTunes Movie Rentals , which were already史蒂夫喬布斯宣布了一項最新的蘋果電視在舊金山的Macworld本週以及的iTunes電影出租 ，這已 rumored to be part of his Macworld keynote speech傳聞說是他的Macworld演講 . 。

Jobs admitted that Apple’s online video plan had been a disappointment and that users didn’t take to watching online video the way Apple had expected.喬布斯承認，蘋果公司的在線視頻計劃已是令人失望的，而且使用者沒有採取收看在線視頻的方式，蘋果的預期。 When Jobs first announced the Apple TV last January, Apple’s initial video plan was too complicated for many people.當喬布斯宣布蘋果電視今年1月，蘋果公司的最初計劃是影片過於複雜，對許多人來說。 Getting a movie or TV show onto your Apple TV required customers to buy the video from the iTunes Store, download it to their computer, then sync/stream the file using an Apple TV.乘車電影或電視節目到你的蘋果電視需要客戶購買的視頻從iTunes Store ，下載到他們的電腦，然後同步/流文件使用蘋果電視。

Although Apple has already sold 7 million movies, Jobs said: “That’s more than everyone else put together, but it did not meet our expectations.”雖然蘋果公司已經售出700萬部電影，喬布斯稱： “這超過其他人集中在一起，但它沒有達到我們的期望。 ”

Apple plans on overhauling their strategy by making 2 major changes:蘋果公司計劃檢修他們的策略，使第2重大變化：

1. Adding a new online movie rental service增加了新的在線電影租賃服務
2. Updating the Apple TV’s software so that viewers can stream movies direct from the Internet sans (that’s Latin for without) computer.更新Apple TV的軟件，使觀眾可以直接流電影從因特網協會（這是因為沒有拉丁美洲）的計算機上。

Jobs thinks that viewers would prefer to rent movies, not buy them.喬布斯認為，觀眾寧願租影片，而不是購買。 As a result, the new Apple TV software will allow users to rent first run films from every major movie studio including Fox, WB, Paramount, Universal and Sony in HD.因此，新的蘋果電視軟件將允許用戶第一次運行的租金從每一個電影的主要電影製片廠包括福克斯，世界銀行，派拉蒙，環球和索尼的高清。 Jobs called it “A better way to provide movies to our customers.” Blockbuster and Netflix can’t be happy right now.喬布斯稱之為“更好的方式來提供電影為我們的客戶。 ”百視達和Netflix不能不滿意。

1000 films ready for rental will be 1000電影準備的租金將 available on iTunes可在iTunes starting in February. 2月開始。 Going forward, movies will be available to rent 30 days after they are released on DVD.展望未來，電影將可以租30天之後他們被釋放的DVD 。 Broadband users won’t have to wait for these giant movie files to download.寬帶用戶將不必等待這些巨大的電影文件下載。 Moments after you rent the film using your Apple TV, it will be watchable immediately via streaming.不久之後，影片出租使用您的蘋果電視，這將是watchable立即通過流。 How much are movie rentals?多少錢的電影出租？ $2.99 to rent older titles, $3.99 for new releases. 2.99美元租舊圖書， 3.99美元的新版本。 Add one more $1 to those prices if you want to rent the movie in HD.增加一個1美元的價格如果你想租電影的高清。

Thomas Lesinski, president of Paramount Pictures Digital Entertainment, joined Jobs on stage at Macworld and called the rental service a “defining moment” for the distribution of digital video content.總裁Thomas Lesinski派拉蒙電影公司數字娛樂加入喬布斯在舞台上舉行的Macworld上，並要求租用服務“決定性的時刻”的分配數字視頻內容。 “This is really going to take things to the next level,” he said. “這是真的事情到一個新的水平， ”他說。

The new Apple TV software features will be included in a free Apple TV update scheduled to be released in February.新的蘋果電視的軟件功能將包括在一個自由的蘋果電視更新定於2月發布。 You can update your Apple TV by selecting “Update Software” from the Settings menu.您可以更新您的蘋果電視選擇“更新軟件”從設置菜單。

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