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苹果将出平板机 挖掘传统媒体新钱途
苹果公司的新型平板电脑将于下周发布。该公司首席执行长乔布斯认为，就像iPod改变整个音乐行业一样，该产品能够使课本、报纸和电视等业务发生彻底改变，并扩大苹果作为内容中间商的影响力，提高收入。
With the new tablet device that is debuting next week, Apple Inc. Chief Executive Steve Jobs is betting he can reshape businesses like textbooks, newspapers and television much the way his iPod revamped the music industry-and expand Apple's influence and revenue as a content middleman.
知情人士称，苹果在开发这一设备时十分关注该设备在家庭与教室中所能起到的作用。他们希望该平板设备能够被多个家庭成员共享，用于在家里阅读新闻和查收邮件。
In developing the device, Apple focused on the role the gadget could play in homes and in classrooms, say people familiar with the situation. The company envisions that the tablet can be shared by multiple family members to read news and check email in homes, these people say.
这些人士还说，苹果一直在研究用于学校的电子课本。他们还一直在考虑报纸和杂志上的内容如何能够以不同的方式在平板设备上呈现。其他人在介绍这一设备时称该平板设备带有虚拟键盘。
For classrooms, Apple has been exploring electronic-textbook technology, these people add. The people familiar with the matter say Apple has also been looking at how content from newspapers and magazines can be presented differently on the tablet. Other people briefed on the device say the tablet will come with a virtual keyboard.
苹果近来一直与图书、杂志和新闻出版商商讨合作方式事宜。知情人士称，苹果已经与纽约时报 、康得纳斯出版公司和HarperCollins Publishers公司及其母公司新闻集团就该平板机的内容进行了商洽。新闻集团也是《华尔街日报》的母公司。
Apple has recently been in discussions with book, magazine and newspaper publishers about how they can work together. The company has talked with The New York Times Co., Conde Nast Publications Inc. and HarperCollins Publishers and its owner News Corp., which also owns The Wall Street Journal, over content for the tablet, say people familiar with the talks.
纽约时报董事长苏兹伯格在周三接受访问时拒绝就该公司与苹果公司新设备的合作做出评论，仅表示要拭目以待。
New York Times Chairman Arthur Sulzberger declined to comment in an interview Wedensday on its involvement in the new device except to say, 'stay tuned.'
《华尔街日报》报道说，苹果也在与CBS公司、ABC公司的母公司迪斯尼公司(Walt Disney Co.)等电视网就每月的电视订阅服务进行谈判。据知情人士称，苹果还与视频游戏发行商Electronic Arts公司进行合作，以展示该平板设备运行游戏的能力。
Apple is also negotiating with television networks such as CBS Corp. and Walt Disney Co., which owns ABC, for a monthly TV subscription service, the Journal has reported. Apple is also working with videogame publisher Electronic Arts Inc. to show off the tablet's game capabilities, according to one person familiar with the matter.
苹果的策略与其它科技公司对待媒体的方式截然不同。最明显的例子是谷歌。谷歌向消费者提供的内容（例如其视频分享网站YouTube上的内容）大多是免费的，用户上传的视频与专业传媒公司的视频片段基本没有区别。Twitter和Facebook等网站还为用户自创的内容提供了展示的天地。
Apple's strategy contrasts with how other technology companies are approaching media. Notably, Google Inc. offers content to consumers largely free on properties like its video-sharing site YouTube, making relatively little distinction between clips from users and that of professional media companies. Web sites like Twitter and Facebook also provide outlets for user-generated content.
乔布斯的长期策略意在创造全新的付费获取高质量内容的方式，而非重新创造内容。例如，苹果的iTunes Store成为全球最大的音乐零售商，部分归功于它使音乐变得更易于购买。它所提供的绝大多数音乐虽然都来自于畅销的唱片，但主要以歌名而不是以专辑名加注标签。苹果还设计了数字媒体接收器苹果TV以使人们能够购买和租看电影和电视节目。
Mr. Jobs has a longstanding strategy of devising new ways to access and pay for quality content, instead of reinventing the content. Apple's iTunes Store, for instance, became the world's largest music retailer partly by making it easy for people to buy music, most of it from major record labels, by the song instead of by the album. Its digital media receiver Apple TV was also designed so people can buy and rent movies and television shows.
苹果与谷歌对待媒体内容的不同方式使两个公司之间的裂痕越来越深。例如，苹果的iPhone目前整合了谷歌的地图和搜索技术。但知情人士称，苹果正在与微软公司进行深入磋商，把微软的必应作为默认地图和搜索引擎纳入iPhone。微软拒绝做出评论。
Apple's divide with Google over how it views media content also drives the wedge deeper between the two companies. Apple's iPhone, for example, currently closely integrates Google's mapping and search technology, but a person familiar with the matter said Apple was in serious discussions with Microsoft Corp. to incorporate its Bing search engine into the iPhone as the default search and map technologies. Microsoft declined to comment.
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