苹果公司与好莱坞的谈判有麻烦了

据《华尔街日报》引用的消息来源称，苹果计划在下个月的发布会上新推出一款支持4K分辨率的Apple TV机顶盒。为了支持该设备和获得4K内容，苹果希望好莱坞制片公司在其iTunes数字平台提供电影和纪录片。《华尔街日报》的消息来源称，问题在于这些公司对苹果的定价计划不感兴趣。

报道称，苹果计划以每次下载19.99美元的价格出售4K内容。4K视频提供的视觉效果比传统全高清视频更加清晰。这个价格也是新全高清视频的售价。报道称，由于视频提高了分辨率，因此视觉体验更佳，所以好莱坞的制片公司希望苹果按每次下载30美元收费。

Apple TV曾被已故苹果联合创始人史蒂夫·乔布斯称为“个人爱好”，但现在却成为苹果占领用户客厅的关键。这款设备连接到用户的电视机，可以访问苹果自制的和第三方应用，包括游戏、电视节目等。

几个月来一直有传闻称，苹果计划在今年升级Apple TV。报道称，主要新增的功能是支持受大众欢迎的超高清视频格式。

但为消费者提供4K内容，不只是提供一个机顶盒这么简单。这项技术需要兼容4K的电视机和源内容，如4K电影。用户观看4K节目，这三个部分缺一不可。

苹果已经准备好了机顶盒，消费者需要配备电视，但该iPhone手机制造商为用户提供节目，还需要好莱坞的支持。如果无法就4K内容的定价达成一致，苹果可能没有足够的内容出售给想要使用该项技术的消费者。

据《华尔街日报》称，制片公司的担心是，苹果对4K内容19.99美元的定价，可能远低于其他公司，如流媒体服务Vudu对个别流行视频的售价为30美元。《华尔街日报》的消息来源称，制片公司将4K内容下载看作是支持不断下滑的数字销售的方法之一，希望从这些内容中获得尽可能多的收入。

苹果并未对与制片公司的谈判情况发表意见，也未对《财富》杂志的置评请求做出答复。有传闻称，苹果计划在9月12日星期二举行特别发布会。（财富中文网）

译者：刘进龙/汪皓

The iPhone maker is planning to unveil a new Apple TV set-top box at a press event next month that will come with support for 4K resolution, The Wall Street Journal is reporting, citing sources. To bolster that device and have 4K content ready, Apple has tried to get Hollywood studios to offer their films and documentaries to its iTunes digital marketplace. The problem, the Journal's sources say, is the studios aren't so keen on Apple's pricing plans.

According to the report, Apple wants to sell the 4K content, which offers significantly sharper visuals than traditional full-HD video, for $19.99 per download. That's about the same price it charges customers who purchase new full-HD videos. Given the boost in resolution, and therefore, the better visual experience, Hollywood studios want Apple to charge as much as $30 per download, the Journal's sources say.

The Apple TV, once called a "hobby" by late Apple co-founder Steve Jobs, is now critical to the company's efforts in the living room. The device connects to a user's television and provides access to both Apple-made and third-party apps, including games, TV programming, and more.

Apple has been rumored for months to be planning an Apple TV update for this year. Its chief addition, according to reports, will be support for the popular ultra-high-resolution video format.

However, getting 4K content to consumers requires more than just offering them a box. The technology also requires a 4K-compatible television and source content, like a 4K movie. Only with all three components can users watch 4K programming.

Apple is readying the box, and consumers will need to supply the television, but the iPhone maker also needs Hollywood's support to get the programming to users. And without an agreement on 4K content pricing, Apple might not have ample content to sell to consumers who want to take advantage of the technology.

According to the Journal, the studios are concerned that at a $19.99 price, Apple's 4K content catalog could prove substantially cheaper than those from other companies, like streaming service Vudu, which sells some popular titles for as much as $30. The Journal's sources suggest studios view 4K content downloads as a way to bolster flagging digital sales, and want to make as much from that content as possible.

Apple hasn't commented on its studio negotiations and did not immediately respond to a Fortune request for comment. The company is rumored to be planning to hold its special press event on Tuesday, September 12.