New York (CNN Business)Apple (AAPL) has been synonymous with names like iPhone, iPad and MacBook. On Friday, the company hopes that it will also be synonymous with names like Jennifer Aniston(珍妮佛‧安妮斯頓), Oprah Winfrey(歐普拉‧溫芙雷) and Snoopy(史努比).

Apple TV+, the company's long-awaited streaming(串流^附件1) service, launches on Friday in more than 100 countries. The service is Apple's foray² into prestige content and it debuts³ amid the so-called "streaming wars," which pits Big Media against Big Tech in the battle for consumers' limited time and money.

The launch of Apple TV+ is a big moment for the company and for its CEO Tim Cook. The iPhone's slumping sales⁴ means Apple has to convince existing⁵ customers to pay for services on the phones and laptops they already own.

It's a big bet for Cook and the company, which is reportedly spending $6 billion on content. But it's a bet that Apple needs to make, according to Tom Forte, an equity analyst at D.A. Davidson.

"They had to diversify their business model because they were over reliant on smartphone sales," Forte told CNN Business. "And the smartphone market has more than matured."

In short, if the Steve Jobs era of Apple was defined by the unparalleled⁶ success of the iPhone, the Cook era may be defined by what Apple can convince us to consume on those devices.

"I view the streaming endeavor as one of the most pivotal⁷ chapters in Cook's legacy," Dan Ives, Managing Director⁸ at Wedbush Securities⁹, told CNN Business. "Ultimately, the success or failure of Apple's streaming initiative¹⁰ is going to play a big role in the company's ability to further monetize¹¹ its 900 million iPhone customers worldwide."

取自CNN新聞https://edition.cnn.com/2019/10/31/media/apple-tv-launch/index.html

附件1：串流媒體（streaming media）是指將一連串的媒體資料壓縮後，經過網路分段傳送資料，在網路上即時傳輸影音以供觀賞的一種技術與過程，此技術使得資料封包得以像流水一樣傳送；如果不使用此技術，就必須在使用前下載整個媒體檔案。

串流媒體檔案一般定義在bit階層，因此串流封包並不一定必須按照位元組對齊，雖然通常的媒體檔案都是按照這種位元組對齊的方式打包的。串流媒體的三大操作平台是微軟公司、RealNetworks、蘋果公司提供的。(定義取自：維基百科)

附件2：foray突襲(在此翻譯為進軍)

附件3：debut首次登場

附件4：slumping sales大減價(slump暴跌)

附件5：exist存在(existing現有)

附件6：unparalleled無與倫比的

附件7：pivotal關鍵的

附件8：Managing Director常務董事

附件9：securities(有價)證卷(security安全)

附件10：initiative提倡

附件11：monetize營收

另外一篇相關的文章，取自該處https://blog.iese.edu/the-media-industry/2019/10/12/apple-tv-plus-is-here-to-fight-for-prestige/

Apple TV Plus is here to fight for prestige

BY CARMEN ARROYO NIETO AND JOSEP VALOR

Posted on October 12, 2019

Apple TV Plus is only a few days away from launch, and we are excited to see the service. The new Apple product is set to start operating on November 1st, with nine original shows and movies. After launch, five new titles will be added to the list. But if you are anxious, don't worry. The company will release its titles in theaters weeks before they hit the platform. Just like that, Apple can offer something Netflix, Hulu, or even HBO can't—traditional prestige.

Although the Apple TV Plus platform has been in the works for a while, it was only in September when the company revealed some of the service's details. First, Apple TV Plus offers the most competitive price in the market right now—for only $5, users can access the full range of Apple titles with a seven-day free trial. There is an exception: if the user buys an Apple gadget¹, he/she will get a free subscription² for the first year. It sounds like a treat (and a marketing strategy that will capture dozens of Apple users.) Like HBO, Amazon, and Netflix, the platform won't have ads. Second, Apple TV Plus has a reported budget of $6 billion, the support of one of the largest Silicon Valley³ companies, and the savviness that comes from owning the data of millions of people. Just as a comparison⁴, Apple has over $66 billion in cash versus $3.7 billion of Netflix and $4 billion of Disney.

  Apple appears to have a different strategy in terms of production and content. The Cupertino⁵-based company wants to win at theaters, and fight for the Oscars, the traditional Hollywood success standards. Apple plans to distribute its documentaries and movies through boutique⁶ theaters 12 weeks before the online release and perhaps with a broader distribution in the future. Netflix's strategy is different: it's geared⁷ towards producing a lot of content, mainly quality series versus feature movies, and delivering

附件1：gadget小工具

附件2：subsciption訂閱

附件3：Silicon Valley矽谷

附件4：comparsion

附件5：Cupertino加利福尼亞州

附件6：boutique精品

附件7；gear齒輪轉動

最主要是一篇有關Apple的品牌，在11月1日所登場得電影平台。