The competition between Apple (AAPL) and Google (GOOG) in the digital living room is about to intensify.
Tech analysts expect Apple soon to revamp its under-performing Apple TV gadget, which plugs into a TV so you can watch movies and shows via iTunes, in order to take on the new Google TV service when it launches this fall.
Google TV is a new way of watching Web content on televisions, via a Google operating system of sorts. Google is partnering with Sony (SNE), Logitech (LOGI), Dish Network (DISH) and others on the service, which will make its debut on a new set from Sony. No specific date has been announced.
To gear up for the competition, tech analysts expect Apple to cut the price of Apple TV to $99 from $229. But is it too late?

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抄訳らしくない抄訳: インターネットテレビを巡って、AppleとGoogleの戦いをサマリーしています。ただいずれの会社も今のままや現状の低価格化といった延長線上での考えでは成功しないだろうと予測しています。ただAppleもGoogleもユーザーの求めるポイントをしっかり把握しているでしょうから、どのような解を提示するか大変関心のもたれているところです。