Apple could add CableCARD compatibility to the AppleTV... At a reasonable price, those of us looking to save money by ditching the rental fee on service provider STBs would jump on it. I'm waiting for Samsung's new STB to get released so I can ship my providers STB back to them and save $16/month.... Samsung will have the first real alternative to TiVo or provider supplied STBs....and no monthly subscription charge has been announced.
Content plus hardware is Apples claim to fame. They'll take their same model apply it to an ultra-4K overpriced TV with some claim of super display coupled with hand gestures (claim like they invented it although other TV's already have), plus some other gimmicks and voila instant success. They aren't wasting time on Apple TV because it doesn't pack the punch of a traditional Apple product and it can't.