Excerpt from a Steve Wildstrom perspective on Apple + TV
For Apple’s part, until it can find a way to become a prime delivery channel for content, it is unlikely to go beyond the “hobby” of Apple TV. While I can’t see Apple ever getting into the no-margin TV display business, I have no doubt that it could build a set-top box vastly better than the lame Motorola and Cisco products offered by the cable companies and vastly better than TiVo or Google. The problem is that access to the content runs through the cable companies, and I cannot imagine Apple trying to build such a product based on the kludgy CableCARD or its vaporous successor, tru2way. Apple won’t do it until it can do it right, and that will require the cooperation of a very reluctant entertainment industry. It may happen–Apple, for one thing, has a whole lot of money to throw around– but it won’t be easy.