I don't think we've seen the "one more thing..." part of this story yet
"It’s possible that Tim Cook really will come out with a big, shiny, integrated TV set. But regardless, he appears to be building the “real” Apple TV right in front of us. The key here is to focus not on the hardware but on the software, the content, and the way users will get to access all of that stuff.
Next on the Apple TV road map: Getting more content on there. Tim Cook defended Apple TV’s offerings during his D10 interview last month — in short, he pointed to the iTunes catalog of TV shows and movies and said, “See?” But he also mentioned recent trips to see Hollywood studios and other content partners. If you’re into reading Apple tea leaves, those seem like meaningful ones to examine."Looking for the Apple TV? Look in Front of You. - Peter Kafka - Media - AllThingsD