Some very smart people I’ve been talking to suggest that, by building a platform, Apple is generating leverage that it can use to great effect in these negotiations. A mid-market breakout box offering is one thing, but a huge, rumbling platform with an upward trajectory of living-room dominating apps and third-party content is another beast. If, obviously if, Apple is successful with the Apple TV, it could be in a position to dominate content in a way that no other ‘smart’ TV platform has before it.
If Apple did indeed ‘delay’ the Apple TV from being released at WWDC, then it probably had a reason. And, if my sources are correct, that reason could well be polish, polish, polish. The experience of using it is said to blow away the types of junky smart TV interfaces we’ve had to deal with so far. This is the first real Apple TV product.
If you see another annoying settopbox, they blew it.
I guess some people are expecting something novel because it’s Apple. Since they didn’t do it with either the watch or their music service, I doubt they’ll do it here either. But if they manage to have an Amazon Video app, they’ll have a leg up over Android TV and the nVidia Shield.