Dan Frommer on how Apple would/should disrupt the TV industry:
Launching an Apple television without TV service would have been like launching the iPhone without phone service: It might make sense to a few people, but Apple makes products for everyone. So Apple needs to be able to say: This is the best machine in the world for watching all the television you already love. And it does all this other cool stuff. That’s a winner. (That’s the approach Apple used for the iPhone.)
What’s the end product look like? Who knows, but you can be sure this is a large part of the goal.