A long long time ago apple introduced the "grid." It was Apple's product strategy that had a consumer side, a professional side, a top half for home products and a bottom for portables. It worked great for a while but Apple began growing out of that model. The G4 Cube, the iPod, and more recently the iPhone, MacBook Airs, iPad, AppleTV etc.
But today, Apple announced OS X Mountain Lion. It was missing the Mac (if you look at the Lion page, it's been gone there too since last year, but now it's official) Apple is changing the name of Mac OS because they want the word Mac to represent that hardware category which makes perfect sense if you zoom out and look at the big picture. Mac's are the device! They said so when they introduced iCloud. Apple has four product categories once again. Mac, iPod, iPhone, iPad, with iCloud linking them all together, and great products within those categories that fit certain needs and uses.
Mac is your traditional computing experience for consumer and pro use
iPod is your media consumption platform, for music, videos, games, photos, and more.
iPhone is your portable communications platform.
iPad is your Post-PC platform that's still being defined.
So when you think about Apple's TV it could only really fit into one category, iPod.
That's where the AppleTV sits today. So to take that theory to one step further, I believe Apple will call their TV the iPod TV. After all this really is the next step for the iPod, not any other device. iPod is defined as the ultimate media device, and media is the high order bit of a good Television. Now they would also make sense for Apple to split this off from iPod to define a new category. But it would still fit perfectly into this idea of apple making device categories and products that fill those silos.
Ultimately, I think the Apple TV needs to be wonderful at getting new content from iTunes, Media Apps from the App Store and allow you to access your content from iCloud or directly via AirPlay.
And that's all I've got right now.