yep... read this thread, and I hear a lot of things Apple decision makers will have to say 'no' to. Most of this stuff is what 'you' want, not what will make TV (semi-realtime streaming content via broadband, coax, and OTA) 'insanely great.'
Apple has to
1) make navigating 300 odd 'channels' containing several thousand shows/episodes/real-time-happening content as easy as 'search for your favorite shows'
2) allow for excellent display of real time (sports, news) content... if 400 million sets are on watching the superbowl... we better be able
those are hard.... because you have to crack the cable providers monopoly of the cablebox. 2 is semi possible OTA, but most stuff is on cable/sat only now.
These are easier
3) provide a central searchable hub of previously broadcast material from all sources
4) provide a single simple way of navigating, and purchasing non-free content
5) maintain security/privacy for those viewing content
6) ability to centrally put parental controls on everything on the 'web' visible on a TV (youtube, netflix, vimeo, hulu, podcasts, etc.)
7) One button, one controller to rule them all (and/or iRemote on an iPod/Phone/Pad).
8) learn your preferences and 'genius-ize' them
9) design it to have 'profiles' (authenticated access... Mommy's 50-shades-of-Grey movie and Dad's 'Expendibles 17' won't show up on kiddies 'watch list')
My guess it will build for 1-9, and deliver a subset of 3-9, and establish a platform, and then get either channels/networks, or the direct production houses to buy in.
In all of this, much like disintermediating mobile carriers, and album sales (record stores), this is all about making the 'cable' (DSL/FIOS/Coax) 'dumb', because the Cable/Telcos are making bundling the only way to watch popular shows, thereby increasing their profits, and making the content viewing experience more painful than what it could be.