what are you talking about? The official apple position in 2007 was to limit iPhone apps to Web 2.0 apps which produced limited results. A year later they gave developers an SDK to write native apps and the results have been phenomenal. At the time Steve Jobs said they did the SDK/App Store because developers asked to be able to do more than they could via Web2.0.
Apple TV faces a similar situation today. Airplay Mirroring is to AppleTV what Web 2.0 was to iPhone. It allows more content, but is limiting. In the case of airplay mirroring, it is also inconvenient. Some apps block airplay streaming. And you can't watch the programming and use your iPad at the same time if the iPad is doing the streaming. Also, Airplay streaming introduces a lag, so is problematic for games.
AppleTV runs iOS. Free it from it's current limitations with an App store before it's too late. An app store done right, not the mess that is Google TV. Otherwise Roku, smart blu ray players and smart TVs will make the Apple TV irrelevant.