OK. I know what it is. Call me intuitive or foolish but here's my bet. My bet is that the revolution of television is going to be what the revolution of iTunes was. iTunes was basically digital distribution of every profitable song ever recorded that might sustain market interest today. iTunes for TV is the same thing.
It's all about getting the Jetsons and the Flintstones and every other property into the Apple distribution, and ultimately superdistribution. Tim Cook is going to come up with the market, soon to be joined by everybody else (meaning Amazon) that is going to allow Apple product users the ability to turn up the Wayback Machine and find their 32 favorite episodes of I Love Lucy. He's going to make an offer that the heirs and scions of Desilu Productions cannot refuse. It's a big data solution to the last holdout, which is the gigantic library of syndicated television. And he's going to show them how it has been done with music, including AC/DC and The Beatles and it has made those rights holders more money than they could have ever expected through a planet full of Tower Records stores. Apple has the platform, now Apple TV is all about managing the content.
That's what Apple TV will be.
The actual hardware is basically already done. There's not much that needs to be done to take that tiny thing that is the actual product called Apple TV right now and embed it into any set. In fact, Apple's probably spending lawyer time trying to keep Samsung from doing that right now. What Apple can do is negotiate the rights for the back ends.