Hell is freezing over for Apple because the company has finally accepted that it cannot make enough money from its video offerings just with Apple devices (ie, the iPhone, iPad, and Apple TV). This also suggests that the Apple TV has seen its last iteration. If Apple can put the same apps on any smart TV – which is, of course, not complicated – why have a separate device? I suspect we’ll also see an Apple Music app on these TVs before long (as is already the case for Android phones and tablets).
It makes sense to me that Apple would bring its services to other platforms — partly for, as McElhearn alluded to, financial reasons; but, also, because it has the rather lovely side effect of confirming that Apple is becoming a true services company for more than Apple product owners.
But I am not sure that necessarily leads to the end of the Apple TV. I don’t see the company abandoning dedicated hardware just because it has a services business, even for a presently lower-priority product like the Apple TV. It seems to me that it’s more likely that Apple’s TV product may morph to become a full television that they have complete control over. Why not? Most televisions look awfully cheap and are privacy nightmares.