Get this thing clear: Apple just wants to sell us its shiny, bauhaus-style gadgets. Apple isn't concerned with better TV experience (which eventually is about better content). This is what Business insider says about Apple's TV plans in a post that says that Apple's TV plan is to Embarrass Hardware Makers, Stiff Content Providers, Destroy Cable Companies.
Obviously, cable companies and content providers will be most hit, as the App business has shown us. WIth Apple controlling the interface, the 'de-boxed' cable companies will be just 'dumb' line providers. In case of content providers, they will have to make do with something like the 70-30 regime that goes on in the App business. What's the innovation in it? The real innovation in TV in recent times was only Youtube. Everything else is just timepass.