I have repeatedly posted on Macrumors that the video content providers will not let Apple have control over content as it has with the recording industry....and here it is the mid-2014 version of that battle.
Apple was great for the recording industry but the recording industry was desimated by the likes of Napster and others when the iPod came out. TV/video is a totally different ball game: the networks and ISP/cable providers have solid revenue streams and sports leagues are in bed with the major TV networks so Apple is an 'also ran' in this arena.
As others have posted, Apple can provide a great UI (and one that is, hopefully, much much better than the current Apple TV), but the cable providers are running a cartel so they don't need Apple's UI to make a ton of money. And every TV manufacturer as well as Google and Microsoft are in this space already to some degree.
We'll see this discussion again in December and then, hopefully, all of this will be put to rest when Apple officially moves the Apple TV out of the 'hobby' category and into something more meaningful in a year or two.