Re: @DrXym
"But for everyone who likes the idea of a regular tv with a bolt-on box, there's the existing AppleTV and the world of competitors for it. For the people who can achieve the same thing using a PC,"
I didn't say PC, I said box as in set top box. i.e. I could buy a device such as Apple's "Apple TV" box, plug it into my TV and get almost identical functionality. It would probably cost me hundreds less than an integrated television set too. And in a few years when Apple produces a new version of the box I can swap out the old one for minimal expense (even relegate it to a bedroom) and enjoy all the new functionality with the same TV.
Putting everything in the TV essentially means your TV is going to be obsolete in a few years, whenever Apple or app providers decide to pull the plug on the service. It also means you're tied to Apple for your content. If Apple decides (as it's done in the past) to screw rival services then you're screwed too. If they decide to start charging for EPG listings, or for VOD or whatever then you're screwed too.
This isn't some anti Apple sentiment, the same applies to TVs which are integrating Google TV, or some other proprietary "smart" offering. It's cheaper and more future proof to keep the brains separate from the display.