Here (click for full article) "There were plenty of rumors ahead of today's WWDC keynote that Apple would announce some kind of update to its Apple TV platform. And while pundits have long been speculating about the launch of a full-blown TV set, the latest round of rumors was centered around a different step: that Apple would open up the Apple TV and give third-party developers access to its SDK, allowing them to build and distribute apps for the device. But none of that happened. Apple TV remains closed, with access to a limited number of partner apps. And there's a good reason for it."