How Xbox One opens the door for the next Apple TV | TV and Home Theater - CNET Reviews (click for full article) by Scott Stein - May 24, 2013 "Imagine this. It's 2014. Apple has gathered everyone together for a special event. As Tim Cook presents, he says, "Today we're introducing three revolutionary new products. The first one is a cable box. The second one is a revolutionary streaming-media device. The third is a new way to play games on your TV. So, three things: a cable box, a streaming box, and a game console. Are you getting it? These are not three separate devices. This is one device. And we're calling it iTV." The next Apple TV, that long-fabled product, doesn't exist yet. But it could. And it should. And it's not too late, not by a long shot. In fact, the future-of-TV transformation has yet to be settled, or even determined. It's a mess right now. The door is open. Apple can seize the moment."