I don't get how all the Apple haters think that all Apple will do is make a thin TV set, put an Apple logo on it and sell it for double the price of a competing set.
Apple has NEVER done that with any of it's hardware.
Apple is about the SOFTWARE as well as the hardware. iPads are selling like crazy because of the software's ease of use. Same with iPods, MacBooks and MacBook Airs.
Apple TV will come with a value-add that makes it well worth the price, or it won't sell. Simple as that.
Apple sold 'MP3 players' for twice the price of rivals, and beat them all. Apple sells laptops for twice the price of rivals, and is the leader in laptops. Apple sells tablets for twice the price of rivals, and is the leader in tablets.
It's because of the SOFTWARE, but nay-sayers won't wake up.