That store front makes it look as if the Apple TV doesn't even exist. Granted, it does show up as an add-on when you click on iPod, but it's a bit odd.
It's also not clear on how to move back within the site itself. No hierarchy.
I would call it a very bad design.
EDIT: I realized that the confusing part is that the main navigation bar (Mac, iPad, iPhone, iPod) is not persistent and it looks like it would be with its button-like appearance. Once you click on one of those, the next bar where you choose between products is persistent. They should leave the main navigation bar on each page, and that bar should include a home icon on the far left and probably and an "other" section that has a hover menu.