This shouldn't be a great surprise- the content delivery network apple started setting up last year and in Ireland in the next year or two was very suggestive. Unfortunately nor is the US centric pitch (if true), but as someone else said they have to start somewhere.
I've been following this debate about where ATV is going for some time, have bought a couple of different ATV models, and I've come to a few conclusions, purely based on speculation of course and thinking about it more than is probably healthy; if there is a new atv box I suspect it will be the last one, or the focus may shift from it. It seems to make sense to me that the software would more likely be licensed out to tv makers to integrate in their own mature products, much in the way 2015 smart tv models are using Firefox OS, or other variations. Another parallel is the way CarPlay is licensed out to car manufacturers, and there may be a partnership announced; Loewe?. This avoids the risks and tiny profit margins of mass producing TV sets, and would allow the software to be better integrated into broadcast or Internet tv, with universal searches and picture in picture effects and so on, delivering apple software its best opportunity to impress. That would be a win win win for Apple, TV company and customer rather than entering the market as immediate competitors. The software could then be backed by proprietary hardware, so that you get your bluetooth accessories, home kit, App Store, iwatch etc. at launch. I think the current offering pales in comparison to the direction competitors are going, and the only way that Apple can get the kind of integrated experience that would improve the situation significantly is to to get on board with a TV manufacturer. The software is the key to establishing their foothold in the average home, because we already have the phones the iPads the watches etc. A plug in box, although convenient for those who can't afford a new TV every couple of years, is a step away from full integration. It's the cheapest, lowest risk, best potential punt for apple, and they can concentrate on their strengths in the software. But a new physical apple accessory with such a tv wouldn't surprise me either. My own idea would be for a stereo touchpad remote that could be used for gaming, or navigation depending on context. maybe with the current button layout in between, and a microphone for Siri.
I am probably way off base, but if this is true it might explain the long wait we have had in atv development, negotiating a hardware partnership, and there's been plenty of speculation about that before.