Is that a joke? I have netflix. There is some good stuff on there and a "ton of stuff I never watch" too. The dream is "whatever 'I' want," which is not all available on Netflix. Where's the live sports I watch? Where's the local HD channels? Etc. So I have Netflix and DirecTV and

TV. Between all 3 of those, I have the ability to watch "whatever I want." [...]
Very good points. I too would like whatever I want, and I'd gladly pay more than Netflix' monthly fee. As long as I could *not* pay for channels I never watch. (And yes, it was sort of a joke. Not a good one obv.)
In a perfect world, Apple will be able to cut deals with all the content providers. That could take a long, long time. The movie studios and TV studios would need to be as desperate as the record labels were in, say, 2003. Which could eventually happen, if the same sort of rampant piracy of content happens.
Then there's live TV. Apple has already done live streaming proof-of-concept events like the McCartney concert. They'd need to cut deals with the powers that be in the sports world, performing artists, record labels, TV networks (for news etc.), local TV stations, and who knows what other entities.
That live TV content would be recorded by Apple, stored on their servers, and available immediately for pre-recorded streaming. No need to make your own recordings, no DVR feature needed on any future Apple product. Just buy or rent or subscribe, then stream from iCloud.
And then there are all those international markets. Apple would need to do deals with the major content providers and TV networks around the world.
And then there are all the cell carriers to deal with. All around the world. Because I think Apple will try to leapfrog all that copper / fiber / satellite infrastructure. And that will take "real 4G," the successor to LTE (which is really the last, best implementation of 3G technology.)
That's a whole lot of negotiating to do. But, like I said, it would happen in "a perfect world."