Pour your billions of dollars and engineering to perfecting OTA reception. Slap on the usual Apple interface polish (7.1 WHABC-TV listing = ABC) and....
Voila! The TV industry will collectively **** its pants and will come back to the table and reason for a more acceptable price.
This would terrify them.
So that helps the people who live in big cities in the US who get at least OTA channels, but helps absolutely nobody else, anywhere.
Here's solution for that other half, stable, albeit expensive solution:
Apple launches a satellite, maybe 3 of them. One at the North/South America, one at Europe/Africa, and one at Asia/Australia. Apple makes a ground-receiver antenna that doesn't require anyone to setup (unlike pizza dish receivers), just stick it somewhere that has line of sight to the south, and it automatically finds the satellite. Plug this into the Apple TV, and completely subvert the ISP's data caps for live streaming video. If a 4K HEVC stream fits in a 10Mbit channel, and the highest capacity bird right now is 140Gbit's, that's 14,000 4K channels.
See, in big cities, condos and apartment buildings usually prohibit satellite dishes because it makes the building look ugly, and you have to drill holes in the building envelope which leads to "leaky condo"'s that result in super-expensive remediation (at least in wet climates like Oregon, Washington and British Columbia.) But this is a solution for the rest of the world who doesn't live in such buildings. People who live out in the boonies usually get substandard internet access to begin with.
So undermine those ISP's by having a satellite system where downloading 2 hour 4K video takes takes less than one second, and can be temporarily stored on the Apple TV device for a seamless "streaming-like" service. Save some bandwidth for "live streams" like sports, but anything that is pre-recorded just download the entire thing instantly.
In all honestly the entire "live tv" bit is overrated, when the only stuff that actually needs to be streamed is the 6PM news, Sports, and live concerts. Anything that you can put ads on, may as well be dynamically placed by the streaming device at cue points based on it's geographic location.