Apple is all about walled gardens. That's why I personally love it. For years, I had been trying to get rid of Windows while trying different flavors of Linux many times over. None of them was solid enough to replace Windows in my estimate. Even though I could have forced myself to use exclusively Linux, I would have had a lot more gray hair by now.
I decided that once Apple completed the migration to the Intel platform and released aluminum unibody MacBooks and MacBook Pros, I would migrate to Apple machines and get rid of all my Windows boxes. As a result, I have no more Windows PCs left at home. I have a beefed up Dell PowerEdge D410 running various Cisco voice server VMs for my home lab as well as one Windows VM under VMWare ESXi. The Windows VM is used exclusively for Quicken, and we access it via Microsoft Remote Desktop application launched from the Macs. We do every other computing task on our Macs. My wife is loving the new computing experience, and she is excited about computing as she has never been before. Had I tried to force her into Linux, she would have hated computing and me. And, we would have been divorced by now.
So, I do not care for the open platform. What I want is a tightly integrated system that rewards the user with exciting experience. I am a Cisco engineer (data and voice), and I can do everything for my work on a Mac. There is a shell, which I use extensively, and the years of my battling with Linux came in very handy this way. Everything that I could have run under Linux or Windows for my work I can run under Mac OS. My wife does not have to know anything about the shell, though. Everything she needs to do she does in the GUI, and she is loving it.
The same is true for the Apple TV vs Google TV. Apple will provide a rewarding user experience in a wall-garden environment, whereas Google will provide an open system while irritating the hell out of users. There are hundreds of millions of regular people out there that just want to push a button on the remote and start watching content on the device like Apple TV. There are millions of nerds out there who want to be able to stream ripped movies off their network storage using DLNA. Both platforms will exist, but Apple will make a killing, while Google TV will be a nerd paradise. Of course, Google will make close to nothing off this endeavor similarly to the way they have been making close to nothing off all of their endeavors (like Google Docs) outside of their one-trick-pony advertising revenue stream.