Apple has been decentralizing AppleTV into software, going as far as to rename the TV app, simply “Apple TV”. That leaves the current AppleTV box in a state of brand confusion. What do you call the AppleTV box if Apple refers to the app as “Apple TV”?
They’ve also made AirPlay available universally on all major TVs going forward.
Finally, tvOS has been moving to an AppleTV app centred UI away from the app screen. Third party content becoming Channels inside the AppleTV app rather than their own apps. The Home button now defaults to the AppleTV app, not the app home screen.
That AppleTV app is available on Sony, LG, Samsung and Vizio TVs.
It very much sounds like Apple is reducing the importance of their own TV box in favour of gaining access to the biggest possible audience for AppleTV+.
I can see HomePod as the face of the Apple’s home strategy, with AppleTV becoming AirPlay dongles that extend AirPlay to TVs that don’t already have it. The HomePod has a more powerful chip than what is needed for audio alone. A HomePod OS update could bring a tvOS UI. You could AirPlay content to your TV from your HomePod.
I anticipate an HMDI dongle and remote (redesigned) which could come up cheaper, maybe even $99 which would help spread the user base and helps grow the TV+ audience which in turn builds loyalty to the Apple ecosystem and sells iPhones, AppleWatches, AirPods and HomePods.