Exactly. I expect pretty much any cable player that feels threatened by any 25 channels Apple would offer to bundle up the same 25 plus a few more popular ones that Apple didn't include and meet or beat the price. Unlike iOS vs Android or OS X vs. Windows, programming is programming... Apple's 25 won't be superior to the same 25 offered by even the likes of a Comcast.
And consider what DISH is doing right now: 190 channels for $50/month:
http://www.dish.com/35th-anniversary-special-offer/ I've tried to look for the hook in that over and over now but I'm not seeing it. If there's not one, the proposition will be Apple's 25 channels for $40 vs. Comcast, etc 30 channels Apple's 25 channels plus several more popular ones) for $40 vs. Dish's 190 channels for $50.
Of course, only the channels selected by Apple will be the "good channels" and they will naturally look sharper via Apple's service than the same channels via Comcast, etc or Dish and similar.
Basically, when it comes to just the rumored TV streaming bundle, I just don't see how Apple wins this one... not while depending on the pipes owned by the very competitors from which they are attempting to take TV programming subscription revenues. But competition is good in all forms, so maybe the threat of Apple will motivate some competitors to better compete.
Now, consider the rest of the rumors and all that is very exciting. A new box with all kinds of potential. At long last, maybe we finally get an app store! At least the perception (now) of >hobby-level focus on this much neglected product opportunity. Etc. Personally, I'm very excited about this one in most every way... except the streaming service, unless there is something dazzling about it that doesn't make it basically a basic cable alternative.