You're thinking too short-term. It's not arrogant, it's just reality. Apple's not going to mess with their long-term plans for TV. I've watched the rumors for years...Apple is working on something that will overtake TV watching industry as a whole. When Apple TV came out, the reviewers said that Apple was doing the set-top box as if it was a secondary thing. It is more of a learning experience for Apple. They won't add an App store to Apple TV and make it like other iOS devices, that's nothing more than a pipedream. There are no legit rumors to support this line of thinking. Apple is working on something much bigger, much more long term than the set-top box, something entirely new. They will eventually dump the set-top box Apple TV.
Apple will come out with a new TV experience that will overtake the market just like iPod & iTunes took over MP3 & CD world. The way you subscribe to cable TV and the way it all works is going to be obsolete in a few years. They will directly compete with Comcast, Dish, Netflix and all of 'em...using only the internet.
This might have an app store, should be good for gaming. Add multiple players via iOS devices in the room, now you've got something new here. (Remember when Scrabble first came out for iPad...use iPhone/iPod touch for tiles? Now add wii (iWatch).

). ...The internals of the current Apple TV are less than an iPad 2, just enough to stream 1080p vid, that's about it, I don't think it'd be good for Apple to add an app store, it would show how sluggish it would be. (Reality check: It has a single-core A5, while the iPad 2 has a dual-core A5).
I think it will be at least another year for anything major w/Apple & TV. Partly because of rumored talks w/content providers not smoothing out yet.
Check these out to see where I'm coming from:
Tim Cook:
https://www.macrumors.com/2012/12/0...rest-in-redefining-the-television-experience/
TV 5D patent:
http://www.patentlyapple.com/patent...-patent-covers-tv-advanced-5d-technology.html
Content providers:
https://www.macrumors.com/2013/08/2...ternet-based-subscription-television-service/
Apple buys Matcha:
https://www.macrumors.com/2013/08/15/apple-bought-matcha-for-its-content-recommendation-algorithms/
Tim Cook "grand vision":
https://www.macrumors.com/2013/05/28/tim-cook-at-d11-apple-television-there-is-a-grand-vision/
TV interface patents:
https://www.macrumors.com/2012/08/1...n-interface-reappear-in-newly-granted-patent/
Steve Jobs:
https://www.macrumors.com/2012/03/0...left-out-details-on-vision-for-next-apple-tv/
Widgets:
https://www.macrumors.com/2008/02/07/apple-developing-interactive-widgets-for-apple-tv/
Voice & Hand gesture control:
https://www.macrumors.com/2012/02/0...labs-controlled-with-voice-and-hand-gestures/
...On Remotes (could "iWatch" be the remote for a new TV?):
https://www.macrumors.com/2009/12/31/apple-magic-wand-remote-system-patent-for-apple-tv-resurfaces/
https://www.macrumors.com/2009/09/29/touchscreen-remote-for-apple-tv/
https://www.macrumors.com/2013/05/2...ibly-interesting-nothing-great-on-the-market/
https://www.macrumors.com/2013/05/2...2014-use-biometrics-and-ipod-nano-technology/
Apple to buy Primesense:
https://www.macrumors.com/2013/07/16/apple-looking-to-acquire-primesense/
...why Primesense here:
http://www.patentlyapple.com/patent...heir-multi-level-presence-sensing-system.html
Multi-player gaming:
http://www.patentlyapple.com/patent...ls-next-gen-multi-player-gaming-advances.html
Cable TV patent:
http://www.patentlyapple.com/patent...jor-apple-tv-patent-relating-to-cable-tv.html
Cable companies:
https://www.macrumors.com/2012/11/1...tructure-impact-of-imminent-apple-tv-product/
Foxconn, corning & innolux:
https://www.macrumors.com/2013/08/1...n-corning-and-innolux-on-itv-for-2014-launch/
Ultra HD panels (maybe for Mac Pro monitor, maybe TV too?):
https://www.macrumors.com/2013/07/1...ng-to-lg-about-55-65-inch-ultra-hd-tv-panels/
https://www.macrumors.com/2013/03/2...ision-set-for-late-2013-or-early-2014-launch/