I have some ideas that could improve the user experience for those who are tightly integrated with the apple ecosystem. Imagine you have a phone call coming in, and it will show the caller's contact information on the ATV, and you have the option to decline or automatically send them a message all from the ATV UI. The ability to use siri to send messages/email from ATV. The ability to say "Set sleep timer for _____" and atv will shut down automatically turning off your tv and all your devices as well Ability to set and mirror notifications to your ATV, such as news headlines, facebook messages, email, etc. Basically whatever you want to enable.