ATV3 was my purchase as a Media Player from Apple. The thing really disappoints me is that you can not buy or download any apps for it. A lot of the installed applications are very irrelevant to people in Australia. I love BBC iPlayer, ABC iView, SBS on demand and VEVO on my iDevices but I have no flexibility for the Apple TV. Sure I can Air Play it but it would be nice if Apple had it built into the device itself.