Apple's problem right now is the litany of options content providers and consumers have in the television business. There's not only the normal network feed but also online shows, DVDs, and streaming content from partner/competitor Netflix
Apple has signed up Disney
Apple doesn't have nearly the bargaining power this time around that it did when the iPod ruled the music world. Media companies have other distribution channels and some appear entrenched against Apple's one-price model. Eventually, Apple gave in to the music industry, offering three pricing options. Could this be a similar roadmap for compromise with Apple TV?