I think most people overcomplicate what the next Apple TV should be and we confuse the service model with the device.
Just open up the current Apple TV to developers. iPad didn't have many purpose-built applications before it launched, and now most major broadcasters, cable networks target the platform. Open it and they will come.
If Apple spends the cash for NFL rights, I would hope that they can find a way to add playoff games, show preseason and Thursday/Friday/Saturday/Monday games, and eliminate all blackouts.
I don't care if the price goes up somewhat to compensate, but its absolutely aggravating when you're paying real money for this and you get a crappy product. There's no worse feeling than curling up to watch a game and finding out its blacked out.
Just open up the current Apple TV to developers. iPad didn't have many purpose-built applications before it launched, and now most major broadcasters, cable networks target the platform. Open it and they will come.
Oh yes, and spend as much of that cash that you need to to get the NFL Sunday Ticket away from DirecTV. (http://www.adweek.com/news/television/directv-may-punt-away-...)