Neil Hughes:

By potentially partnering with carriers and cable operators, Apple could enter the market on a level playing field with everyone else for content. With access to a variety of content through existing providers, as well as the content already available on the iTunes Store, Misek believes that Apple could package everything with a “superior user interface and ecosystem” and beat out the competition.

There are a lot of variables to consider, but many have hoped that Apple could bring some type of subscription service to Apple TV.