CNN Money did an interview with Apple Senior VP Eddy Cue to talk about Apple TV. The interview was split into two parts.
NOTE: The linked pages are set to AutoPlay, which is why I did not embed the videos here. My two cents: AutoPlay is awful, disrespectful to your audience. Turn it off.
The first part of the interview focuses on the basics: apps and the app ecosystem, the remote, Siri, and the overall interface, with a focus on search.
The second part of the interview is a little more Eddy Cue, a little less packaged and, frankly, I found it a lot more interesting. The focus was more on the possibilities for app developers, as well as the Apple TV as an add-on, rather than a replacement to your set top box.
Fascinating question at the end:
Do you think Apple TV needs exclusive programming in order to thrive?
A party line answer from Eddy, but a great question.
Watching these videos, I definitely get the sense that Apple is all-in with the Apple TV, that this is just the beginning of something truly great.