The time is right. Introducing apps now gives lead in time for testing and growth before — if they ever do — introducing a full-on television. Personally, I’ll be more surprised if Apple doesn’t introduce apps for Apple TV next week, than if they do. I, for one, can’t wait to get Amazon Prime videos on my Apple TV.
I’m not sure I agree with the “more surprised if they don’t” line, but Apple TV apps really are past due.