Going into content would be a terrible mistake for Apple. It would set them up as a competitor against the very services they rely on to make the Apple TV competitive. As a neutral party, they can provide an attractive platform for Netflix, HBO, etc services.<p>Sony made the mistake of getting into content decades ago. Their aim was to deliver content to their device businesses, but it made them the enemy instead of an ally of every other music, TV and film company on the planet. Apple had an exclusive with HBO Go last year. That would never have happened if Apple had their own TV service.