I like it, it's good to have competition. (Especially against the giant fruit)
But I currently use an apple TV myself, hooked HDMI to my Onkyo, and it works wonders! I unfortunately needed to run optical (digital) from my apple TV to a stereo converter (analog) because the Zone 2 input for the Onkyo doesn't accept a digital signal. Nor do most to all receivers.
I guess the only way for another company to break into some of Apple Tv's sales' are to target specific uses like the one I mentioned above.
As in /
More connection options -
Less Clutter -
More diverse device capability -