Apple TV for developers
As a developer I recently received an e-mail from the ADC (Apple Developer Connection) in which Apple offers to those developers with Select and Premier memberships to buy the new Apple TV using their hardware discounts. I do not want to read too much into this announcement, since it may just be a perk for loyal Apple developers.
However, it is weird that Apple offers a product that apparently cannot be extended in any way (software wise) to developers. It could also be that this offer is mainly directed to hardware developers who may want to offer accessories but I sincerely hope that there will be opportunities for software developers. After all, there is a strong demand for additional Codec support (Divx, Flash video, etc.) and there is potential for casual games like the ones that are currently available for the iPod.
It is unlikely that Apple will totally open access to the Apple TV APIs. In order to maintain control over the user experience, if they decide to open the product to third parties, Cupertino is likely to work with a very small group of developers, much in the same way it has done with the iPod (and will do with the iPhone). I sincerely hope that the ADC mail sent to developers means that at least some of them will be invited to offer additional software that will help improve what already looks like a great product.