Google TV offers better integration of the internet and traditional TV content sources than Samsung's current offering, and it offers a unified app architecture; it alleviates the manufacturer's need to build a custom in-house OS that no one else uses, simplifying the end-user experience as a result. Google wants to function as the default interface to the internet, no matter what device people use to access the internet; whereas, with ATV, Apple just wants to integrate TVs into their ecosystem of content delivery and portable devices. We won't be seeing ATV bundled into a television as a part of its basic functioning. Apple doesn't care what else you do with your TV, it just wants to use the TV to function as a display.
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