It didn’t take long after the second generation Apple TV was released for people to discover the device was running iOS. Even though the the much improved set top box is using iOS you can barely tell when using the device.
The current Apple TV’s interface still uses Front Row, which Apple ditched in Mac Lion OS X. I think the new logical step for Apple TV is to let people know it uses iOS by allowing apps on the device and improving the user interface.
The question is when will the Apple TV get iOS apps? I think it will be soon. Apple has long been rumored to start selling a an actual television. Before Apple goes to market with such a device you can expect, an improved UI from the current Apple TV set top box, an improved remote and a App Store of the TV. The App Store would not only turn Apple TV into an instant game console but it would give users additional way to consume content on the device.