Apple® today announced that HBO GO and WatchESPN are now available directly on Apple TV® joining the great lineup of programming offered to customers.

Remember when the iTunes store launched, and Apple gave the music companies more or less what they wanted to get them on board? Then slowly, as the store grew, Apple was able to take some of those concessions back, like DRM.

I’m seeing a lot of parallels here with the way Apple TV is adding channels. It may be that there won’t be one big announcement of Apple’s “grand vision” for television. It may just be lots of small announcements that guide the TV industry where Apple wants them to go.