2017 is the year of the iPhone X. Maybe 2018 will be the time for AppleTV. Like how you’ve preface this article — “This all seems so obvious, and yet…” … it might be the case where everything is so obvious — but just there’s not enough people to do the obvious and build the AppleTV we all want. And what’s better than launching new original content (Spielberg?) than launching it with a new AppleTV.