Current Apple TV box is pretty much useless if you don't have an Apple device. It's an accessory more than a standalone product.
Mythical Apple television ignores the fact that the UI isn't the problem, content deals are. It's the only thing preventing any consumer electronics company from saving us from the shit that is the cable box. No doubt Sony, Microsoft, Apple, Google, etc are far more capable of building better boxes with better UIs in a more consumer friendly fashion than anything made by Scientific Atlantic or Motorola Solutions. The Xbox One guide just shows you how terrible today's cable boxes are.
But that's the point, none of those devices have gotten content deals.
It doesn't appear MS has gotten a breakthrough deal either, or else they would have found a better way than HDMI-in. Interposing a layer on legacy TV distribution hasn't worked for anyone else, so there's no reason to believe it will work for Xbone.
If you're not a heavy gamer, will you pay $400-500 for a box and then possibly some service fee, to be able to speak and have it change channels?
The other boxes are much cheaper and they haven't taken off. Hell there are "smart TVs" with voice recognition built in, it appears. Samsung TV commercials seem to indicate that is the case.
There's a lot of room for improving the UI but the media companies have no incentive, unless the product you're offering gives them more revenues than they have now. Was Apple going to cut the studios in on the profits of the iPhone or iPad or this mythical TV device? No way, so no deal.
Similarly, the studios see Google making money hand over fist and Google was going to enter the TV business without any deals? No wonder they're hostile to it.
Maybe MS could share some of the service fees they would collect to use the TV-in features. Hell, I suspect that the DVR service fees are as expensive as they are (up to $20 for shitty cable company DVRs) because they're secretly or not so secretly sharing those revenues with the studios, to get the right to play on demand content through them.
What's ridiculous is most of the TV shows are produced in the US but Americans pay more for them than in other countries. DVRs in Japan don't have such ridiculous fees.