Apple builds hardware.
That’s what they do.
Everything else is provided just to facilitate selling hardware. They may make a sizable profit on non-hardware sales (iTunes), or sink a lot of money into services (iCloud), but it’s all just to feed back into promoting more hardware sales.
Apple doesn’t want to move into large-scale content creation. It’s just not what they do. There’s too much distracting overhead to make it happen, effort which doesn’t translate well into more hardware sales.
Better to build an Apple TV ecosystem which will have content creators beating down the door. iOS 6 may very well have an Apple TV App Store; give users the choice of app “channels”, and you’ll see Disney & Viacom & NBC & near everyone else rolling onto the platform almost overnight. Better to create a “build it and they will come” environment than to pay billions to force them to; you start paying and they’ll hold out for more, but give users a choice and providers will climb over each other to get there.
I expect Google to try to become a player eventually.