Part of the blame has to also go with the platform's orientation around traditional content providers. This orientation is the answer to the question asked by the Washington Post, "so who is killing TV Innovation?" Apple's entry will spark a round of genuine innovation. More importantly, Apple will most probably charge for their innovations rather than give them away for marketshare. Presumably, this will give cover to other brands to also start charging for their innovations.
Ahead of Apple's entry, the incumbents are stepping up their own innovations. The connected TV idea (again attachment focused) has given way to "Smart TV". Vizio has introduced its Cinema-Wide TVs with aspect ratios that match theatrical display. Although much of TV promotion is based on published specs, features that the consumer can see always have more impact than features the consumer only reads about. When not in use showing a cinema-scope movie the extra acreage on the side of the TV screen can be put to use providing interactive or control features. This is much the same concern prompting the preference for 16:10 vs 16:9 for computing devices. The extra screen area provides for control functions without cropping the 16:9 broadcast image.
The image above is a relief of a battle between the Roman and Germanic Armies.