@moroboshi The content for AppleTV sadly isn't controlled by Apple. If the rumor mill is anything to go by, Apple has been trying to get quality content into their ecosystem for years. No doubt providers like Sky, ITV, Channel 4, etc don't want to hand control over to Apple. Naturally, Apple saw a way of making the living room experience better, so one of the few routes they had control over was open the platform up to developers (and more importantly content providers) and let them choose. It's really their choice to include their content on the platform. Apple can't make them share their content.
The BBC have an obligation to provide their content on the widest selection of platforms as possible since if you watch live TV, you're legally required to pay a license fee. Netflix has no interest in living room technology, they have always invested their efforts into great programming and getting their content to the widest audience possible, however other providers including Amazon Prime, ITV, Channel 4, etc don't have the same obligations or foresight. Amazon have made a clear statement that they are totally anti-AppleTV since they refuse to even stock it (they once did). Naturally, they have their own technology that's in direct competition with Apple's set top box... They've even included the same voice recognition into their latest offering using Alexa.
In some ways we should count ourselves lucky that Sky have even allowed their content on the AppleTV as others refuse to. It's just a shame they're not prepared to see past their control of living room technology and do what they do best... offer excellent programming. I'm quite happy to invest in Apple... they know technology and they know user interfaces like no-one else. I genuinely believe that the AppleTV is and will evolve to be the best, most intuitive living room experience, it's disappointing that content providers like Sky and Amazon think they know the user experience better through their own technology and therefore exclude features or content from AppleTV.
By the way @moroboshi in case you weren't aware, it is actually possible to view all free to air programmes live on AppleTV and pay a small fee (£5.99 a month I believe) to have premium live channels and some catch up TV because a thoughtful developer created software for the AppleTV called 'TV Player'. It's definitely worth a look and is completely above board.
I think it’s safe to say NOW TV has no intention of supporting Apple TV, presumably because they’d rather people bought their own hardware box instead. Really, the company should stop stringing everyone along, and either port the iOS app (which is fine), kill the Apple TV app entirely and echo Amazon Prime Video in allowing full AirPlay between iOS and Apple TV, or just stop all support for Apple TV entirely and risk losing subscribers.
The only reason I still subscribe is because it’s cheaper than buying the few shows I still watch over getting them on iTunes or grabbing a DVD. But the experience is now getting to the point it’s just not worth it. No search. Black screens. Broken loading. Duplicate episode lists. Hardly any subtitles. No favourites lists. Etc. I’m sure we’ll again hear how “hopefully” there will be some news “soon”, but this is the same thing we’ve been hearing for two years now. And if it quacks like a piece of abandonware, it probably is abandonware.