I'm hoping it's your first suggestion - waiting for the Apple keynote in September (though that would make more sense for the full release, not the beta).
My fantasy is that the Apple keynote will be the catalyst for releasing the updated Now TV app as well as the All 4 app that's already been confirmed to be in development. And maybe we'll even get a UKTV Play app, though I've not heard anything about that coming to Apple TV.
I have feeling that they know if they gonna give 1080p HD on Now Tv live streaming on apple tv, It will kill their sky Q set top boxes hardware bussiness. It might reduce their profit margin. I understand all over UK internet is not their yet but atleast give option to stream for those who already have good broadband at their home.
They need to understand 720p looks very bad on 55 inch or plus size TVs. Why we want it on apple tv because its smooth experince and its joyfull to switching from one to another app in fraction of seconds.
last night i turn apple tv developer hud on ongoing live tennis at Amazon prime look at stats. Even 30.68 frame rate looks greate in 1080p.
I got an email telling me I had been accepted and it was supposed to start around the the end of August. Got another email saying there had been a slight delay and they would let me know when it would start.