Actually, Apple is slowly getting there on their own, without help from anyone.
Because of the iphone they have a strong following of developers and an sdk that's already cross platform.
If they get the right mix of features, the apple tv (or better yet an apple tv/mini hybrid as a new product) becomes a pretty popular tv-top platform.
Put the two together, and you have all three pieces. A console, a hi-tech remote that 31 million people already own, an sdk, the apple logo, and they don't have to risk a huge flop like the pippin because each piece is standalone.
Obviously all of that is just speculation, but I wouldn't be surprised if something along those lines happens...