I like Apple products and certainly own enough of them, including the Apple TV. But this is an open project and Apple prefer the walled garden approach. They also like taking your money and the beauty of YouView is that you don't have to pay for anything unless you want anything from the premium content.
Apple want you to pay $0.99 to rent a TV show, with YouView it will be available free of charge for at least a week.
For TV, I don't think Apple necessarily prefers a walled garden, I think the walled garden approach is plan B because they are having a hard time doing what YouView is doing. Now iTunes content will always cost something, and usually you will pay a premium for Apple hardware (although not so for the new ATV), but I think they are just being stifled by the networks and cable companies of the world.
An interesting article over on 9 to 5 Mac about what they believe some of the true functionality of the ATV will be involving Airplay. It's a good read...
http://www.9to5mac.com/27015/airplay-is-apples-go-to-market-internet-tv-strategy
If this is true, then it looks like Apple will be allowing free streaming of SD content, and only charging if you want HD versions. I for one am fine with free So content for catching up on shows. Although movies will definitely need to be HD.