It looks like apple is entering the gaming space with apple tv.

[fleischr]

Soundwave said:

fleischr said:
The #1 thing that sells Apple products is a seamless, simplified user experience. As a gaming device, Apple TV has a MAJOR chink in it's armor.

Since Apple is still yet relying on 3rd party MFi controllers for 'gaming', the UX for gaming on Apple TV is going to be a mess. Differences in firmware, software, and overall quality of the controllers will cause confusion in the marketplace - especially among casual gamers. Any variance of these things can ruin a gaming experience.

I'm surprised Apple wouldn't try to design and market their own controller. I thought they had world-class industrial designers?

It does have a controller, the remote. 

The focus will mostly be casual games here obviously, but if/when more and more deeper games come along, that's where the third party pads come in.

Also significant is that third party controller Apple is pushing is actually reasonably priced ($49.99, unlike the ridiculous $100 controllers from other companies). 

The remote clearly isn't really meant for much more than Wii-sports like games. It doesn't even have buttons for gaming!

Why they're pushing a 3rd party tradtional controller rather than their own is still really puzzling - just by lacking the Apple branding alone it'll confuse the customer regardless of what the price is or however good it may be. Until Apple puts out their own true gaming controller, Apple TV has no more depth in the console market than what they already have.