It's not just to coming growth of the AppleTv as it is the decline of the iPods.
In the last earning calls we learned that the iPods are in decline (as Apple new would happen). Apple don't see a future for iPods, they're are the past. Apple doesn't hold to products that are not and do not do "insanely great" as Steve Jobs liked to praise the products he loved.
at this stage the iPods take focus off other products and so a change is bound to happen. One product that Appled ones see a future for is the AppleTV.
Now, The Apple TV was always under the iPods section and so, it has to move from under that section before they sack it. They could have moved it to the iMacs or Iphone section but it looks like Apple believe the AppleTV is going to grow. This means it needs its own category.
A growth prediction means Apple is going to do something new and different with the AppleTV. Will it be games like some analysts think? I hope so, but I'm not sure that's the focus. Controlling the living room is an important strategy and Apple could do it. But they didn't do it so far, so what changed? That's the big question.
Apple did acquired PrimeSense (The company that created the technology for the kinect) but it doesn't seems like that product is already done and ready for shipment. Unless everything was ready and they just needed the tech, but there are many things they couldn't have prepared in advance like the circuitry which is part of the design loop.
Well, things are getting interesting.