The endgame for Apple, though, seems to be to eliminate the need for a cable contract entirely. The Chromecast can be a useful tool for linking up your devices, but Apple’s thinking bigger. They want to be the centerpiece of media in your house. XBOX One is trying to do the same, and they have a multi-billion dollar industry of gaming on their side. Whether or not the Apple TV as a physical entity will come to fruition in the near future remains to be seen, but if it does then Google, too, surely has a TV in the works. Game on, Silicon Valley.