I recently bought Apple TV. I now understand it has been discontinued. What gives?

Question

I'm really a bit put out with Mother Apple.  Less than a month ago, I bought Apple TV2 from the company itself online.  In a flash, it has been discontinued.  No warning with my purchase or anywhere else that I visited while deciding whether to buy it.  Is there an alternative out there?  One in the works?  Is Apple going to offer an upgrade option/ (I'm pretty sure I already know the answer to that one.).  I was an early owner of the original 128K Mac in the early 80s and remained loyal throughout the years until my final employer said I had to convert to Windows.  Now I'm retired and back to Apple's family of computers and gadgets.  I think I misssed a turn or two along the way.  It the customer support and service really as shallow at it appears to be?

Answer 1

Thanks, everyone, for the explanations.  I'm not new to technology, just weary of upgrade churning. 
My annyoyance stemmed from information that I received from the Apple departments within two large Northern Virginia electronics retailers within the past week.  Duringn personal visits I made specifically to purchase a second AppleTV for a vacation home, the supervisors of both departments (one of them quite extensive) informed me that they were not carrying AppleTV currently. Both said that it had been discontinued and that Apple was going to be introducing an entirely new product design whose release date was as yet unknown.  It appears that they were wrong.  Europe may have once again gotten an earlier release of the newest model than we in the colonies have enjoyed -- at least the Virginia colony. The device that I own already was purchased at Apple's online store in late February.  I agree that this is not as extensive a redesign as the store managers were expecting.