Is apple going to keep atv??

I noticed that apple does not seem to be pushing or advertising the apple tv at all. They seem to be ignoring it except for the recent update. At the same time blockbuster just came out with a box, along with netflix etc. I can't help but wonder what the future of the atv is? If is it limited what will happen to the movies I purchased on atv. I have purchased a lot of them.

No one knows except Apple. Anything else would be speculation.
If it disappeared some other device would likely be able to playback your movies - either a small portable one, or a Mac mini type device.
That is part of the problem with buying into DRM movies etc.
Having said that, no one gave me a discount for buying a film on DVD that I had on VHS, and the same will apply to Blu Ray versions or rentals of films I have on DVD. Sounds cynical but one way or the other the studios want your money at each new tech iteration.
The market for devices like AppleTV is still fairly immature - there are not many decent alternatives, though HTPCs or game consoles perhaps offer more flexibility in terms of content playback.
The market will evolve, and as such I expect Apple will produce a suitable device - I think that the market researcher's are confused though - AppleTv has had a schizophrenic existence - initiallya media extender with limited video codec support, next a device with Take 2.0 to sell yhou stuff through itunes store. The store-centric Take 2.0 approach is wrong IMO - I have no issue with buying DRM'd stuff from there, but it's far too prominent and people then question why they should fork out a lot of cash for a portal onto Apple's itunes store. I know many people who wouldn't buy one because of limited video codec support too.
AC

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