Apple TV is not an iPhone. You may think this is obvious now, but you’d be surprised how many expectations you subconsciously carry from one context to the next. Take a look at the state of the platform, and you’ll see that most of the tvOS App Store consists of poorly transplanted iOS apps that have no idea what to do on the big screen. I would argue that most developers have not yet learned that Apple TV is not, in fact, an iPhone. This is troubling given that we are on the eve of a computing era in which consumers increasingly reply on input devices such as Apple TV to complete their digital experiences.