Apple TV: SoC Inside?

Taking advantage of the Intel Developer Forum, Intel executives announced a new System-on-Chip (SoC) dedicated to the consumer electronic market. The Intel CE 2110 Media Processor is a complete SoC architecture, supporting numerous technology and powered by a 1GHz CPU derived from the Xscale. The audio and video capabilities of this SoC will make it the perfect unit for many consumer electronics devices, finding its way-in from the top box to handheld devices and next generation mobile phone (iPhone ?).
When one looks at its specification the CE 2110 and its embedded 1 GHz Intel XScale CPU have all the capabilities required for the iPhone or the Apple TV: MPEG-2 and H.264 hardware decoding, DDR2 memory interface, 2D/3D graphic acceleration. This SoC would allow apple to reduce the size of the component in the Apple TV as well as its price, making it possible to go below the marketing US$200 line. Running OSX on a XScale-based SoC should not be a problem as the iPhone system is already ready and running on the 3 Xscale-type CPU powering the future Apple mobile phone.
So one could currently ask why Apple did not wait for this SoC before introducing the Apple TV.