After three years of effectively, if not contractually, providing exclusive ESPN360 ESPN3 WatchESPN set-top box access, the Xbox 360 gains a competitor in the Apple TV ($99) today. Further, as revealed to us at the Cable Show, HBO GO has also made an Apple TV app appearance. However, unlike the Xbox 360 or forthcoming media-centric Xbox One, Apple doesn’t require an annual fee to access compelling online content. And Comcast seems to like Apple a whole lot more than Roku, as they’re permitting HBO GO aTV authentication for their subscribers.