Since the government's chief method of taming inflation has been to devalue the lira gradually along a predetermined path, the risk now is that inflation will jump.
Apple is clearly hoping to jump-start a virtuous circle here, in which the availability of a clear path to the television spurs demand for digital content, which spurs demand for Apple TV units.
Over time the action that you would once have cowered from, no longer terrifies you and the path of courage becomes easier to take over time That said, I am not going to jump off the trapeze again.