The Apple TV app on Apple TV The Apple TV app on Apple TV (and also for iOS) attempts to aggregate content from multiple streaming services.

"Yeah, but it's missing ..."

Those are famous last words when it comes to talking about anything Apple does. That doesn't mean it's not a phrase that shouldn't be uttered — you most certainly can and should point out missing features in major products. But consider this: Apple doesn't do anything by accident. (Massive showstopping bugs notwithstanding.)

Drawing the premature criticism this week is Apple's not-quite-announced streaming TV service. It's expected to maybe possibly be announced at an event on March 25. It's said to be a sort of everything-under-one-roof kind of deal, wherein you can subscribe to all sorts of services through Apple — including Apple's own original content.

Don't worry so much about what Apple's doing now. Instead, look at where it could go.

But it's also rumored to launch without access to such streaming staples as Netflix and HBO. Neither of which should really be surprising, though.

Netflix hasn't been a part of the Apple TV app (which sort of already does exactly what we're talking about by aggregating shows from various services in a single app on your phone and Apple TV) because it didn't want to give Apple any insight into what its subscribers are watching. (There's something rather ironic there, no?) And HBO isn't a very surprising holdout because it's owned by Warner Media, which means it's owned by AT&T, which also runs DirecTV Now and is gearing up for a new streaming itself service sometime next year. So there are a lot of balls in the air.

But none of that changes this simple fact: It's a page straight out of the Apple playbook.

The iPhone launched without an app store. It launched without a 3G radio. It was an imperfect phone that forever changed the shape of the mobile landscape, as well as interpersonal communication. (It also probably was as detrimental to the latter as anything else I've seen in my lifetime, but that's another discussion for another time.) It changed the way we take pictures. It changed the way we congregate. It changed the future of journalism and has reshaped nations.

Apple didn't do any of that overnight. It did so strategically. Methodically.

Apply that same process to Apple Video, or whatever it ends up being called. The building blocks are already there, of course. Apple TV is a damn good platform — and still the best streaming box you can buy. Aggregating the content of multiple streaming services is kind of a mess on a good day, but it can be done, and it will improve over time.

And it's not like you can't watch shows from HBO or Netflix or wherever in the meantime. They'll just be a few clicks further way — exactly as they are today.

That's assuming that Apple doesn't have something up its sleeve, of course. Perhaps it's prepping a streaming TV strategy that fixes a lot of what ails the video business. Maybe it'll make it even easier to find what you want to watch, and easier to pay for — and ultimately easier to pick and choose what it is you want to watch and pay for so that you're no wasting money on things you don't care about.

That's the game when it comes to streaming video. And Apple's definitely coming to play.