The xbox one is a great part of the TV portion of the 3-screen initiative, but the Apple TV absolutely kills it in terms of everything not gamer related. Sure the IR blaster and HDMI in are cool, but not $500 + XBL cool. Meanwhile the Apple TV connects to everyone's iPhone and costs $100. I don't know that Microsoft should sell their xbox business, but they desperately need a $100 top set box to compete with Apple.
I don't think they desperately need a cheap STB.. I don't want/need an Apple TV because i have a roku that only cost 50 bucks, so does Apple TV now need to be 49 to compete?
Also, i will greatly dispute the apple tv absolutely kills anything. 360 + Smartglass is awesome and if you're into getting ripped off for watching content the service on Xbox Video + smartglass is above anything appletv has.
with all that said, it would be smart to have a 99.00 box, but lets face it, the 360 itself is at 149 now and it definitely has 50$ more value