A report this morning from BGR suggests that Apple will use WWDC next week to introduce a new TV SDK. This SDK would open up development of apps for the Apple TV. The site had previously claimed that Apple would announce an all new TV operating system.
It wouldn’t be surprising to see Apple refresh the UI, which has gone from bad to worse after the recent refresh. If Apple is planning to introduce an SDK, opening up the Apple TV to apps, then it would certainly move it out of the ‘hobby’ category.