This box that you see here could be the next iteration of Apple TV, which is currently a rumor as of now.
This thing has a innards of an iPhone even running iPhone OS, with 16GB of flash memory and capable of 1080p video. Of course, it isn’t really meant to be stored on it as it is more meant to be played, and it can stream video from the Internet or a computer.
The projected price is about $99, and I suppose it is designed to work in competition with Google TV. We’ll see if this propsed rumor is indeed fact.