I think this is brilliant. If they win the bid they will push all the EPL games over Apple TV vs. having them on cable. That of course sucks for everyone in the UK who doesn't have Apple TV no means to get it. It would be very interesting if they win because that is such a large market.
http://www.thepostgame.com/blog/futuresport/201201/ipitch-apple-prepares-bid-epl-tv-rights
http://www.thepostgame.com/blog/futuresport/201201/ipitch-apple-prepares-bid-epl-tv-rights