The fourth generation Apple TV has only been on the market for a matter of days, but already there has been a wave of app announcements from services looking to challenge the cable and satellite industry. The latest being Swiss internet TV provider Zattoo, which says it is developing an app for the latest Apple TV set top, focusing on live TV streaming. The University of Michigan offshoot joined the market for legal peer-to-peer TV downloading in 2006, where it kicked off by streaming live World Cup games in Switzerland. The following year, Zattoo launched ten channels in Demark and began a UK pilot – reaching one million registered users in Europe. The Zattoo app has already proved popular on…