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Don’t look now but Apple has put together a pretty impressive subscription TV product for its Apple TV set-top box. Without so much as a press release, the Hulu Plus app showed up on the Apple TV home screen this morning, right next to the Netflix icon. While the move puts the Apple TV box more on par with other set-top streaming solutions like Roku, which have offered Hulu Plus since its launch, the real significance of the deal is that Hulu Plus on Apple TV is integrated directly into iTunes, just as Netflix is. That means Apple will own the subscription relationship with users of the two largest over-the-top video services for TV content. Not a bad way to start building a subscription TV business.