Setting up apple tv without other apple or windows product

Since you cannot create a store account on an Apple TV, and you must create an account to proceed, the question of why Apple have set it up this way is somewhat moot. Temporary access to a computer to create the account would do. You'd probably need access to a computer to update payment details too, as or when that became necessary.

tt2

I agree, but Apple TV is targeted at existing iTunes users for whom signing into an account they already have isn't difficult. Use Feedback - Apple TV - Apple to share your thoughts with Apple.

tt2