[Horizon]

... but realistically, how many apps can be launched that will actually be used?

The main ones are BBC Iplayer, ITV Hub, All4, MyFive, Now TV, Netflix and Amazon and that's really it. There are some others like Talktalk's one, Wuaki, some carrying trailers and others carrying old films. So, perhaps a dozen in total.

Will anyone seriously use more than a dozen apps all of which have to be loaded separately and all with their own separate interfaces/menus? I don't think so.

The whole point of a provider such as VM is that you use all the services through one interface, their menus, rather than separate services. Whatever happened to that....?