I know that Apple really, really loves to control each and every part of the hardward and software they ship. To Apple, using the current Apple TV is probably akin to letting OS X run on an HP box. ...but I still don't understand how Apple sees the merit in building an entire tv set. iPad's and iPhones are big because they are cheap. Even though Mac's have been constantly growing over the past decade they are still so miniscule compared to the rest of the PC market. Any extra profit made from selling at a higher price will surely be negated due to the much smaller sales... So I'm thinking there needs to be some huge selling point(s) that can only be accomplished through selling a dedicated TV. Here are the ones I can think of... but what do you think? FaceTime Camera- cool, but certainly not worth buying a new TV Touchscreen- yeah.... I don't see that happening Built in motion controls- this is certainly a possibility, and might actually be worth it if pulled off correctly Microphone for Siri- not buying it. a microphone on your tv wouldn't really be helpful anyway That's about all I can think of which couldn't be accomplished through the much, much cheaper ATV. But maybe Apple will shock us!