So does Apple want to create a full-scale TV or a set-top box?
I would assume both, if Apple are smart and smart they are.
As much as I like and use many Apple products, I will not necessarily be going out and replacing my current ('content compatible') TV's just because Apple has released one. I think the reality of the premium pricing policy of Apple products will determine this, unless they plan to be aggressive in their pricing for a TV, as seen with the ATV2 & iPad (to gain market share). I would hope so, but am not holding my breath, because to be able to provide the best visual performance, surely they would need to beat Panasonic and Samsung?. Panasonic have eclipsed Samsung this year because the old Kuro Team (acquired from Pioneer) have had time to work and bear results. Do Apple yet have that kind of experience or infrastructure and do it on a budget?
I have been serenaded by LCD, LED & 3D and nothing so far has even provoked me to give a thought to replacing my Pioneer KRP600A Plasma set-up, which includes an ATV2.
Bottom line is not everybody can afford, or will go and buy an Apple branded TV, but many will go and buy an ATV type set-top box for £100. In the same way that most iPod, iPhone and iPad owners do not own a Mac. I think it will all boil down to content, content access, content pricing over hardware. iPads, iPhones and iPods are great, but iTunes is where the money gets made in the long game.... That's why they go ape when you Jailbreak...
However, I have been waiting to replace my 11 year old Panasonic TH-42PW4B, so I am hoping that they do 're-invent' TV, but with continued
and equally supported (something Apple has decided not to do of late...) access from both set-top and integrated offerings.
Just saying....