It's known that TV is considered a hobby for Apple but I don't think that was the original intention. I just finished watching the Macworld 2007 Keynote, and aside from the major time dedicated to the introduction of iPhone, TV was a big focus at 2007's biggest Apple show. There was even an ad that I had completely forgotten about: TV ad. TV was undoubtedly a big part of Macworld 2007, and Apple had high hopes for it. Have a look at this slide from that keynote: That one picture says a lot. I don't think that it met those expectations fully and then the NBC setback compounded the problem. Apple then began calling it a "hobby" and removed it from its stool leg metaphore. I'm not suggesting that Apple is giving up however. All indications – including Take 2 and the iPhone/iPod remote – show that Apple is letting it lay low behind the scenes while the conditions are met before a renewed marketing push. I think that by next year, as HD TV programming becomes the norm, as content becomes more readily available, and as many people begin buying HD widescreen TVs for the 2009 digital transition, Apple will again set its sights on capturing the living room. I'm a big fan of this device and hold a lot of faith in its capabilities and ultimate success. I'm looking forward to seeing how it develops, and how Apple will promote it. I think part of that should come with a new name. I don't think that Apple did their best when they went from iTV to AppleTV. Either name doesn't have that "iPod" cachet. iPod has become a ubiquitous word synonymous with portable music. Apple should aim at doing the same for TV with a new creative moniker. I think it would be a fun exercise to think up a new name for TV. I'd suggest that TV be dropped out of the name entirely. Or perhaps Apple can include it fully in the iPod lineup by calling it iPodTV. Put your creative hats on and suggest some names.