I've been thinking about getting an Apple TV this black friday. I won't be getting it at Bestbuy as their price is 50 dollars higher than Apple's 229. http://www.bestbuy.com/site/Apple®+-+TV™/9532311.p?id=1218123221391&skuId=9532311 Come on BB... give us a break! I know the ATV maxes out at 720p. Do you think that is a hardware or software (or both) issue. If Apple someday decides to bump up the spec to 1080p do you think it could be a software fix to the current ATVs or would it need new hardware to make it work?