So I was thinking: Apple has a history of removing certain key words in their title to signify big changes or a broadening of their catalog. When Apple removed the 'Computers' from 'Apple Computers Inc.' it was because they were branching off into more industries than just computing (phone, digital distribution, MP3 player, etc). When they removed the 'Phone' from 'iPhone OS' it was because they were bringing the OS to more hardware than just the iPhone (iPad, iPod Touch). Now, with Apple removing 'Mac' from 'Mac OS X' it's possible they're planning on applying that OS to a piece of hardware separate from the Mac. The only thing I can think of at this point that would make sense is a real Apple TV. The rumors are getting more and more frequent (reminiscent of the pre-iPhone and iPad announcements, really) and this name change coinciding with the ramped up rumors is too conspicuous to be coincidental. What do you guys think?