I've got a hunch that Apple will unveil a real TV set tomorrow. It's exactly what the user wants. With current TVs you have multiple remotes, bad usability etc. It didn't make sense when Apple TV was only a "hobby". Well with all those deals we read about, Apple even considering developing their own TV programs, this doesn't sound like a hobby anymore. Why did Apple get such a big place? My guess is that they have a hands-on area for journalists with lots of products, and TVs together with sofas etc could use up that space. Apple wants to do the whole widget, be in charge of the full experience a customer has. They tried an iPod app on the phone of another manufacturer, and moved to create their own phone. Well how the current Apple TV box works is very similar: a channel inside a crappy box that somebody else created. That can't be the final state of affairs, can't it? Tim Cook wants to create products in new categories. We had a watch, and there seems to be a car on the horizon. A TV set is definitely such a category. Like many designers, Johnny Ive would surely love the challenge to design products in new categories. So far, at the end of his career, he could say "I've designed some computers, a music player and a phone". I'm sure he would love it if he could say "I've designed products in many categories, from computers, music players, phones, watches, TVs up to cars". I'm pretty sure Ive would push for Apple to create such a product. I'm surprised nobody is talking about this possibility on rumors blogs etc. Anybody agrees or disagrees? Comments?