I'll freely admit that I'm as much of an Apple fanboy as anyone these days, but I'm not convinced that they're really going to be able to nail a true Apple TV in the way most are expecting.
Why?
It's simple: just listen to everything Steve Jobs has said about the whole idea in the past. There's just no easy way to bring the TV world together given the nature of the industry right now. I don't doubt that Apple's been trying for years and I don't doubt at all that they have some wonderful ideas that they could drop in an instant. I'd bet on them having numerous prototypes that they could bring to market in a matter of months if the situation was right.
But how in the hell do you get it to really play nice with a cable box from Comcast and a cable box from AT&T and an X-Box and a Blu-Ray player and a Wii? Like it or not, right or not, logical or not, annoying or not, absurd or not, that's the bottom line for the vast majority of television users, more so even for the higher end market who would likely be the early adopters if Apple can't put out a TV for under a grand.
So what can Apple really do? My guess is that any actual Apple HDTV that makes it to market will be a 1080P with what amounts to an Apple TV built in and some sort of system to beam a cable box to create better software that's more universal for commanding actual television watching. Also, simpler input switching for people's external devices. But obviously, in Apple's mind, this would be a TV focused more on streaming content, but the other matter at play here is content providers and data providers, and they're not going to make life easy on Apple despite what some people think.
So, while I'm totally ready and hoping to be blown away by ideas that I can't imagine (or I could, but don't see becoming a reality due to too many competing agendas outside of Apple's control), I think any Apple HDTV that makes it to market will be somewhat underwhelming to many people. Steve Jobs may have really "cracked it," but that doesn't mean Apple can just drop it on the market, and I think Steve knew that more than many seem to think. Again, I don't think he was BSing when talking about how difficult of an industry it was to break into, and I think there's a difference between knowing what needs to happen and being able to bring it to market in the current landscape.
And remember, for all intents and purposes, for Apple's biggest successes, they practically invented new categories with the iPhone ("truly" smart phone) and certainly defined a category that before lived in a never-ending state of infancy with the iPad (tablet) and iPod (digital music player) on some level. But TV is very, very different and it's just a far bigger mess than anything Apple's dealt with and they know that. The content providers are already at war with the data/service providers and Apple's set to be at war with both. How do you think that will play out given how easy it is to deal with them on anything else?
I'm hoping for the best, but I'm pretty happy with my Apple TV as is. It could be a lot worse.