First off, there's a rumor stating that Apple will eventually get into the TV business. The 'source' is an Apple former exec stating that it would be released sometime late this year or next year. I'd take this rumor with a grain of salt, but at the same time, it all makes sense. Here's why It is in Apple's interest to control their own display technology. This would mean even less dependence on foreign manufacturers like LG/Samsung for their display manufacturing, which would result in even higher profit margins. Apple knows that manufacturing displays is one of the main constraints in getting supply ready for demand. Add to that, existing tension between Samsung and Apple. Apple has the money to put R&D into Display technology. Apple now has the highest market cap in America, surpassing ExxonMobile. I still find this astonishing. A lot of the R&D that Apple puts in display will eventually pilfer down to their other products, like the iPhone, iPad, Apple computer monitors, etc. Because as of now, every time Apple sells a product, Samsung/LG is getting a piece of the pie. I'm pretty sure Jobs isn't 100% comfortable with this. That AppleTV 'hobby' is just a 'hobby' because it will eventually be incorporated into their TV sets. Think about it, a totally unified singular TV with an Apple logo in the center of the TV bezel, with iTunes, iCloud, and AppleTV ecosystem tied together into one, using Apple's SoC chip (A5, A6) to power the overlay. Apple has a good track record with keeping content distributors happy, like the music and movie business. I feel like its just another stepping stone to get them ready for primetime TV viewing. This new Apple TV set will blow the competition out of the water. I'm quite sure the tv will be a plasma based set, but this is debatable. If I recall, Apple does have a bunch of plasma tv's on their Apple store. Whats everyone's take on it? I feel like it makes sense. They have tons of money to spend. I feel like this is the next logical step.