This is all hype to stop the fall in share values. Even if Apple did product a TV, to base a massive growth potential on an 11% " sample " of US citizens out of sample of around 1500 people is reality distortion running flat out. The markets are awash with smart TV's and the prices are dropping. On the content side, numerous cable and sat companies have this sown up and and by the time it comes to the UK, with import tax and VAT, you are looking ta a retail price of around £2k. You can just see all the ques outside the Apple store in Regent Street fighting to be the first to get an Apple TV can't you?....hahahaha. Of course the other thing is that they cant call it an " iTV " in the UK because that name is already in use. What this shows is just how desperate Apple and the share holders are to boost the share value. Especially as some of the Apple execs are cashing in their own shares now.