I'd bet $1000 that Apple will NEVER produce a TV. The fact that SJ stated they'd be more commited to the TV "segment" could as well mean they'll replace the AppleTV device by a better AppleTV thing. The interface between a set-top box and any brand of TV is pretty much universal already (HDMI) - I don't see a reason why Apple would jump into a market known for it's absurdly small margins and with so much variance (not even Apple could convince everyone to buy TVs on the same size) - it makes a lot more sense to "control everything but the box itself" in that scenario. Granted, it's not very "Apple". It's just my gut feeling, anyway...