Well, whatever happens; they cannot be calling it iTV, or ITV will be suing them.
Whether Apple releases a TV or not, I feel that it would be to high prices to really reach out on the market, that's if Apple wants to make profit.
Doesn't take a genius to work that out. I posted this earlier in (either this topic or another one) that Jeff Williams has taken the post that Tim Cook held. Pre-2004 Tim Cook's official title was "SVP/VP for Operations".