This makes perfect sense. All the rumblings and actions being taken do point to Apple getting into the TV biz. It definitely does remind me of all the hoopla going on before the iPhone was finally released. That being said, I agree with those who say that the only real differentiator will be software and content related. Great industrial design will help and there'll be millions who would buy a dumb panel with the Apple logo slapped on it, but for the long-term viability of an Apple HDTV set, it'll be all about how the interface accesses an expanded iTunes content base integrated with iCloud.
I've felt the TV world has been broken for years. I finally got fed up and ditched the normal service after going through standard cable (Cox), satellite (DirecTV), and Verizon's FiOS TV. I just have the Apple TV now with a Netflix account but it's really not much more than an online rental service of which there are many. It's really not a "traditional" TV. But since I find the great majority of TV programming to be trash, I don't mind the limited capabilities. I've never been much of a TV watcher at all. The only thing I really miss is live sports but I'm not the sports fan that I used to be either so it's no big deal.
I'm not sure what the ideal TV experience would be. I do like how the Apple TV is integrated with all the iDevices and Macs at home with iTunes and AirPlay but I'm sure there'll be more to it than that in the future. I guess we'll just have to wait and see what Apple has in store. I don't think there's any doubt that Apple will get into it in a big way. We just don't know when. Apple isn't going to sit by idly while everyone else like Google, Samsung, Microsoft, LG, Sony, etc. continue to stake out a piece of the emerging digital (or "smart") TV market.
I don't think anyone even knows what they're really going after. They all seem to be flailing and throwing whatever they can at the wall and hope that something sticks and takes off. Apple will have to define what that something is. Even if Apple does, they won't catch everyone off guard like they did with the iPhone in the mobile phone market. It'll have to be a long and slow climb. I'm all for it and am ready for it. It'll be like the final piece of a puzzle in the home. But I'm in no hurry to complete it.