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There's a lot of chatter about Apple TV on social networks and the Intranet this morning. Steve Jobs biographer Walter Issacson suggested that Apple may have been working on an Apple-branded television set. Why is this such big news you ask? Well rumors of an Apple television set have been swirling around for years and Apple has always doubted the profitability of entering a market where cable operators control everything. As we all know Steve Jobs felt the general rules didn't apply to him and Walter's biography confirms this for us. Here is a excerpt published by The Washington Post: He very much wanted to do for television sets what he had done for computers, music players, and phones: make them simple and elegant,” Isaacson wrote. Isaacson continued: “‘I’d like to create an integrated television set that is completely easy to use,’ he told me. ‘It would be seamlessly synced with all of your devices and with iCloud.’ No longer would users have to fiddle with complex remotes for DVD players and cable channels. ‘It will have the simplest user interface you could imagine. I finally cracked it. There are varying opinions on the success of an Apple TV model. Some suggest tough licensing laws and video protections will be a problem for Apple. Another conflict could be the varying contracts people are in with their current cable subscribers. Lastly, Apple would need to provide a lot of in-home support to set up boxes, hardware, etc. which they don't currently offer. We can't confirm what exactly Steve meant by the above statement but we're sure it would give regular longstanding telecommunications companies a run for their money. He certainly won the hearts of the MP3 player market, the Smartphone market and the Tablet market. Apple currently offers a set-top box that they officially call a "hobby". Walter's biography hints there is much more to come. What do you think about Apple TV? Would you pay a premium to use it? Sources Washington Post - Job's Final Plan: An "integrated" Apple TV MacRumors - Steve Jobs on an Apple Television Set: "I Finally Cracked It"