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And the set is expected to be able to understand and interpret viewers' voices and gestures, possibly making lost remote controls a thing of the past.
Peter Misek, who works as an analyst for American bank Jeffries, said: "Other TV manufacturers have begun a scrambling search to identify what iTV will be and do. They hope to avoid the fate of other industries and manufacturers who were caught flat-footed by Apple."
The internet connected TV would enable viewers to download shows and films directly from the web - bringing the long-heralded moment of digital convergence a big step closer.
In a posthumous biography, late Apple CEO Steve Jobs was quoted as saying: "I'd like to create an integrated television set that is completely easy to use.
"It would be seamlessly synched with all of your devices and with iCloud. It will have the simplest user interface you could imagine. I finally cracked it."
Mr Misek has suggested that Apple might initially produce TEN MILLION of the telly sets - showing that it is confident about demand for them.
What do you reckon? Do you want one of them? Comment below...