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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.
"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...