An integrated Apple TV is already a big project at Apple according to latest rumors.
Over the weekend we reported that Steve Jobs talks about an Apple TV in the just released Steve Jobs biography. Now rumor reports appeared that suggest that Apple is already very busy at work on the future of Television. Steve Jobs said about the Apple TV: "It will have the simplest user interface you could imagine. I finally cracked it." Bloomberg reports now that no other than the iTunes Creator Jeff Robbin. Some would say though that iTunes is not the greatest piece of software ever written. It is possibly Apple's biggest bloatware. Let's hope that is not going to be true for the fabled Apple TV.
The Bloomberg report also says that Apple is developing a way to seemlessly search for a movie or TV show no matter where it is on. It would not matter if the movie you want to watch tonight is on Netflix, iTunes or Cable. I do not think though that this is how it will work. I rather think that Apple will build a platform every content provider needs to fit in to be part of the game. Let's call it iTunes for TV.
By the way analyst Gene Munster at Piper Jaffray shares that Apple is already building prototype Apple TVs.
So if Apple is really entering the TV business, how will it be called? Apple TV is already taken by the little black box. Share your ideas below in the comments.