"If anything, Apple’s best bet may be to work out a deal to bundle Apple TV units with the HDTVs sold by manufacturers"

AppleInsider | Apple HDTV rumors resurface

I can´t either see why Apple would go into that low margin overcrowded business of HDTVs when the AppleTV is so plug and play already.

Then again, people probably said that about mobile phones as well when the iPhone rumours started popping up, and they turned the whole mobile phone business upside down in the shortest time.