Fine. I will talk about Apple Television or iTV or whatever it will be or will not be called.

A day or two ago I said I wasn't terribly interested in talking about a product line that Apple *might* go into. I think that, regardless of any pitfalls, the market for televisions is so large and Apple has so many pieces in place and is so committed to the 'digital home' concept that, as the commercials might say: they'd be fools *not* to try!

But I also said I believe there is no need for Apple to create some sort of 'app' - centric television viewing experience. Who the hell wants that? Nor does Apple need to buy up content. Nor even worry about developing a working television advertising infrastructure. Those can all come in time, and all will do little to Apple's bottom-line.

Though admittedly will likey help move more televisions, so they are relevant.

Rather, I said that what Apple needs to focus upon, in addition to making a beautiful, kick-ass television, is to make iTV work serendipitously with iPhone and iPad. 

And not just as a remote. But allow users to watch television and control it with their iOS device -- and by control, I don't mean: the power to turn it on or off or change the channel. Rather, the power to adjust the screen, so there is one large picture, say, and 1,2,3 or 4 -- or more -- smaller screens. To control the ability to alter views of a particular show. To tweet and otherwise participate within the content. To easily particpate in polls or viewer contests. To make the dream of interactive television -- which has been tried and which has failed for *decades* cuase it sucks -- a reality.

An app-centric television will require users to alter their behavior. And as much as people bitch about television, we pretty much all enjoy it and use it in a particular manner. We don't want to change our tv behavior unless there's a benefit and an app tv isn't much of a benefit. However, by linking iOS devices with iTV, Apple will be jumping into a mode of viewing that an increasingly large number of viewers already engage in:

Roughly 40 percent of tablet and smartphone owners in the U.S. used their devices daily while watching TV, while only 14 percent of eReader owners said they watched TV while using their device every day.