Apple, obviously not content with invading the phone market and creating the tablet one, could have an HD web-connected TV in the works.
One analyst, Katy Huberty of Morgan Stanley, reckons so. She reports that "checks in Asia suggest Apple is working on a Smart TV prototype."
A prototype does not a final product make, however, with no guarantee that the supposed existence of this model meaning we'll ever see an HDTV from Apple hit the market.
Huberty is more convinced, however, calling the rumoured set "potentially the next new product category" and predicting that the Apple-made television could take a one per cent share of the global TV market by 2013.
With the emphasis now moving to 'smart' or web-connected televisions and manufacturers like Samsung already concentrating on apps for the idiot box, it makes sense for Apple to be investigating the arena.
A job posting on Apple's website which mentioned TV surfaced in February this year and added fuel to the Apple-made television fire.
But let's not forget that Apple already has one television product on the market: Apple TV.
Although Apple's set top box was revamped last year, it is yet to take over the living room in the way that Apple no doubt hoped it would.
Sign up for Black Friday email alerts!
Get the hottest deals available in your inbox plus news, reviews, opinion, analysis and more from the TechRadar team.
Former UK News Editor for TechRadar, it was a perpetual challenge among the TechRadar staff to send Kate (Twitter, Google+) a link to something interesting on the internet that she hasn't already seen. As TechRadar's News Editor (UK), she was constantly on the hunt for top news and intriguing stories to feed your gadget lust. Kate now enjoys life as a renowned music critic – her words can be found in the i Paper, Guardian, GQ, Metro, Evening Standard and Time Out, and she's also the author of 'Amy Winehouse', a biography of the soul star.