Perhaps the Apple entertainment TV is already out there in the form of Macs, iPads and iPhones. Maybe it is just me thinking stupidly but from the way I see, the iTunes is the new Apple set top box. Certainly the Airplay and other features they are adding seem to point that way.

What if they are able to have cheaper subscription rates for shows (entire season, maybe?), entire NFL season etc. I chose what I watch and when I watch and the experience can hardly get any better.

Of course I am not saying that iTunes is at its peak of innovation, but just saying that perhaps Apple is not bringing innovation to TV but bringing TV to a host of innovative devices.

For me every bit of TV watching happens online and I would like to believe that that is the trend the industry is witnessing. What else defines YouTube buying rights for streaming live IPL matches for India, a country where TV sets definitely outshine the web streamers.