Content producers will create apps to distribute content, bypassing cable and satellite providers, like Sky or Virgin in the UK.
No one has been brave enough to come and out and predict that the Apple iTV will be 3D.
Steve Jobs' other company Pixar is converting its old movies, such as Finding Nemo, into 3D, and released Toy Story 3 in 3D without doing the obvious and calling it Toy Story 3D.
So why not a 3D Apple iTV? But surely not one that will require Apple 3D TV glasses...
Apple TV screen size is anyone's guess (as is pretty much everything else above). Some say between 35 and 55 inches, but this decision is likely to be made much closer to the television's release date.
And Apple could well be the company to make the first best-selling 4K TV, featuring a 3,840-x-2,160 display - possibly manufactured by LG, according to DigiTimes: "Apple is banking on LG Display to be able to mass produce Ultra HD TV panels by the second half of the year. If LG is successful and has ample supply of the technology, Apple may try to release the TV by the end of 2013 but is more likely to do so towards the beginning of 2014."
Another obvious feature for the Apple TV is AirPlay wireless mirroring, which could mean a giant screen for your Mac or iOS device right in your living room - also boasting the famous Apple icon.
In mid August 2013 Apple acquired second-screen TV and video app Matcha.tv.
Matcha.tv is an iOS app that provides an overview of everything that's available to watch via cable TV providers (Comcast), streaming video services (Netflix, Hulu, Amazon Prime), and digital video stores (iTunes, Amazon). Users could also manage what they watched from a universal queue, get video recommendations, and connect with social networks to see what their friends were watching/liking.
iTV release date: When's the Apple Television coming out?
Really - no one knows when the Apple Television might come out. Analysts and industry experts have been predicting the announcement of such device for several years, but we've still yet so see one. Many analysts were convinced last year that Apple would unveil a television at WWDC 2013, but were left disappointed when the event ended and no iTV had been announced.
There's one analyst who has been particularly vocal about the Apple Television. Piper Jaffray analyst Gene Munster has remained a firm believer that Apple will launch a television since back in 2009. In fact, he's predicted an Apple Television every year since 2011.
However, this year has been slightly different. In a note to clients in April 2014, Munster said: "Each month that passes without credible feedback from the supply chain reduces our confidence."
Sign up for CIO Asia eNewsletters.