One of the intriguing snippets in the official Steve Jobs biography is his claim that he “finally cracked it” – ‘it’ being designs for an Apple television set. Rumours that Apple is working on its own TV have gone into overdrive as a result, with analysts fuelling the fire. Piper Jaffray’s Gene Munster claims Apple is already working on prototypes and patents, suggesting that if it launches in 2012, an Apple TV could sell 1.4 million units at $2,000 a pop. Ticonderoga Securities analyst Brian White agrees, publishing his own note claiming that Apple TV sets are “already flowing through factories over in China in early stage pilot and prototype production”. He expects Apple’s App Store and other entertainment services to be deeply integrated into any such device. Finally, Bloomberg reports that iPod and iTunes veteran Jeff Robbin is the man in charge of the new project. He joined Apple in 2000 when the company bought his SoundJam startup, with its software later forming the basis for iTunes.

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