With Apple Chief Executive Tim Cook admitting that television is an area of "intense interest" for his company, pundits have debated whether Apple would build a full television set or simply enhance upon the existing Apple TV accessory.

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Brian Williams of NBC admitted it was "frustrating" trying to pry answers from Apple's elusive CEO Tim Cook, particularly when the two discussed the possibility of an Apple television.

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Apple Chief Executive Tim Cook has poured gasoline on the growing fire of speculation that his company plans to build a full-fledged television set in the near future, with comments disparaging current television sets as outdated pieces of technology.

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A new version of the Apple TV software was made available for second- and third-generation set-top boxes on Thursday.

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Microsoft may compete more directly with the Apple TV next year with a new low-cost set-top box that will access the company's Xbox entertainment services.

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Problems associated with the latest software update for the Apple TV set-top box have resulted in non-functional units for some users.

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Apple has reportedly held talks with some major cable operators in the U.S. about "some new TV product," but the debut of a potential Apple television set is not expected to come in the immediate future.

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In response to complaints from higher education, Apple is working with hardware partners and the internet community to extend Bonjour "zero config" networking to better scale across large networks and enhance the enterprise credentials of Apple TV

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During its conference call for the fourth fiscal quarter of 2012, Apple announced that Apple TV sales hit five million units by the end of the fiscal year, prompting CEO Tim Cook to call the product a "beloved hobby."

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Apple has added a new channel to its Apple TV set-top box called "Apple Events" that will live stream the company's media briefing today. In addition, the event will also be streamed to iOS devices and Macs.

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While speculation of an Apple-built HDTV has cooled somewhat amid the launch of the iPhone 5 and expected "iPad mini," one analyst says the company's next market disruptor is already here, and it's not a TV.

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Apple on Monday updated its Apple TV set-top box to software version 5.1, adding support for Shared Photo Streams, and the ability to send audio content from the Apple TV to AirPlay-enabled speakers and devices including the AirPort Express.

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An executive with Time Warner has indicated that his company would give up control of the user interface of its services to Apple in order to broker a deal.

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Apple's attempts to be a power player in the TV market may be delayed until next year, as an insider familiar with the company's plans claims a rumored set-top box won't be unveiled in 2012.

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An error message displayed in the latest beta of iOS 6 for Apple TV suggests that support for iBooks may be coming to Apple's set-top box.

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Apple on Monday launched a universal iTunes Festival iOS app and an accompanying Apple TV app, both of which will feature live streaming capabilities when the 30-day music celebration kicks off on Sept. 1.

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Eddy Cue, Apple's chief of Internet Software and Services, has suggested to one analyst that his company would be unlikely to build a full-fledged television set unless it could secure necessary deals for content.

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If traditional media outlets want to begin making more money from "small screen" viewing via devices like iPads, smartphones and notebooks, their best bet may be to align with Apple, one analyst believes.

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Apple stock surged upward before reaching an all time closing high of $648, boosted by continued rumors of both a smaller iPad and a new Apple TV capable of presenting live broadcasts.

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