Apple used to its see its TV product as a "hobby".
Not any more.
According to CEO Tim Cook, television is now "a market we have an intense interest in".
Speaking in an exclusive broadcast interview with NBC's Brian WIlliams, Cook said "it's a market that we see that has been left behind", indicating that Apple is preparing to launch its long-rumoured assault on the living room.
Cook apparently sounded earnest about the possibility of an Apple TV product beyond its small, puck-shaped media player and Airplay receiver currently on the market.
"Our whole role in life is to give you something you didn't know you wanted. And then once you get it, you can't imagine your life without it," he said.
Whether that would involve Apple building its own screen, or just enhancing the Apple TV with apps and integration with TV services like cable in the US or Freeview and Sky in the UK is yet to be seen.
But Apple is clearly aware that it has to get a move on - as were the company's late founder Steve Jobs.
At the end of his life, according to biographer Walter Isaacson, Jobs said before he died:
"'I'd like to create an integrated television set that is completely easy to use,' he told me. 'It would be seamlessly synced with all of your devices and with iCloud.' No longer would users have to fiddle with complex remotes for DVD players and cable channels. 'It will have the simplest user interface you could imagine. I finally cracked it.'"
Cook also used the interview to announce that Apple will bring back some manufacturing jobs to the USA in 2013, by making an entire line of Macs at a new factory.