The Apple TV is as mythical as unicorns and hobbits. But it looks like one might actually be in the works.
The latest rumour in the epically long-running development saga suggests that Apple is working with Sharp and Foxconn to actually test designs for an integrated TV set.
But according to the Wall Street Journal, the effort remains very much in its infancy and "isn't a formal project".
Tim Cook: "Our whole role in life is to give you something you didn't know you wanted"
Whilst Apple TV rumours have become somewhat of a technological "boy cries wolf" scenario, CEO Tim Cook's comments last week add weight to the reports.
Speaking in an exclusive broadcast interview with NBC's Brian WIlliams, Cook said: "When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years.
"It's an area of intense interest. I can't say more than that."