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Concept illustration showing what an Apple television might look likeApple has apparently turned to Jeff Robbin, who created iTunes and co-developed the iPod, to spearhead development of an integrated television set.

Three sources with knowledge of the project divulged the news to Bloomberg. If true, it means that Apple is prioritizing development of a TV set, potentially called the “iTV.”

In his official biography, released yesterday, Steve Jobs claimed he “cracked” the code for an integrated Apple television, saying “It will have the simplest user interface you could imagine.” That news was buoyed by rumors from Piper Jaffray analyst Gene Munster that said Apple already has big screen TV prototypes in the works. (Munster has been crying wolf about an Apple TV set for years now.)

We reported in August to several signs that Apple would be releasing a TV set at some point next year, though the exact shape of that device was still in question. I argued that it makes far more sense for Apple to focus on smaller TVs below 30-inches, since it wouldn’t be that big of a shift from its large-screened computer monitors. But, according to Munster, Apple could be aiming all the way up to 50-inch TVs.

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