According to a Wall Street Journal report, Apple has been briefing media executives on a new Apple television that can stream "shows, movies, and other content." The Journal spoke to "people familiar with the matter" that say Apple executives, including senior VP of Internet Software and Services Eddy Cue, have detailed a system that would respond to user's voice and movements, and use voice to search for shows or change channels. Another person familiar with the matter told the Journal that these new services would work on "Apple's existing technologies, which include its Apple TV set-top box." In addition, users watching content on a mobile device will be able to move between devices, and resume viewing in the same spot on the TV set via AirPlay, functionality not currently available and that "may take longer" to appear than other TV concepts. Apple hasn't solely been contacting executives; the Journal notes that media companies have been reaching out to Apple for an update on its upcoming strategy.
There's been endless speculation on an Apple TV after Jobs was quoted in Walter Isaacson's biography that he'd "finally cracked it." Note, though, that The Wall Street Journal suggests nearly all plausible avenues Apple would pursue if it were working on a television service or device: it could be a TV, it might be a way for mobile devices to stream content without a set-top box, or it may be something that already works with current Apple technology. Content could come from television-service providers, or it may be licensed directly from media companies in the form of a subscription-service. While it's increasingly clear that Apple is working on something and feeling out content partnerships, there's no indication whether it's at the beginning or end of the process of bringing a TV to market, despite the assumption that it's close.