An Apple in every livingroom?

I'm not sure this is as big a potential surprise to everyone as it might at first appear ...

http://www.gamesindustry.biz/articles/rumours-build-on-apples-gaming-ambitions

As a company Apple is fortunate in some respects. It clearly has a world class research and development methodology that has kept them at the forefront of the digital sector in some areas and has kept their visibility high in terms of PR and brand. This allows them to be adventurous and ambitious in many ways without looking like a donkey on the edge ...

Where do they go next?

Well, they are a significant force in so many areas that there routes forward to making the business grow further are obviously limited and there are just a small set of obvious directions they can take that will generate sizable returns.
Games is an obvious direction for them to go and any analyst that didnt see that one coming wants to take a long hard look at himself.

Microsoft wanted to bring their products out of the bedroom and into the front room and the vehicle for that move was the xBox. Sony by adding the Blueray DVD drive to PS3 made it a more acceptable purchase for parents who saw it as part replacing the PS2 for the kids and part upgrading their DVD player for the living room. Where does this leave Apple?

If gaming is the way forward for them, do they build a unique offering and enter the console wars? Do they team up with Nintendo to create a mega-brand for the gaming industry? Do they do as the article suggest and enter the games market on the software level and buy EA?

Whatever it is the entry of Apple into the games arena will change everything, they effect every market they involve themselves with significantly ... this is more of a 'when' than a 'if' ....