How do you like your Apple TV rumours in the morning? How's about with some more juicy details courtesy of The Wall Street Journal? We thought you'd prefer that to a kiss...

The big talk is that the Apple TV set, or Apple iTV as we've heard it referred to, isn't just a pipe-dream of the late CEO any longer but a platform which Apple executives, including Eddy Cue, Apple's senior vice president of internet software and services, have discussed with media executives at several large companies, according to our old buddies, "people familiar with the matter".

It is thought that Apple is pitching all al-singing, all-dancing, AirPlay powered setup that sounds as if it could be ubiquitous across the TV market, rather than just built into specific Apple TV sets. You don't have to sing or dance of course; but talking and moving is definitely going to be required; the setup is said to involve voice and motion gesture controls. 

We've heard plenty of talk before that Siri and other voice-like applications will be the key functionary for Apple's living room assault but gesture controls are certainly a new addition to the speculation pile. These control methods do back up Jobs' quote from Walter Isaacson’s authorised book where he said:

"I’d like to create an integrated television set that is completely easy to use. 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."

The WSJ's report also states that Apple TV "relies on wireless streaming technology to access shows, movies and other content" which is feasible as this is already tech available with the Apple TV hobby boxes.

A more widespread uptake, or cross-manufacturer integration; as per the growing number of AirPlay speaker docks, could mean we may have yet another Apple revolution on our hands. Throw in iCloud PVR capabilities, with the ability to watch your recorded shows across your iDevices, and it's going to be guaranteed fanboy chaos come launch day....

In the meantime, check out our Apple TV 2 (2010) review