“With Apple Chief Executive Tim Cook admitting that television is an area of ‘intense interest’ for his company, pundits have debated whether Apple would build a full television set or simply enhance upon the existing Apple TV accessory,” Neil Hughes reports for AppleInsider.

“Maynard Um of Wells Fargo Securities said on Friday in a research note provided to AppleInsider that he believes a full television set would be ‘more in tune with Apple’s strategy’ than an enhanced set-top box,” Hughes reports. “He said he believes Apple would ‘relish’ the opportunity to place the company’s logo as ‘the centerpiece of the living room.'”

Hughes reports, “He believes that a key part of the Apple television will be Siri, the company’s voice-driven personal assistant software currently found on the iPhone, iPad and iPod touch.”

Read more in the full article here.