Time Warner CEO, Jeff Bewkes, reiterates wishful sentiments from the cable company that Apple make their own branded television set, and shake up the entire industry, when the question was asked of him at a conference.

"I hope they do," he said, "I think Apple is a great device company."

The Time Warner CEO thinks that Apple can solve the go-to-market-strategy problem with the cable/content business.

"They bring good interface and navigation skills,"

Perhaps an à la carte hardware system is already in the making at the secretive Cupertino labs. Who knows, maybe television and content executives are already privy to the details while deals are being established. Gear Live has reported that Time Warner COO, Rob Marcos, stated that the cable company would be willing to cede control of user interface (UI) and user experience (UX) as long as they can still maintain a relationship with customers.

"It's really all about maximizing the capabilities to get Time Warner customers the best possible experience."