Richard Lawler reporting for Engadget regarding the Wall Street Journal’s recent Apple Television rumor:

Read [CBS executive Leslie Moonves] comments, and you’ll probably feel as we do — until the various regulatory and/or commercial gatekeepers to premium content in the living room change their minds about how the TV business works, it remains just as unlikely that we’ll ever experience the products of Apple’s tests for ourselves.

Companies like Apple test new products all the time. That doesn’t mean that those products will ever come to market. Don’t expect an Apple branded television until some more substantial rumors start to surface (hint: there hasn’t been anything substantial yet).