The headline in the Los Angeles Times today says it all: Did Ikea just beat Apple to the all-in-one television?
The Apple-beater is Ikea's new Uppleva system, which " solves our collective television problem," says the paper.
But for Brits there is disappointment: In the year of the Olympics and the Queen's Jubilee, there will be no Ikea super-TVs. We must wait until next year, while the Euro-launch powers ahead next month in five Eurocities.
The Uppleva is a cross between a television and a piece of furniture, says the American reporter, who is also dismayed that the US too is being kept waiting. She salivates at the description, " Think of it as a television stand in which all the pieces of your television are built in. So the Blu-ray player, DVD player, CD player and speakers are hidden in the furniture, while a wireless subwoofer can be placed anywhere you want around the room."
All the components of the Uppleva can be operated via a single remote control. The front part of the unit hides the components but still lets signals from your remote control through. Just watch the video.
The HD LED television has been developed by Ikea with Chinese television maker TCL Multimedia. It comes in three sizes. It is Wi-Fi ready and you can connect it to the Internet.
After five European cities get their sets in June, seven European countries will follow by autumn.
Prices will start around are likely to start around £750 for the most basic combination.
Despite the IKEA hoopla, Apple fans are still convinced that the Apple TV will be much better when it arrives . And where's the voice command option?