Samsung AV production manager Chris Moseley says the Korean electronics giant is unconcerned by Apple's reportedly imminent entrance into the "smart TV" market:

"TVs are ultimately about picture quality. Ultimately. How smart they are...great, but let's face it that's a secondary consideration. The ultimate is about picture quality and there is no way that anyone, new or old, can come along this year or next year and beat us on picture quality.

"So, from that perspective, it's not a great concern..."

Yeah, maybe. But that sure does sound like the same sorta head-in-the-sand self-soothing we've heard from leaders in other industry segments, just before Apple moved into their market and ate their lunch. Remember Microsoft's Steve Ballmer laughing at the introduction of the iPhone?

I'm personally not as excited by the prospect of an "iTV" as some industry observers are, but given Apple's track record, if I were Samsung, I'd be awfully damn nervous.