In a note to clients — as reported by “MacRumors” ( — Jefferies & Company Peter Misek says that, despite all the talk about the Apple TV set-top box, he thinks Apple is still working on its own branded HDTV (the rumored “iTV”).

“We believe the iTV is in full production. Recent data out of Sharp, Hon Hai, and other specialty chemical and TV component suppliers support this,” he writes. “Also, JDSU noted that they have a new non-gaming customer for its gesture control modules. They indicated this is a new “living room” based customer. We believe Apple will leverage AT&T’s and Verizon’s content deals for the iTV. Additionally, the WSJ’s sources indicate Apple may also consider a set-top box version for the cable operators.”