While Apple is busy keeping their planning under wraps, the rest of us are busy trying to discover what they are up to, especially when it comes to their iTV.

What has been leaked through the grapevine is that Samsung Electronics in Korea has started producing chips for the iTVs since November 2011.  Sharp also is rumored to be producing the displays for the new TVs.  The screens will be relatively small for the initial introductory phase at between 32 and 37 inches and will be better suited for the small foot of the bed TV lift cabinets.

Sterne Agee Analyst Shaw Wu wrote, ““We continue to hear what AAPL would love to do is offer users the ability to choose their own customized programming, i.e., whichever channels/shows they want for a monthly subscription fee. This is obviously much more complicated from a licensing standpoint. And in our view, would change the game for television and give AAPL a big leg-up against the competition.”

Wu goes on to write about how the biggest obstacle right now for Apple to iron out its content partnerships and licensing terms.  Apple has content and licensing agreements in place for iTunes but only for movie rentals, not TV shows or live broadcast television.  Apple would like live television offered via the internet or IPTV instead of through cable providers.  That is the direction Apple would like to go in and is currently in discussions to make this happen.