All Things D is reporting that Sharp’s head in North America isn’t too concerned about Apple‘s entry into the TV market. They’re taking a more “wait and see” approach since sales are up but the report does say:

TV buyers in the United States right now are far more focused on price, picture quality and size than any advanced technology Apple might bring to bear on its rumored television.

This of course depends on the customer and whether or not they’d prefer Apple’s integration, customer service and product quality.

The latest rumor is suggesting that the Apple television may cost double the amount of competitors but with far more convenience.