At the AllThingsDigital conference earlier this summer, Jobs talked about his company's failed attempts at bringing Apple TV to the masses: "The only way that's going to change is if you tear up the set top box, give it a new UI, and get it in front of consumers in a way they're going to want it," Jobs said.With the Mac iTV, Apple would hope to repeat what it did in phones by ushering in touchscreen controls to replace the existing knobs and buttons that we use to run our TVs. Apple's jump into hybrid computer TVs would open a key new market for the tech shop, which needs more product hits to keep up the momentum of the iPhone and iPad. But as the history of TV -- from Zenith to Admiral -- has shown, the path is fraught with failures. -- Written by Scott Moritz in New York. >To contact the writer of this article, click here: Scott Moritz. >To follow the writer on Twitter, go to http://twitter.com/TheStreet_Tech. >To submit a news tip, send an email to: firstname.lastname@example.org.