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(CNN) — Apple CEO Steve Jobs this week rebuffed the suggestion that Apple will revolutionize TV in the same way it has reshaped the music industry, mobile phones and tablet computers. But Jobs is bluffing: The time is right for Apple for tackle the TV, and the company’s re-entry into that market is a no-brainer. Just a “hobby” “Smarter people than us will figure this out” was Jobs’ deflective response to a question about Apple’s TV aspirations at the D8 Conference on Tuesday. Subsidized business models essentially give customers a set-top box for free, Jobs argued; why would they pay for another?

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