The first Apple TV . . . won’t really be a TV at all, writes Forrester Research Vice President and Principal Analyst James McQuivey in a new blog post. Since many consumers have just dropped hundreds, if not thousands, of dollars in the past year or two on a brand-new HD flat screen, McQuivey argues that the market for an Apple TV would take years to develop.

“Apple should sell the world’s first non-TV TV,” he writes. “Instead of selling a replacement for the TV you just bought, Apple should convince millions of Apple fans that they need a new screen in their lives. Call it the iHub, a 32-inch screen with touch, gesture, voice, and iPad control that can be hung on the wall wherever the family congregates for planning, talking, or eating — in more and more US homes, that room is the dining room or eat-in kitchen. By pushing developers to create apps that serve as the hub of family life — complete with shared calendars, photo and video viewers, and FaceTime for chatting with grandma — this non-TV TV could take off, ultimately positioning Apple to replace your 60-inch set once it’s ready to retire.”

Read more of James McQuivey’s analysis in his blog post.