Nope, iTV wasn't the name. It's the Apple TV, and it's pretty impressive. At just $99, it now comes with Netflix support to browse and watch all your favorite Netflix movies. In addition, you can now rent TV shows in addition to movies from iTunes. Renting TV shows will be $0.99 and you'll have 30 days to start watching it and 48 hours after that to finish it or watch it as many times as you want within the 48 hours.

Apple has also announced Airplay with the ability to stream any content from your iPod touch, iPhone, and iPad directly to your Apple TV for viewing. This feature will be coming soon.