Apple To Buy TiVo? [Update]

Reuters notes in a news story today that shares of TiVo have shot up 17% or more based on speculation that the company may be purchased by Apple Computer, Inc.

Both Apple and TiVo declined to comment, but priced at only $300 million, TiVo represents an easy buy for Apple, and could increase their options in the video field.
TiVo, however, as presently a money-losing business, may not be an appealing takeover project for Apple.

Update: Smith Barney analysts don't believe that Apple is interested in TiVo. Beyond diluting their focus, Apple has also made comments indicating that "the DVR market seems to be a commodity whereby all players will eventually have similar hardware and software longer term, which means that the DVR market really boils down to marketing and branding."