Further predictions emerged over the weekend of a potential bid by Apple to break into living rooms with a holographic television.
The sketchy details mean no cumbersome 3D glasses and several people able to enjoy the experience at once.
The author of this latest piece talks in his own blog about air travel becoming obsolete and that's probably a bit of a stretch of the imagination.
But, here's where it could get interesting for Apple, not in replacing travel but in creating such a compelling travel shopping experience that consumers will trust and use.
The killer combination of some sort of holographic TV service to bring holidays to life, combined with Apple's rumoured plans for iTravel and its payment ecosystem would give travellers a research and booking experience like never before.
Consumers won't really be so satisfied with the holiday experience they get from their couch that they won't need to get away.
So far, this hasn't proved the case in the business travel world where although telepresence is making an impact and providing one potential alternative to travel especially in a downturn, it hasn't replaced it.
Futurologists have been encouraging the travel industry to embrace virtual reality for more than five years but the technology is put to better use in improving the research and buying experience rather than trying to replace travel and holidays.
This isn't the first rumour of Apple's thinking in the TV direction, the company filed a patent last year for a TV displaying holographic images.