IKEA to sell new line of flatscreen TVs. But will I have to assemble it myself?

While we’re waiting for Apple to disrupt TV-as-we-know-it, how about IKEA? IKEA is applying its design-sense to home electronics. It’s new Uppleva line of TVs and Blu-ray players will be available first in Europe this summer, then more widely.

The IKEA insight: treat it like what it is — a piece of furniture. Watch this much-too-long self-promotional video from IKEA to see what they’re talking about.