An analyst with Monness, Crespi, Hardt & Co says rumors are circulating stating that Apple may be interested in acquiring TiVo, causing the stock of the company to jump 18 percent on Wednesday and an additional 8 percent in early trading Thursday. Although Apple has expressed no desire to enter the DVR market, that hasn't stopped the rumor mill.

"What we hear on the street is that Apple is interested in their business and that they are a takeout target," said analyst Steven Kroll. With a market valuation of $300 million, TiVo may be an easy target for Apple, which is riding high on the success of its iPod. TiVo CEO Michael Ramsay, however, has asserted that his company is not for sale.