According to Harry McCracken at PC World, it might be.
Australian site Smarthouse is reporting that insiders at a Taiwanese manufacturing center are saying that Apple is definitely working on its own phone.
Harry writes, "I'll believe it when Steve Jobs pulls it from his jeans pocket at a keynote and pronounces it incredible, but it does seem like a logical move. I'm not sure if there's a single phone in the world that's at good at doing what it does as the iPod is at doing what it does. A terrific music phone could be the kind of game-changing product that's Apple's core competency."