Toshiba has applied for BDA membership, and their CEO has said that the time for Blu is "now"

www.blu-ray.com/news/?id=3228

Apple will also be adding blu ray support to Itunes 9 and Apple Insider says that Blu ray will be a feature on their new Imac lineup.

That is all.

its seems to be gathering quite a bit of steam at the moment

Please make this thread again but make it in off-topic.

There was someone on this website that told me that Apple would never use Blu-ray in any of their computers, since it would never be a viable format. I wonder who or where that person is.

any guesses on how much it will cost to equip an imac with a blu ray drive?

My guess is it will be included with the most expensive imac (right now that's the 24 inch), and be a $249 option on other imacs. Remember that Imacs use laptop optical drives.