Apple has long been rumored to be considering the creation of its own television. In an intriguing conversation before his passing in 2011, co-founder Steve Jobs hinted to biographer Walter Isaacson that he had figured out how to make an Apple TV that would stand out. However, despite that promise, Apple has not yet launched a dedicated television, choosing instead to focus on its Apple TV set-top box.
According to Mark Gurman from Bloomberg, Apple even went so far as to build prototype televisions with large screens that could double as touchscreen devices like a Mac or iPad. However, the project was eventually scrapped. The company assessed the TV market and concluded that it did not want to enter a business with slim profit margins, especially where consumers are not keen on frequently purchasing new TVs. The high costs associated with such a venture were also a significant factor in their decision.
In 2019, Apple reconsidered the television idea as part of a broader strategy for Apple TV. Ultimately, the company opted to make its streaming app available on TVs manufactured by other brands instead.
Now, with Apple focusing on several smart home products, including a wall-mounted tablet, Gurman indicates that the idea of a full-fledged Apple TV is back on the table. However, the company’s executives may still be deterred by the same market challenges and costs that led to the project’s initial halt.
