Apple has long been rumored to be considering an entry into the television market, with whispers of an Apple-branded TV set dating back to the late 2000s. This concept gained prominence when Steve Jobs reportedly told biographer Walter Isaacson in 2010 that he had “finally cracked it,” describing his vision for a revolutionary television with an interface that would be “completely easy to use.” However, the idea was shelved in favor of the Apple TV set-top box, which Apple subsequently referred to as a “hobby.”

Now, over a decade later, the possibility of an Apple-branded TV set has resurfaced. According to Bloomberg’s Mark Gurman, Apple is revisiting the idea as part of its broader push into the smart home ecosystem. The company is already gearing up to launch several smart home devices, including a wall-mounted 6-inch display expected in early 2025. This display, dubbed by some as “HomePad,” is designed to act as a hub for HomeKit-compatible devices. Gurman suggests that the success of this product could determine whether Apple moves forward with its TV project.

Apple’s history with the television market reflects its cautious approach. During the early 2010s, Tim Cook, then Apple’s COO, dismissed the idea, stating that Apple had “no interest in being in the TV market.” Instead, the company focused on improving the Apple TV box, adding features like AirPlay and extending the Apple TV app to various smart TVs. Despite these efforts, Apple TV+ currently holds only a 3% share of the streaming market, a figure that includes both standalone Apple TV devices and integrations with third-party televisions.

The success of an Apple-branded TV would likely hinge on its ability to differentiate itself from competitors. Many smart TVs already support Apple TV+, AirPlay, and HomeKit, which raises questions about what unique value Apple’s own set could bring to the table. Gurman speculates that Apple could consider a high-end model with superior display technology, possibly leveraging its expertise in OLED and Retina displays. However, such a move would inevitably come with a hefty price tag, potentially limiting its appeal in a market known for tight profit margins.

The rumor of an Apple TV set remains speculative at this stage. Bloomberg suggests that the project is in its early stages, with no concrete timeline for a launch. Any progress would depend on the reception of Apple’s forthcoming smart home devices, particularly its wall-mounted hub. If successful, this could pave the way for a suite of complementary products, including the long-awaited TV.

(via Bloomberg)

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