Between around 2009 and 2011, it was repeatedly rumored that Apple would be releasing a TV, but that obviously never happened.
Now, a decade-and-a-half later, Bloomberg's Mark Gurman says the idea is back on the table.
In his Power On newsletter today, Gurman briefly mentioned that Apple has been "evaluating" the "idea of making an Apple-branded TV set." He did not provide any further details about the TV, but he said it could be one of several new smart home devices that Apple releases if its rumored wall-mounted smart home hub is successful.
It sounds like Apple is still in the very early stages of considering a TV, so it is likely years away from launching, if it ever comes to fruition. Nevertheless, it reignites the exciting possibility of Apple competing in the TV-set industry in a more direct way. Currently, the company only sells the Apple TV box that connects to a TV for streaming.
It remains to be seen how Apple would compete with other TV brands in terms of display specifications, features, and pricing. A wide range of TV sets from brands like LG, Samsung, and Vizio already offer AirPlay, HomeKit, and Apple TV+, but an Apple-branded TV could have even deeper integration with the Apple ecosystem of devices. Apple's TV would almost certainly offer a very premium design as well.
The TV-set industry is known to be very competitive with low profit margins, but perhaps Apple could release a high-end TV.
Before he sadly passed away in 2011, Steve Jobs told his biographer Walter Isaacson that he planned to reinvent the TV, saying that he had "finally cracked it." He added that it would have had "the simplest user interface you could imagine."
In 2010, however, Apple's then-COO, now-CEO Tim Cook said the company had "no interest in being in the TV market." Of course, it has been a long time since he made that comment, and things can always change. We shall see.
