It's 2009 Again: Apple is Apparently Reconsidering Making a TV

Between around 2009 and 2011, it was repeatedly rumored that Apple would be releasing a TV, but that obviously never happened.

Apple TV 4K hero 221018 feature
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.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Don't Buy)

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Top Rated Comments

dmr727 Avatar
19 weeks ago
Wake me when someone decides to make a 'dumb' TV again. Something with a gorgeous display that does absolutely nothing except display whatever content I feed into it via a variety of ports.

Is that too much to ask???
Score: 166 Votes (Like | Disagree)
Cheruman Avatar
19 weeks ago
The power socket will be in the centre of the screen
Score: 99 Votes (Like | Disagree)
BelgianChoklit Avatar
19 weeks ago
I can see it now. 60Hz "Apple TV" for 1999€.
Score: 52 Votes (Like | Disagree)
T'hain Esh Kelch Avatar
19 weeks ago
Yeah, I don't believe that. The TV market is notoriously fierce, and with small margins, which Apple hate. There's also absolutely zero Apple can deliver that they other can't, other than built in FaceTime and an Apple TV box. And since you get Apple TV+ on other TVs now anyway, there's practically zero reason for delivering the latter. That is especially the case since Apple don't really care about attracting developers to develop for the Apple TV platform.
Score: 39 Votes (Like | Disagree)
Chungry Avatar
19 weeks ago

Wake me when someone decides to make a 'dumb' TV again. Something with a gorgeous display that does absolutely nothing except display whatever content I feed into it via a variety of ports.

Is that too much to ask???
100% this. Smart TVs have nothing to offer me. And I really don’t think Apple could be successful in bringing a TV to market. I can see it now, $5k for a 42” OLED TV with 120hz. But it’s “le best design ever” and center stage 720p webcam. Suckers will eat it up, and then in 5 years it’s vintage.
Score: 29 Votes (Like | Disagree)
dmr727 Avatar
19 weeks ago

You know any TV can still do that?
Sadly, no I don't. In the meantime I've gotta sit around a wait for my TV to boot. :p
Score: 28 Votes (Like | Disagree)