It’s no secret that Apple has looked into the idea of making its own television. Before he passed away in 2011, Steve Jobs, one of the company’s founders, told his biographer Walter Isaacson that he had figured out how to create a revolutionary TV. However, even after that, Apple never actually produced a full- sized television that you could hang on your wall or place in your living room. They only released a small device called the Apple TV box that connects to regular TVs.
According to a report from Mark Gurman at Bloomberg, Apple actually went so far as to create full-sized prototypes of a television that could also act like a touchscreen computer or tablet, similar to an iPad. But after looking closely at the television market, Apple decided to stop this project. They found that the TV industry operates on very slim profit margins, meaning there isn’t a lot of profit to be made. In addition, people don’t tend to buy new TVs very frequently, which posed another challenge for Apple. The costs involved in developing and producing their own TV were also quite high.
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In 2019, Apple considered giving the TV idea another shot while thinking about how to expand its Apple TV streaming service. However, they ultimately decided to focus on making their apps and subscription services available to televisions made by other companies instead of creating a new Apple television.
Now, Apple is working on several smart home devices, such as a tablet that can be mounted on walls. Gurman has reported that Apple is contemplating the idea of creating a complete Apple TV once more. However, company executives might still hesitate to move forward because of the same concerns about market competition and costs that they faced before.
