Apple has long been interested in an original television. Before Steve Jobs died in 2011, he told his biographer, Walter Isaacson, that he finally “cracked it” for an original television before his death. Still, after many years of thinking over an original television, no specific television has been officially produced by the company from the Apple TV set top box.
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Bloomberg’s Mark Gurman published that Apple had once actually prepared prototypes for a major screen to be used as also the touchscreen Mac or the iPad. The company shelved it soon after it analyzed television sales and realized the pains this market brought. Small profits, infrequent home-based purchases, and substantial cost of production made such ventures unappealing for this company.
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In 2019, Apple revisited the idea while exploring the future of its Apple TV brand. Instead of creating a new TV, the company decided to expand its app and streaming service to appear on televisions from other companies.
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Recent efforts by Apple to develop some smart home devices, like the wall-mounted tablet, reignited interest in a proper Apple TV. However, challenges in the market and higher production costs may again give the company a reason not to pursue the project.
