Between 2009 and 2011, rumours began surfacing that Apple was planning to launch its own TV. However, it never materialised. Now, 15 years later, Bloomberg’s Mark Gurman reports that the idea is once again being discussed.
In his Power On newsletter, Gurman writes that Apple is “evaluating the possibility of creating an Apple-branded television.” No details of a potential product have been revealed, but it is said that this could become one of several new smart home products that Apple may release – especially if the rumoured wall-mounted smart home hub becomes successful.
The idea still appears to be in its early stages, meaning a launch (if it even materialises) is several years away. Nevertheless, it opens up an exciting possibility: Apple could compete directly in the television industry. At the moment, the company only sells Apple TV media boxes that are used to stream content on existing TV sets.
The question is how Apple would position itself in a market saturated with high-quality options from brands like LG and Samsung, which already support Airplay, Homekit and Apple TV+. An Apple-branded one would likely offer even deeper integration with the company’s ecosystem and probably a top-notch design.
However, the TV market is known for its fierce competition and low profit margins. If Apple goes ahead with the idea, it is possible that the company will go for an exclusive, high-quality TV for the premium segment.
14 years ago, Apple’s CEO, Tim Cook, said that they had no interest in entering the television market. However, much has changed since then, and Apple’s future strategy remains to be seen.
This article originally appeared on our sister publication Macworld Sweden and was translated and adapted from Swedish.
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