It’s no secret that Apple is exploring the possibility of building a television. Before his death in 2011, founder Steve Jobs told biographer Walter Isaacson that “eventually he’s going to screw it up,” but no full-fledged Apple TV (as opposed to an Apple TV set-top box) has appeared in years. since.
Bloomberg’s Mark Gurman reports that Apple even built full-scale prototypes with a large display that could function as a touch screen for a Mac or iPad. But Apple eventually stopped the project after evaluating the TV market and deciding not to compete in a low-end business where consumers rarely buy new products. And the problem: high costs.
The company reportedly considered the idea of a TV back in 2019, as it considered the future of Apple TV, but decided to bring its own operating system and streaming subscription to televisions made by other companies.
Now, as the company develops a slew of smart home devices (including a wall-mounted tablet), Gurman reports that a full-fledged Apple TV is on the table again — though executives may be held back again by that market and similar costs. features.
