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It’s no secret that Apple has explored the possibility of building a TV. Before his death in 2011, co-founder Steve Jobs told biographer Walter Isaacson that he had “finally solved the problem,” but a full Apple TV (as opposed to an Apple TV set-top box) has not appeared in recent years. since.
Bloomberg’s Mark Gurman reports Apple has gone so far as to build full-scale prototypes with a large display that can also function as a touchscreen Mac or iPad. But Apple eventually shelved the project after examining the TV market and deciding not to compete in the low-margin business where consumers rarely buy new products. Also an issue: high costs.
The company reportedly considered the TV idea back in 2019, as it was considering future paths for Apple TV, but decided instead to bring its app and streaming subscription to TVs made by other companies.
Now, with the company developing a number of smart home devices (including a wall-mounted tablet), Gorman reports that a full Apple TV is once again on the table — although the same market and cost could once again be dissuaded as factors.
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