Between 2009 and 2011, rumors began to surface that Apple was planning to launch its own TV. However, this never came to fruition. Now, 15 years later, Bloomberg’s Mark Gurman reports that the idea is being discussed again.
In his Power On newsletter, Gurman writes that Apple is “evaluating the possibility of creating an Apple-branded TV.” No details on a potential product have been revealed, but it is rumored that this could become one of several new smart home products that Apple could release – especially if the smart home wall hub is rumored is successful.
The idea still appears to be in its early stages, meaning a launch (if it comes to fruition) is several years away. Still, this opens up an interesting possibility: Apple could compete directly in the TV industry. At the moment, the company only sells Apple TV media boxes used to stream content to existing TVs.
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 model would likely offer even deeper integration with the company’s ecosystem and likely top-notch design.
However, the television market is known for its fierce competition and low profit margins. If Apple pursues this idea, it is possible that the company will opt for an exclusive and high-quality TV for the premium segment.
14 years ago, Apple CEO Tim Cook said they had no interest in entering the TV market. However, a lot has changed since then and Apple’s future strategy remains to be seen.
This article was originally published in our sister publication Macworld Sweden and was translated and adapted from Swedish.
