Apple has long been rumored to make waves in the television industry, but the product never became a reality. Between 2009 and 2011, Apple was rumored to foray into television market. Steve Jobs was planning to launch a TV with easy controls and a simple user interface. He also told biographer Walter Isaacson that he had “cracked” the concept of reinventing the TV with “the simplest user interface you could imagine.” However, despite the buzz, Apple’s TV never materialized.
Now, over a decade later, rumors about Apple’s smart TV again resurfaced. According to Bloomberg’s Mark Gurman in his Power On newsletter, Apple is once again “evaluating” the idea of creating its own TV set. He hinted that it could be part of a broader range of smart home devices Apple is exploring.
If Apple proceeds with a TV, the product is likely years away from becoming a reality. Currently, Apple’s presence in the TV space is limited to the Apple TV streaming box. Apple streaming box integrates well with existing TVs to provide a smart TV experience. But it doesn’t fully represent the brand’s design ethos or ecosystem.
The dedicated smart TV product can offer unprecedented integration with Apple’s ecosystem, including seamless connectivity with devices like iPhones, iPads, and HomePods. It could also feature a premium design that reflects Apple’s brand identity.
Apple’s entry into the TV market will also be not easy. We already have established players like LG, Samsung, Sony, and TCL. The product also has slim profit margins. Most of the popular smart TVs already support AirPlay, HomeKit, and Apple TV+. So, it will be hard for Apple to provide significant differentiation with Apple-branded TVs.
A high-end TV with innovative features and unmatched integration with the Apple ecosystem could find a niche audience. However, consumer habits and smart home technologies have changed a lot in recent years. Smart TVs are becoming popular. This is the reason several smartphone brands have also jumped into the segment. Apple may now also see an opportunity to make its mark.
