It’s 2009 Again: Apple is Apparently Reconsidering Making a TV

Between 2009 and 2011, tech enthusiasts were repeatedly captivated by rumors that Apple was preparing to release its own television. There were whispers of an innovative TV with the trademark Apple design and ease of use, but despite all the buzz, it never happened.

Fast-forward to today, and that idea seems to be on the table once again. According to Bloomberg’s Mark Gurman, Apple is revisiting the concept of creating an Apple-branded TV, though details are still sparse. In his Power On newsletter, Gurman revealed that Apple has been “evaluating” the possibility of designing a television. While he did not offer specifics on the TV itself, Gurman hinted that it could become part of a broader push into smart home products—should Apple’s much-discussed wall-mounted smart home hub prove successful.

Though this marks the second time Apple has been linked to the TV space, it’s important to remember that we’re still in the early stages of development. Apple is reportedly only beginning to evaluate the possibility of entering the television market. If this idea does come to life, it could be years before a product is officially unveiled. That said, the prospect of Apple entering the television business, with all the innovation the company is known for, sparks excitement. At present, Apple’s TV-related offerings are limited to the Apple TV streaming box, which connects to a traditional television and gives users access to Apple’s entertainment services like Apple TV+.

So, what would an Apple-branded TV actually look like, and how would it compete in an already saturated market? For starters, Apple would need to differentiate itself from the likes of LG, Samsung, and Vizio, who already offer a range of TVs featuring Apple’s ecosystem, including AirPlay, HomeKit, and Apple TV+ built-in. The big question: how could Apple raise the stakes? One possible answer is that Apple could offer even deeper integration with its growing ecosystem of devices—an approach that might make its television an even more seamless extension of the smart home.

It’s safe to assume that an Apple TV would be designed to meet the company’s high standards for aesthetics and functionality, potentially setting a new benchmark for the premium television market. Apple’s reputation for sleek, minimalist designs and user-friendly interfaces could lead to a TV that combines form and function in a way that few competitors could match.

On the upcoming Apple home hub:

If it does catch on, it will help set the stage for more. Apple is working on a high-end AI companion with a robotic arm and large display that could serve as a follow-up. The company could also put more resources into developing mobile robots,…

— Mark Gurman (@markgurman) November 17, 2024

However, the TV market is known for its cutthroat competition and razor-thin profit margins, particularly in the budget and mid-range segments. If Apple were to succeed, it might choose to focus on the high-end market, positioning its TV as a luxury product aimed at affluent consumers. The company’s reputation for creating premium products—such as the iPhone, MacBook, and even its lineup of accessories—suggests that an Apple-branded TV might follow the same path, offering a sleek design, advanced features, and superior performance, but at a premium price.

Before his death in 2011, Apple co-founder Steve Jobs spoke with biographer Walter Isaacson about his vision to “reinvent” the television. Jobs claimed he had “finally cracked it” and envisioned a TV with “the simplest user interface you could imagine.” He was known for his obsession with making technology accessible to everyone, and his comments sparked excitement about what an Apple TV might bring to the market. The idea of a “revolutionary” TV from Apple created a lasting sense of anticipation that never quite dissipated, even after the company pivoted its focus to other products.

Yet, in 2010, Tim Cook, then Apple’s COO and now its CEO, dampened the rumors by stating that Apple had “no interest in being in the TV market.” That comment has lingered in the public consciousness for years, adding fuel to the fire whenever new rumors about an Apple TV surface. But a lot has changed since Cook made that statement. Apple’s evolving business strategy, including its major push into services like Apple TV+ and its expanding smart home offerings, could be paving the way for a new approach to television. As the company continues to expand its product ecosystem, it’s not entirely out of the realm of possibility that a television—complete with Apple’s signature integration—could be on the horizon.

For now, though, it’s still just a rumor. The TV industry is fiercely competitive, with many established players holding a firm grip on the market. It remains to be seen whether Apple would enter this crowded space and how it would differentiate itself from other brands. The prospect, however, is tantalizing: a TV from Apple could promise groundbreaking features, seamless integration with other Apple devices, and an unmatched user experience. If Apple can take on the TV industry in the way it has revolutionized music, smartphones, and tablets, the potential for disruption is enormous.

For now, we’ll have to wait and see whether this ambitious idea evolves into a product we can actually hold in our hands. But one thing is for certain: Apple’s consideration of a TV is a reminder that in the tech world, no idea is ever truly gone for good. With its vast resources and track record of transforming industries, Apple’s potential for reshaping the television landscape remains very much alive. Time will tell whether the next chapter in this story will be one of reinvention or simply another unfulfilled promise.