It would be great to have an Apple Television.
But it’s very unlikely to happen. I would not hold my breath at all.
As
@kurtatx &
@AEWest correctly said, “TV is a loser business.” —> AKA Being a TV manufacturer (even high-end smart TVs) is a LOW-PROFIT-MARGIN business.
Apple already has their hands VERY FULL now with their 3 main R&D priorities:
1. WEARABLES —> APPLE GLASS/GOGGLES:
- Apple has already successfully launched two new wearables platforms so far: (a) on your wrist (Apple Watch), (b) on your ears (AirPods). The 3rd wearable platform is....Apple Goggles/Apple Glass. (= on your eyes)
- APPLE GLASS (AR/VR mixed reality glasses): This is THE next revolutionary device, and has great potential — potentially a “smartphone-killer”. But more likely it will become as popular as the smartphone, ie we will all need or want one.
- Apple will launch with the Apple Goggles (AR/VR mixed reality goggles) first in ~2022-2023, and after a few years/iterations they will improve upon them and then launch Apple Glass (potentially a game-changer device).
- It’s hard to fully predict the impact (of Apple Glass) on our lives, but over the next 5-10 years after they’re launched, I expect many many people to own a pair of Apple Glass.
- Apple’s Apple Glass team are fully dedicated to this, and I fully support Apple in this.
- This is also why Siri, Smart Home Hub/IoT (including Apple TV, HomePod, HomePod mini), Apple Maps, Apple Fitness+/Apple Music/Apple TV+/etc are all vitally important to Apple’s ecosystem, because all these services will be seamlessly integrated into the Apple Glass mixed reality (AR/VR) displays. Apple is already working on improving Siri’s web search/Siri Shortcuts/etc capabilities, and improving all these devices & services I’ve just listed.
2. Apple Car
- This will likely be a fully-self-driving car, although Apple may choose to release an initial non-full-self-driving version first, as they get to grips with car manufacturing with Foxconn/other contract car manufacturers.
- Huge huge project. Potentially transformative also, though it will take time.
3. Apple Silicon, AI (machine learning), and all other areas of Apple (Hardware, Software, and Services)
- Continuing to seek improvements/innovations & excel in all their current markets
Apple may have a very large $200+ billion war chest that they’re sitting on, but
their BIGGEST LIMITATION is their TIME & ATTENTION.
The Apple ID (Industrial Design) team can only focus their innovative efforts on
a limited number of areas.
My educated guess is that
- they will create some key high-profit Smart Home/IoT devices that are INTEGRAL to the HomeKit & Apple ecosystem — eg. HomePod Max/Video HomePod, ?a soundbar, HomePod mini, Apple TV
- And leave the low-profit areas to other companies. Eg. Making TV sets, smart light bulbs, Google/Amazon areas of strength (ie. Google in search, Amazon in retail & cloud computing services)
So
- Apple TV (set-top box), plus
- the “Apple TV” app on iOS/iPadOS/macOS
serves as Apple’s vision for television.
Together, they already do most of what Apple needs from the TV.
I feel it’s very unlikely that in the Smart Home IoT market — that Apple will go beyond selling a few HomePod products + the Apple TV (+/- any new Smart Home/IoT device invented in the future, that becomes ESSENTIAL for HomeKit & Apple ecosystem).