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

[MacRumors]

Between around 2009 and 2011, it was repeatedly rumored that Apple would be releasing a TV, but that obviously never happened.

Now, a decade-and-a-half later, Bloomberg's Mark Gurman says the idea is back on the table.

In his Power On newsletter today, Gurman briefly mentioned that Apple has been "evaluating" the "idea of making an Apple-branded TV set." He did not provide any further details about the TV, but he said it could be one of several new smart home devices that Apple releases if its rumored wall-mounted smart home hub is successful.

It sounds like Apple is still in the very early stages of considering a TV, so it is likely years away from launching, if it ever comes to fruition. Nevertheless, it reignites the exciting possibility of Apple competing in the TV-set industry in a more direct way. Currently, the company only sells the Apple TV box that connects to a TV for streaming.

It remains to be seen how Apple would compete with other TV brands in terms of display specifications, features, and pricing. A wide range of TV sets from brands like LG, Samsung, and Vizio already offer AirPlay, HomeKit, and Apple TV+, but an Apple-branded TV could have even deeper integration with the Apple ecosystem of devices. Apple's TV would almost certainly offer a very premium design as well.

The TV-set industry is known to be very competitive with low profit margins, but perhaps Apple could release a high-end TV.

Before he sadly passed away in 2011, Steve Jobs told his biographer Walter Isaacson that he planned to reinvent the TV, saying that he had "finally cracked it." He added that it would have had "the simplest user interface you could imagine."

In 2010, however, Apple's then-COO, now-CEO Tim Cook said the company had "no interest in being in the TV market." Of course, it has been a long time since he made that comment, and things can always change. We shall see.

Article Link: It's 2009 Again: Apple is Apparently Reconsidering Making a TV

 

[MCFS]

Insta-buy.

 

[dmr727]

Wake me when someone decides to make a 'dumb' TV again. Something with a gorgeous display that does absolutely nothing except display whatever content I feed into it via a variety of ports.

Is that too much to ask???

 

[Cheruman]

The power socket will be in the centre of the screen

 

[Seanm87]

Wake me when someone decides to make a 'dumb' TV again. Something with a gorgeous display that does absolutely nothing except display whatever content I feed into it via a variety of ports.

Is that too much to ask???

You know any TV can still do that?

 

[T'hain Esh Kelch]

Yeah, I don't believe that. The TV market is notoriously fierce, and with small margins, which Apple hate. There's also absolutely zero Apple can deliver that they other can't, other than built in FaceTime and an Apple TV box. And since you get Apple TV+ on other TVs now anyway, there's practically zero reason for delivering the latter. That is especially the case since Apple don't really care about attracting developers to develop for the Apple TV platform.

 

[dmr727]

You know any TV can still do that?

Sadly, no I don't. In the meantime I've gotta sit around a wait for my TV to boot.

 

[the future]

Yes please. Should be quite easy, too. The only OLED panel suppliers right now are LG and Samsung, both of which Apple already does extensive business with for iPhone and iPad panels. Just put Apple Silicon power inside plus the Apple TV UI (and maybe nicer integrated audio) and you‘re good to go.

 

[BelgianChoklit]

I can see it now. 60Hz "Apple TV" for 1999€.

 

[Chungry]

Wake me when someone decides to make a 'dumb' TV again. Something with a gorgeous display that does absolutely nothing except display whatever content I feed into it via a variety of ports.

Is that too much to ask???

100% this. Smart TVs have nothing to offer me. And I really don’t think Apple could be successful in bringing a TV to market. I can see it now, $5k for a 42” OLED TV with 120hz. But it’s “le best design ever” and center stage 720p webcam. Suckers will eat it up, and then in 5 years it’s vintage.

 

[TheAppleGuySL]

They should call it "Apple TV Studio"

• Powered by M4
• 65" MiniLED / OLED Screen
• Probably would cost something like $6999

 

[Macalicious2011]

Isn’t the Vision Pro a TV?


Other than the ultimate tv combo is Apple TV + LG C1/C2/C3

 

[johntherazz]

I suspect this probably refers to them possibly permitting TV on the new HomePod-with-a-screen (which may have some value, if you’re using it somewhere like a kitchen)

 

[Seamaster]

Wake me when someone decides to make a 'dumb' TV again. Something with a gorgeous display that does absolutely nothing except display whatever content I feed into it via a variety of ports. Is that too much to ask???

I was pleased that my new Sony, my first new TV in 18 years, gave me the option to set it up as a dumb TV with the Sony interface, rather than all that Google crap.

 

[H.E. Pennypacker]

Nope. First off it won’t be over 80” so that’s an automatic pass for me. I thought my 83” G4 was pricey I couldn’t imagine what apple would change for an 83” TV. I’d bet $6-8k

 

[omenatarhuri]

Yeah, I don't believe that. The TV market is notoriously fierce, and with small margins, which Apple hate. There's also absolutely zero Apple can deliver that they other can't, other than built in FaceTime and an Apple TV box. And since you get Apple TV+ on other TVs now anyway, there's practically zero reason for delivering the latter. That is especially the case since Apple don't really care about attracting developers to develop for the Apple TV platform.

They can sell their stuff with amazing margins. They’ve shown this time and again in numerous markets where others compete with price.

 

[Lounge vibes 05]

100% this. Smart TVs have nothing to offer me. And I really don’t think Apple could be successful in bringing a TV to market. I can see it now, $5k for a 42” OLED TV with 120hz. But it’s “le best design ever” and center stage 720p webcam. Suckers will eat it up, and then in 5 years it’s vintage.

You joke, but this really would be the problem.
It would be a Samsung or LG panel, marked up so Apple could have their profit margins, with the most ridiculously over engineered design you can imagine.
And then we end up with the same problem the iMac has, if the very expensive TV dies, everything else does as well.
At least with an Apple TV box, if it dies, you just have to replace the box.

 

[Chungry]

Isn’t the Vision Pro a TV?


Other than the ultimate tv combo is Apple TV + LG C1/C2/C3

I have an LG precisely because it supports Gsync. If Apple can’t bring that to the table for gamers it’s a non-starter (hint: they won’t because they don’t get gaming)

 

[russell_314]

Wake me when someone decides to make a 'dumb' TV again. Something with a gorgeous display that does absolutely nothing except display whatever content I feed into it via a variety of ports.

Is that too much to ask???

This would be awesome! The current version of a TV is like buying an iMac with limited support for use as an external monitor.

Why can’t we get a non smart TV (monitor) and then buy an Apple TV/ Roku (Mac mini/ PC) separate?

 

[1037]

who needs a $10,000 60hz TV?

 

[russell_314]

I have an LG precisely because it supports Gsync. If Apple can’t bring that to the table for gamers it’s a non-starter (hint: they won’t because they don’t get gaming)

If you know what G-sync is, you’re not the target for playing games on the Mac. I don’t believe the Mac will ever be targeted at the serious PC gaming market. It’s targeted at people who play consoles and would like to play a few games on their Mac.

I love the serious gamers who try to make it work as a challenge. It’s the equivalent of driving screws with a hammer. Sure you can do it but you have to ask yourself, why are you doing it? If you’re doing it because there’s a select few games you like on the Mac then it makes sense. If you’re doing it just to be different then it really doesn’t make sense.

 

[Chungry]

who needs a $10,000 60hz TV?

IF Apple does this they will gimp the TV with some awful refresh rate and then try and say -no you see it’s the equivalent of 240hz on other TVs with out silicon. Sort of like the lies surrounding needing less RAM for MacOS when any CS major will tell you it’s a crock of Dookey

 

[Macalicious2011]

I have an LG precisely because it supports Gsync. If Apple can’t bring that to the table for gamers it’s a non-starter (hint: they won’t because they don’t get gaming)

My lg C1 has been a perfect dumb tv. Work’s brilliantly with my atv4k, series x, 4070ti super pc, Nintendo switch And Samsung q950t with rear speakers. No bugs or sound thats out of sync. 4k, 120hz, Dolby vision, atmo you name it. It all works! Apples software and format support would need to be 10/10.

 

[Porco]

They could the TV ‘Apple Vision Pr-…’
Oh, never mind.

 

[Biro]

This would be awesome! The current version of a TV is like buying an iMac with limited support for use as an external monitor.

Why can’t we get a non smart TV (monitor) and then buy an Apple TV/ Roku (Mac mini/ PC) separate?

Well, you CAN buy a smart TV with a panel you like and leave the “smart” section disconnected from the internet while using an Apple TV box. That’s what I do. I guarantee you economies of scale ensure a true “dumb” TV would cost no less.