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AppleTV functionality really only makes sense for a standalone television since you can stream video on macOS already either via the web or via an app.

And I think the plans for a standalone television passed when Jobs did (and AppleTV hardware again became a "hobby" rather than a serious product line). I expect he was the force behind what would become the TV App and Cook and Company did not have the Force of Personality that Jobs did to bend all the cable and streaming companies to his will and make the TV App - which was supposed to be a one-stop-shop for all your streaming and cable content - what he planned it to be. I also expect the idea for what is now AppleTV+ started with him.
I don’t think Apple never the intention to have a TV set on their plans, even when Jobs was alive. TV sets are notorious to have very thin profit margins and due to their massive sizes, would not be an easy product to store and ship adding too many infrastructure costs to the operation. Add to the younger generations watching everything on phones/tablets/laptops, I believe we will never see it. Apple is better served adding functionality to the ATV box that can be used in any TV set.
 
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I have 1 LG 5K and 2 4Ks all 27", and now that the M1Max supports lots of displays again, I am thinking of how to get a 4th 27"!

I love external displays!
 
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27%22 Apple Monitor.jpg


Since I haven't seen a mock up yet, this is a VERY VERY ROUGH (i.e. five minute messy photoshop job) of what a 27" Apple Branded Monitor may look like. Based on 24" iMac, larger screen, no chin, black bezels (please for the love of god let them be black).
 
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