As we approached the end of the 2000s, whispers began circulating about Apple’s interest in producing a television set—a legitimate TV, not just a streaming gadget like the Apple TV. Steve Jobs even expressed that he had a clear vision for how this product could fit into Apple’s offerings. Unfortunately, this vision was never realized prior to his death. Recently, in the Power On newsletter, Mark Gurman suggested that Apple might be contemplating a comeback to the idea of launching an Apple-branded television.
While Gurman provided limited details, he noted that this discussion arose in the context of Apple’s forthcoming smart home device launches. His comments about the TV set—labeling it as “something [Apple] is evaluating”—are significant. Gurman implies that the decision to reenter the TV market could hinge on the success of these new home gadgets, especially since Apple’s HomeKit platform has not gained as much traction or support as its competitors.
Should Apple decide to release its own television, it will encounter significant challenges. The market is already saturated with strong contenders like Samsung, Vizio, and Sony. Additionally, there are two fundamental hurdles Apple must navigate. Gurman did not comment on the potential price point, but one can easily assume that an Apple TV would come with a hefty price tag, as the so-called “Apple tax” is well-known for driving up costs of devices bearing the Apple brand.
Furthermore, Apple will need to distinguish itself from the competition. Offering built-in streaming features for the Apple TV, akin to how many current models integrate Chromecast, could be a game-changer. It’s crucial for Apple to innovate in display technology and provide consumers with compelling reasons to choose its offerings over more affordable options from established brands. If Apple can incorporate Retina display technology across its TV lineup, it might create a compelling product that justifies the premium.
