Will Apple finally deliver the TV set we’ve always wanted?

Apple may have not given up on TV sets, as recent reports indicate a renewed interest in developing its own television model. Over a decade after Steve Jobs envisioned a revolution in the TV industry, now Apple is reportedly reconsidering entering the market again. This re-evaluation comes amid speculation about a new smart home device expected in spring 2025.

Steve Jobs initially sought to transform the television landscape with an easy-to-use, Apple-branded TV set before his untimely death halted plans. According to Bloomberg, Apple is once again “revisiting the idea of making an Apple-branded TV set.” However, the company is still in the evaluation phase, leaving many details about potential product development unclear.

Currently, Apple markets the Apple TV streaming boxes, providing users with various features that integrate with the Apple ecosystem, including FaceTime calls and access to Fitness Plus. An Apple TV set would likely incorporate the tvOS software, potentially adding enhanced features like a built-in FaceTime camera. Despite this renewed interest, indications suggest that a launch is not imminent; the details remain vague, suggesting nothing concrete is on the horizon for the near future.

In the context of this speculation, Apple is primarily focused on releasing a new smart home device. This iPad-like device aims to serve as a centralized hub for users’ smart home technology, with a potential announcement planned for spring 2025. The shift in focus implies that while Apple is contemplating a TV set, the primary direction is toward enhancing smart home integration.

Apple’s first foray into smart home camera market

Despite the persistent rumors of a television product, analysts point out the challenges Apple would face entering the saturated TV market. For over 15 years, rumors have circulated regarding an Apple-built TV, with many considering the Apple TV as a “hobby” project rather than a primary revenue driver for the company. Tim Cook historically expressed disinterest in the television sector, emphasizing that Apple would need to bring something unique to the market to succeed.

The Apple TV+ streaming service, while gaining some traction, captured only 3% of the market share in 2022. This statistic illustrates the competitive nature of the streaming landscape, prompting Apple to broaden access to its services across various platforms. With numerous smart TVs now integrating Apple TV capabilities, it raises the question of how an Apple-branded television would differentiate itself.

Featured image credit: Kelly Sikkema/Unsplash