By According to a report, Apple considered developing a fully functional television set with touchscreen features before introducing the Apple TV app and Apple TV set-top box. Prototypes for these devices were reportedly completed, aligning with Steve Jobs’ declaration before his death that he had “cracked the code” for an Apple television. However, this concept never came to fruition.
As reported by Bloomberg’s Mark Gurman, Apple co-founder Steve Jobs revealed to biographer Walter Isaacson in 2011, shortly before his passing, that he had “finally cracked it.” He was referring to prototypes of large displays designed to function as a touchscreen Mac or iPad. Jobs envisioned the product seamlessly integrating with other devices and the iCloud service, boasting “the simplest user interface imaginable.”
Why Apple Abandoned Its Ambitious TV Project
- Low-Profit Margins in the TV Market
Apple concluded that televisions offered minimal profit margins compared to their other products. Unlike iPhones, iPads, or Macs, which consumers upgrade frequently, TVs are replaced much less often, making the market less lucrative. - High Manufacturing and Logistics Costs
The production costs for the envisioned TV were significantly high, and the expense of shipping such large devices from factories to consumers’ homes added to the challenges.
Gurman highlighted that the project never progressed as far as the Apple Watch, Vision Pro, or even the discontinued self-driving car initiative. At the time, Apple heavily relied on frequent upgrades of its core products, a strategy incompatible with a low-margin device lacking regular upgrade potential.
Apple’s Continued Expansion into Home Entertainment and Smart Devices
- Apple’s TV Strategy Evolves
Despite shelving its full-fledged TV plans, Apple remains committed to reaching consumers’ living rooms. The company offers the Apple TV streaming box and the Apple TV+ app, which hosts a growing library of successful content. - Smart Home Innovations in Development
According to Gurman, Apple is actively working on various smart home devices. One notable product is a wall-mounted smart display, envisioned for use in kitchens for tasks like video calls and recipe browsing. - Competition with Amazon’s Smart Displays
While Amazon recently launched a 21-inch smart display and upgraded the Echo Show 15, Apple’s version is reportedly smaller, roughly equivalent to two iPhones placed side by side, resulting in a screen size of under 7 inches.
