A feeling of déjà vu? This is normal, rumors about an Apple-branded television were numerous between 2009 and 2013. If the iTv project secretly carried out by Steve Jobs before his death never saw the light of day, it could ultimately materialize nearly fifteen years later. Tim Cook could reverse his 2010 decision.
Finally yes for an Apple television?
For the record, Steve Jobs’ idea, which he had entrusted to his biographer Walter Isaacson, was to imagine a device with “the simplest possible user interface”. But his successor does not saw not interest at the time.
In his last Sunday letter “Power On“, Mark Gurman assures that Apple is “evaluating” the idea of designing a television under its brand. Without going into technical or technological details, the American journalist suggests that this project could be part of a broader strategy, including smart home automation devices like the recently mentioned wall hub The success of the latter could encourage Apple to develop other products for the connected home, including a television.
We might as well calm down the most excited among us right away, the project is still in its infancy. In other words, don’t expect an Apple TV for a few years, especially since the connected TV market is very competitive, with low margins. Until now, Apple’s presence in this universe is limited to a black box, the Apple TV 4K, the price of which continues to decrease.
Regardless, if Apple were to launch a television, it would probably rely on extensive integration with its ecosystem, particularly with the iPhone, iPad, Mac, Vision Pro and HomePod. Big brands like LG and Samsung already offer “Apple” features like AirPlay, HomeKit and access to Apple TV+, but they can only go so far.
Let’s not forget that Apple already sells high-end monitors like the Display XDR, which could form the basis of the design of the future television.
