For over a decade, the prospect of an "Apple television" has been the subject of much speculation. Apple, once having abandoned the idea of a traditional television in favor of the Apple TV set-top box, is now said to be considering making a television set once again. This rumor has gained significant attention, especially in light of the company's ongoing efforts to expand its home devices.

Apple's Potential for a Television Revolution

Historical Context

It's a well-known story within Apple's history. Biographer Walter Isaacson relayed that Steve Jobs claimed to have figured out television. In 2010, he stated, "I finally cracked it," adding that his Apple TV set would be "completely easy to use." This shows the initial interest and confidence in the concept.However, back in the early 2010s, Tim Cook, then the Chief Operating Officer, explicitly stated that Apple had "no interest" in the television market. This shift in stance raises questions about the current rumors.

Current Rumors and Possibilities

According to Bloomberg, Apple may be having another go at fulfilling its ambition of entering the television market. Such a device could potentially fit in with the many other rumors suggesting that Apple wants to expand its home devices. An Apple TV set or an Apple-branded set could be a key part of an array of smart home devices that Apple is said to be planning for 2025 and beyond.Assuming it would be the current tvOS in a somewhat bigger box than the Apple TV 4K, it's easy to see how Apple could do it. But it's also hard to understand why it would, as Apple TV is already available as part of most smart television sets. Apple would need to bring something new to the market to sell many.It's not as if Apple would try to undercut the price of TV sets or other products it works in. However, a TV manufacturer might be willing to partner on such a device due to the value of Apple's brand name.

Existing Apple Hardware and Partnerships

Apple already makes the hardware for the Apple TV 4K and has LG making monitors for it. This gives Apple the foundation to bring its own TV set to market. But the question remains: will they?The latest available figures show that in 2022, the Apple TV+ streaming service had only 3% of the market. This encompasses everyone watching through Apple TV 4K and all the smart TVs that include the service. While it's not an encouraging track record, it also shows why Apple is expanding how many services carry Apple TV+.In conclusion, the rumors of an "Apple television" continue to swirl, with both potential opportunities and challenges. Apple's past decisions and current market dynamics make this a complex and intriguing topic.