Steve Jobs once mentioned to biographer Walter Isaacson that he had "finally cracked it," hinting at a potential breakthrough in creating an Apple television. Despite this, a full-fledged Apple TV has not surfaced in the market. Instead, multiple attempts have been made to develop such a product, leading to the conclusion that pursuing this venture implied entering a low-margin business where customers typically replace their television infrequently.
After evaluating the television market, Apple ultimately decided against bringing a complete television to fruition, citing the unreliability of profit margins and consumers' purchasing habits for large-screen televisions. This was a fundamental consideration that has led Apple to focus its resources on other lucrative ventures, such as the development of smart home devices and streaming services rather than competing with established television manufacturers.
In 2019, Apple re-evaluated the idea of launching a television but shifted its strategy toward enhancing its existing TV app and subscriptions on third-party televisions instead. This pivot illustrates Apple's strategic priority of integrating its services across various platforms without direct competition in hardware manufacturing.
As Apple progresses with multiple smart home device developments, including potentially a wall-mounted tablet, there are indications that a complete Apple TV could again be in discussion. However, the same underlying market conditions and cost issues previously evaluated continue to present challenges for the company in this regard.
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