According to this weekend’s Power On newsletter from Mark Gurman, Apple is ‘evaluating’ the idea of releasing an Apple-branded TV set, once again.
Gurman says that this would happen after Apple releases their upcoming smart display products, so it’s likely a couple years out. Apple is expected to release a lower end smart display, which a lot of people are referring to as “HomePad”, early next year.
Afterwards, we’re anticipating some kind of higher end product with a larger display and a robotic arm.
However, Gurman says that “if the first device fails”, referring to the smart displays, Apple “may have to rethink its smart home ambitions once again” – meaning theres decent odds that this Apple-branded TV set rumor may never come to fruition.
Top comment by Graham Jones
I’m conflicted about this, because I hate the UI and the controls for my TV, so from that point of view I would love to see Apple solve all that. For some that has been solved with the Apple TV box, but that doesn’t solve things if you have Satellite TV, for example. The truth is I feel that TV and movie viewing is shifting, meaning that because of the Vision Pro experience, (that those who have one are getting), the bar has been raised. So, what the real question regarding the TV set is “What could Apple bring to the market that would be unique?”
Personally, I can’t really see this happening. Apple TV boxes are enough of a contribution to the market, but perhaps Apple could contribute to the high-end TV market, as much of a niche as it is.
On the other hand, Apple likely really wants to push the idea of customers using Apple Vision Pro as their home theater, which this would go against.
I guess we’ll see.
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