There are reportedly renewed plans for Apple to build its own branded television set, harking back to an idea explored under the late Steve Jobs. The former chief executive was described as having “considered” the idea, only to scrap it because of the overwhelmingly competitive and low-margin nature of the TV market. New reports, however, suggest this axed idea could get a second wind.
What’s Driving Apple’s Interest in TVs Again?
This revitalization of the concept falls in line with increasing attention from Apple towards the smart home ecosystem. The company is reportedly considering the introduction of an Apple-labeled TV within a broader approach to expanding its product range. Apple notices the ability to insert its signature innovation into an increasingly popular segment: smart TVs powered by AI and smart home functions.
Could Apple Expand Its Smart Home Ecosystem?
As part of its efforts in the smart home sector, Apple is also developing a new smart home hub. Reports indicate that this “command center” could launch as early as 2025. Expected to feature a six-inch square display, integrated speakers, and a FaceTime-enabled camera, this hub aims to act as the central controller for HomeKit and Matter-compatible devices.
What Challenges Does Apple Face?
While an Apple-branded TV seems like a fair dream, the road ahead is fraught with challenges. TVs have become an overcrowded marketplace with many rivals and offerings packed with a plethora of features at reasonably competitive pricing. Apple will have to bring great differentiation, probably with its ecosystem of devices and services, such as Apple Music, Apple TV+, and Siri.
