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It ’s not exactly a secret that Apple has explore the possibility of building a television . Before his death in 2011 , cobalt - laminitis Steve Jobs famously tell biographer Walter Isaacson that he ’d “ finally cracked it , ” but no full - fledged Apple TV ( as opposed to the Apple tv set set - top loge ) has come out in the years since .
Bloomberg ’s Mark Gurman reportsthat Apple went as far as ramp up full - scale of measurement paradigm with a large presentation that could also serve as a touchscreen Mac or iPad . But Apple eventually halted the project after study the TV food market and resolve not to compete in a low - margin business where consumer rarely buy novel production . Also an issue : gamy costs .
The company reportedly consider the TV idea again in 2019 , as it was exploring paths forward for Apple telly , but it decide instead to bring its app and cyclosis subscription to idiot box made by other society .
Now , with the fellowship developing a act of smart plate devices ( includinga wall - mounted tablet ) , Gurman reports that a full - fledged Apple TV is once again on the table — though executives could be dissuaded once again by those same market and price factors .
