Apple’s own TV may be on the agenda again, but the realization is still in question –

Apple is once again considering the production of its own television, although the company has rejected the idea several times before, reported TechCrunch. As early as 2011, Steve Jobs hinted that Apple was interested in the TV market, but the company has not yet come up with its own brand of TV sets.

According to Bloomberg analyst Mark Gurman, Apple has already made a prototype of a touchscreen television. The project was eventually stopped for economic reasons: the company concluded that the production costs and low demand would not guarantee adequate profits. The TV market is characterized by slow product cycles, as customers rarely replace their existing devices.

The idea came up most recently in 2019, when the Apple TV+ streaming platform was launched, but even then the company focused more on software solutions and supporting devices from other manufacturers.

Apple is currently working on the development of several smart home devices, which may include a television of its own. The growing demand for smart devices and the company’s efforts to expand the ecosystem brought the topic back to the fore.

However, according to Gurman, the TV market has not fundamentally changed in recent years, so it is unlikely that Apple will eventually take the plunge to launch a traditional TV. It is more likely that the company will come up with a solution similar to Google Chromecast, which would aim at easier integration of existing Apple TV services.

So Apple’s strategy is still built around profitable innovation, and while the idea of ​​a private-label TV is exciting, the company will likely focus on other, more profitable technologies.