Television set

Apple rejected plans for Apple-branded TV “over a year ago”


Apple abandoned plans to introduce a full-fledged TV over a year ago The Wall Street Journal, citing sources with knowledge of Apple’s plans. The company reportedly spent more than a decade researching the possibility of releasing an Ultra High Definition TV before deciding to cancel the project because it couldn’t find any untapped features that would give it an edge in the TV market.

Apple had been looking for breakthrough features to justify building an Apple-branded TV, these people said. In addition to an ultra-high-definition display, Apple considered adding cameras with sensors so viewers can make video calls through the set, they said.

Ultimately, however, Apple executives did not consider any of these features compelling enough to enter the fiercely competitive television market, led by Samsung Electronics Co.

One of the technologies Apple investigated in the mid-2000s was a transparent screen that used lasers to display an image, but it used too much power and resulted in poor image quality. Another potential feature that Apple explored was FaceTime-like video calling, but that ultimately didn’t seem compelling enough for Apple to enter the TV market.

The Wall Street JournalApple’s report follows comments from investor Carl Icahn, who today shared a letter covering products he believes Apple will launch in the next few years. Icahn has suggested that Apple will dominate both the TV and auto markets, introducing 55-inch and 65-inch TVs in 2016 and a car in 2020.

Rumors of an Apple-branded TV have been circulating for many years, but resumed in 2011 after the launch of Walter Isaacson’s Steve Jobs biography, where Jobs’ interest in the television industry was highlighted. “I finally cracked it,” Jobs reportedly said.

The rumors continued through 2012 and 2013, pointing to TV prototypes in Jony Ive’s studio and work on TV designs, but the rumors fell silent in late 2013 because a product did not materialize. . The focus instead turned to Apple’s ongoing content struggles and efforts to release a new set-top box, with the TV crew disbanded and sent to work on other projects. The TV project was not officially “killed”, however.

Apple is expected to unveil a new Apple TV and a new streaming TV service at its next global developer conference, which begins on June 8, but according to The Wall Street Journal, the status of the ad depends on the conclusion of Apple’s agreements with media companies.

The new Apple TV would include a full App Store, Siri support, additional storage, and a redesigned form factor. The television service can offer a package of about 25 channels for $ 30 to $ 40 per month, with programming starting in the fall following the potential June announcement.


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