Television set

Steve Jobs on an Apple TV: “I finally fell for it”


Rumors of an Apple TV have been circulating for years, but the company has repeatedly expressed doubts about the feasibility of entering the market. Steve Jobs himself noted that the current environment of “balkanized” cable operators controlling everything through their own set-top boxes makes it difficult to think of a go-to-market strategy for Apple.

But the upcoming biography of Jobs by Walter Isaacson suggests that Apple may have developed a solution to these ideas, fueling optimism for an Apple-branded TV. Jobs’ comments were revealed in an excerpt posted by The Washington Post.

“He really wanted to do with televisions what he did with computers, music players and phones: make them simple and stylish,” Isaacson wrote.

Isaacson continued, “’I would like to create a built-in TV that is completely easy to use,” he told me. “It would be perfectly synchronized with all your devices and with iCloud. Users would no longer have to fiddle with complicated remotes for DVD players and cable channels. “It will have the simplest user interface you can imagine. I finally cracked it.

The report notes that it’s not clear what Jobs meant by “fixing” the TV problem, but it appears to focus on leveraging Apple’s new iCloud service and potentially existing content on the TV. ‘iTunes Store, all in one easy-to-use TV.

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