Apple is closely monitoring the television market and exploring ways to enhance the living room experience. While there have been rumors of a full TV set launch, recent indications suggest a different strategy. According to Mark Gurman, Apple may introduce a budget streaming stick to expand its streaming services, apps, and smart home features to more households, positioning itself as a competitor to Amazon Fire TV and Google Chromecast.
Apple’s Vision For TV
This isn’t Apple’s first attempt to make an impact in the TV space. After launching the iPad, the company sought a new product category and considered a TV-like device. Prototypes were developed for a large screen that could function as both a TV and a touchscreen Mac or iPad.
The goal was to create a device capable of handling media, videoconferencing, and productivity—an ambitious project that Apple hoped would revolutionize the industry, similar to the iPhone’s impact in 2007. However, the initiative was ultimately shelved due to low profit margins and the infrequent consumer upgrades to new TVs.
Instead of a TV set, Apple introduced the Apple TV set-top box. In 2015, it launched an Apple TV featuring tvOS, an App Store, a touchpad remote, and Siri control. Over time, Apple updated the models with advanced features like 4K and FaceTime support, and also released the Apple TV app, providing a central hub for content from iTunes and third-party providers.
Apple has not abandoned its TV aspirations. In the late 2010s, the company recognized that Apple TV was not a major success. It revisited the idea of entering the TV market and sought partnerships with Samsung and LG to integrate its TV app and content into their sets. Ultimately, Apple decided it would be better to develop its own TV rather than license its technology to others. However, the same challenges arose, preventing any further progress on that front.
Some view the Vision Pro, Apple’s first mixed-reality headset, as an extension of its TV ambitions. While the Vision Pro is capable of video viewing, gaming, and light computing, its $3,500 price tag has hindered its appeal as a mass-market product.
Apple’s TV Efforts Continue
Despite past setbacks, Apple reportedly plans to launch its own TV sets, with an emphasis on integration within the smart home ecosystem. However, given the TV market’s economics and Apple’s cautious approach to risk, it remains to be seen what will materialize.
Instead of competing directly with major manufacturers like LG and Samsung, Gurman suggests that Apple should take a strategic route and introduce a streaming stick. Similar to Google Chromecast and Amazon Fire TV Stick, an Apple TV stick would provide an affordable way to access tvOS, the App Store, and other Apple services on any TV, helping to expand Apple’s user base and increase revenue.
Gurman anticipates a variety of Apple living room products, including a basic streaming stick and a high-end device with premium features and gaming options. He also proposes integrating accessories like HomePod smart speakers with built-in cameras, all controllable via Apple’s upcoming iPad-like smart home device.
Currently, there is no specific information on which direction Apple will take. While it’s unclear if a full Apple TV set will ever be released, the concept of an Apple TV stick is intriguing. It would appeal to Apple superfans wanting a complete ecosystem experience at a more affordable price than a full TV set.
Apple’s ambitions in the TV space remain alive, and it will be interesting to see which path the company chooses and how it unfolds.
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