Apple is returning to a discarded idea from its Steve Jobs era

On By Littum

  • Apple is reportedly considering developing its own television.

  • Steve Jobs apparently had mixed feelings about Apple’s entry into the television market before his death.

  • Apple is also reportedly exploring smart home devices with AI assistants and wall-mounted tablets.

Apple co-founder Steve Jobs reportedly made it clear before he died that Apple would not pursue its own TV set, but the company may now be revisiting the idea over a decade later.

Although Apple has not made any announcements about a TV set, Bloomberg reported that the tech giant evaluates the concept. It comes as Apple is said to be exploring smart home devices such as a wall-mounted tablet or an AI assistant attached to a robotic arm as it looks to expand its offerings.

It is clear that the company is doing some soul searching to find potential gains in several areas. Now that Apple Intelligence has launched, it could bring AI to new device lineups — including a home assistant or TV.

An Apple-branded TV is not new territory. It’s an idea that its late founder and former CEO Jobs seemed to have strong—and varying—opinions about.

Jobs reportedly told biographer Walter Isaacson that he had “finally figured out” how to make TVs easier to use. In his biography “Steve Jobs,” published in 2011, Isaacson wrote that the Apple founder wanted to make televisions more elegant and transform them in the same way that Apple had done for phones and computers.

Still, Jobs reportedly had trouble with the television until his last days at Apple. In 2014, author and former Apple reporter Yukari Iwatani Kane wrote in her book, “Haunted Empire: Apple After Steve Jobs,” that Jobs told top Apple employees in 2010 that the company would not make a television.

As it stands, the Apple TV we know now is a box and remote that connects to a television to bring Apple apps and streaming services to a big screen.

Apple’s services business, which includes Apple TV+ subscriptions, has boomed in recent quarters. Apple TV+ has produced hit original shows such as “Severance” and “Ted Lasso.”

Read the original article about Business Insider