Apple TV Set Rumors Return: What We Know About the Rumored Smart Display
- Apple’s old TV dreams may just be coming back to life.
- Could a wall-mounted Apple smart display be on the way?
- Is there still room in the market for a premium Apple-branded TV set?
Rumors that Apple may be developing its own branded television have once again emerged. Mark Gurman of Bloomberg reported in his Power On newsletter that Apple is “evaluating” the idea of an Apple-branded TV set, though no further specifics were provided. This topic has been discussed extensively over the years, even preceding Apple’s foray into electric vehicles, making it a curious development for the Cupertino-based tech giant.
Photo via 9to5Mac // An Apple-branded TV has been rumored since the mid-to-late 2000s. Will Apple release a TV display this decade?
A Renewed Focus on the Smart Home
This potential move aligns with Apple’s increased emphasis on smart home technology. Just last week, Bloomberg revealed that Apple is working on a wall-mounted display, code-named "J490," aimed at enhancing home connectivity. This device, which could be released by March 2025, is reportedly designed to integrate seamlessly with Apple’s ecosystem, supporting features like:
- Smart home controls for appliances, lighting, and security
- Video calls with FaceTime integration
- Siri functionality and AI-powered app navigation
This display underscores Apple’s strategic push into a market where it has lagged behind Google and Amazon. According to Bloomberg, CEO Tim Cook has placed particular importance on expanding Apple’s smart home ecosystem, with the wall-mounted display marking the beginning of a more aggressive move into smart home integration.
Photo via BGR // An early concept image of an Apple TV display and box.
History of the Apple TV Set Rumors
In the early 2010s, rumors of an Apple-branded TV set were a hot topic. According to Walter Isaacson’s 2011 biography of Steve Jobs, the Apple co-founder envisioned a TV set that would eliminate complex remotes and enable seamless synchronization with user devices and the cloud. Jobs famously said he had "cracked" the concept, aiming to do for televisions what Apple had done for music players and smartphones.
However, instead of a standalone TV, Apple chose to focus on the Apple TV set-top box, which has become a core part of its streaming and smart home offerings. Despite the initial excitement, an Apple TV set never materialized, leaving many to believe the project had been shelved.
Would an Apple TV Set Still Make Sense?
In the late 2000s, an Apple-branded TV seemed plausible, as smart TVs were just beginning to gain traction. Now, the market is flooded with affordable, feature-rich options from companies like Samsung, LG, and TCL, making it challenging for Apple to differentiate itself. The days when consumers had to pay over $1,000 for a smart TV are long gone, with reliable models now available for a few hundred dollars.
“Simply put, what’s the appeal of an Apple smart TV for consumers?” remarked Gurman, questioning whether Apple could bring enough innovation to a highly commoditized industry.
Moreover, the smart TV market is known for razor-thin profit margins—a factor that Apple has traditionally avoided. For Apple to succeed, a branded TV set would likely need to offer a radically different experience. But with slim opportunities for substantial improvements in picture quality or user experience, it’s difficult to envision Apple making a significant impact in this space.
Photo via SimplyMac // Apple's proprietary tvOS operating system on a moden, flatscreen TV.
Simply put, what’s the appeal of an Apple smart TV for consumers?— Bloomberg's Mark Gurman
A Strategic Move or Just a Rumor?
While the idea of an Apple-branded TV set continues to intrigue fans and analysts alike, it remains just that—a rumor. Gurman noted that the success of Apple’s upcoming wall-mounted display could influence whether the company moves forward with a TV set.
As consumers become increasingly connected through smart devices, Apple’s focus appears to be on building an integrated ecosystem rather than competing in saturated markets. For now, Apple enthusiasts might be better off watching this rumor unfold with tempered expectations.
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