Apple Testing Television Set Prototypes, 'Isn't a Formal Project Yet'

Continuing the flurry of Apple television rumors in recent days following CEO Tim Cook's brief comments on the topic as part of an interview on Rock Center last week, The Wall Street Journal reports that Apple is indeed testing designs for future television set products. The report adds little to existing rumors, but does indicate that work is continuing and keeps the topic fresh in the public's mind.

Officials at some of Apple's suppliers, who declined to be named, said the Cupertino, Calif.-based company has been working on testing a few designs for a large-screen high-resolution TV.

Two people said Hon Hai Precision Industry Co., which assembles the iPhone and iPad, has been collaborating with Japan's Sharp Corp. on the design of the new television.

"It isn't a formal project yet. It is still in the early stage of testing," said one of the people.

The report notes that Apple has been testing television set prototypes for a number of years and that the company tests many different prototype products that never come to market, making clear that a launch is not imminent and that Apple could ultimately scrap its plans.

Related Roundups: Apple TV, tvOS 13, tvOS 14
Tag: wsj.com
Buyer's Guide: Apple TV (Don't Buy)

Top Rated Comments

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99 months ago
This has never made sense to me. Television sets are now so commoditized that there seems to be no point to Apple entering the market. Everything Apple would do well fits in a small black box. Why mess with the rest of the set and all the logistics that go with that kind of supply chain.

FWIW
DLM
Score: 23 Votes (Like | Disagree)
Avatar
99 months ago
I love that TV makers are trying to beat Apple to the punch with shoddy UI's, wonky voice control and terrible "app" support.

Apple will do something cool and everyone will copy and say it was obvious...what isn't obvious when someone does it first?
Score: 21 Votes (Like | Disagree)
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99 months ago

We want an Apple TV! My television is so old already.


It's just a REALLY large iPod touch...;)
Score: 17 Votes (Like | Disagree)
Avatar
99 months ago

We want an Apple TV! My television is so old already.


An Apple TV would be updated every year like all their other products, making it just as obsolete just as quickly (if not faster)
Score: 17 Votes (Like | Disagree)
Avatar
99 months ago

We want an Apple TV! My television is so old already.


I want an Oompa Loompa now!
Score: 11 Votes (Like | Disagree)
Avatar
99 months ago
TV is so outdated anyway. The whole thing just feels like the race off between HD DVD and blue-ray.. racing to be the best at something practically obsolete

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Apple should just devote their time and resources to improve their current products and services than step into an entirely new market with hundreds of competitors.

If Apple can spend resources to start a new Television set project, I'd rather they spend some on salvaging more critical issues at hand such as the problematic, error-filled and almost life-threatening Maps application. Why start on a new project when current ones like this aren't completely completed yet?


Because there are more than 20 people working at the company
Score: 9 Votes (Like | Disagree)

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