Apple Nixed Plans for Apple-Branded Television Set 'More Than a Year Ago'

Apple shelved plans to introduce a full-blown television set more than a year ago reports The Wall Street Journal, citing sources with knowledge of Apple's plans. The company reportedly spent more than a decade researching the possibility of releasing an ultra high-definition television set before deciding to nix the project because it couldn't find untapped features that would give it an edge in the television market.

Apple had searched for breakthrough features to justify building an Apple-branded television set, those people said. In addition to an ultra-high-definition display, Apple considered adding sensor-equipped cameras so viewers could make video calls through the set, they said.

Ultimately, though, Apple executives didn't consider any of those features compelling enough to enter the highly competitive television market, led by Samsung Electronics Co.

One of the technologies Apple investigated in the mid-2000s was a transparent display that used lasers to display an image, but it used too much power and resulted in poor image quality. Another potential feature Apple explored was video calling similar to FaceTime, but it ultimately "didn't seem compelling enough" for Apple to enter the television market.

The Wall Street Journal's report comes following comments from investor Carl Icahn, who today shared a letter covering on products he believes Apple will introduce over the course of the next several years. Icahn suggested Apple will dominate both the television and automobile markets, introducing 55 and 65-inch television sets in 2016 and a car in 2020.

appletv
Rumors about an Apple-branded television set have circulated for many years, but picked up in 2011 after the launch of Walter Isaacson's Steve Jobs biography where Jobs' interest in the television industry was highlighted. "I finally cracked it," Jobs was quoted as saying.

Rumors continued through 2012 and 2013, pointing towards television prototypes in Jony Ive's studio and work on television designs, but rumors died down in late 2013 as a product failed to materialize. Focus turned instead to Apple's ongoing content struggles and its efforts to release a new set-top box, with the television team being disbanded and sent off to work on other projects. The television set project was not, however, officially "killed."

Apple is expected to unveil a new Apple TV and a new streaming television service at its upcoming Worldwide Developers Conference, set to begin on June 8, but according to The Wall Street Journal, the status of the announcement hinges on the completion of Apple's deals with media companies.

The new Apple TV is said to include a full App Store, Siri support, additional storage, and a redesigned form factor. The television service may feature a bundle of approximately 25 channels priced at $30 to $40 per month, with programming beginning in the fall following the prospective June announcement.

Related Roundup: Apple TV
Tag: wsj.com
Buyer's Guide: Apple TV (Buy Now)

Top Rated Comments

farewelwilliams Avatar
83 months ago
or maybe Jony couldn't find a way to make it thin enough that didn't crack during shipping.
Score: 52 Votes (Like | Disagree)
richeyty Avatar
83 months ago
nixed feelings about this
Score: 28 Votes (Like | Disagree)
iZac Avatar
83 months ago
People upgrade their TVs only when they fail. Had HD not been conjured up, people would still be squinting at massive CRTs in their living room.

Apple would undoubtedly dabble in the B&O priced range of the market and see little to no upgrades. Not really a money spinner. Not too surprising. Roll on Apple TV with App Store integration!
Score: 22 Votes (Like | Disagree)
JCrz Avatar
83 months ago
They nixed it when the iPhone 6 came out and they realized there are lots of idiots in the world who will try to bend anything to get YouTube clicks.
Score: 14 Votes (Like | Disagree)
PsykX Avatar
83 months ago
Good thing.
I don't feel like paying another $5,000 on a TV at the moment, but I do feel like acquiring the Apple technology on my TV.
Score: 14 Votes (Like | Disagree)
JCrz Avatar
83 months ago
...says the Wall Street Journal...which was also the source for mass speculation of a full-blown Apple TV in the first place.
Score: 14 Votes (Like | Disagree)

Top Stories

calculatorapp

iOS 11 Bug: Typing 1+2+3 Quickly in the Calculator App Won't Get You 6

Tuesday October 24, 2017 2:03 pm PDT by
A bug in the built-in Calculator app in iOS 11 is getting some major attention this week, despite the fact that it's been around since iOS 11 was in beta testing. At issue is a calculator animation that causes some symbols to be ignored when calculations are entered in rapid succession. You can try it for yourself: Type 1+2+3 and then the equals sign into the Calculator app quickly. Due to...
gradiente iphone white

Brazilian Electronics Company Revives Long-Running iPhone Trademark Dispute

Tuesday May 19, 2020 1:06 pm PDT by
Apple has been involved in a long-running iPhone trademark dispute in Brazil, which was revived today by IGB Electronica, a Brazilian consumer electronics company that originally registered the "iPhone" name in 2000. IGB Electronica fought a multi-year battle with Apple in an attempt to get exclusive rights to the "iPhone" trademark, but ultimately lost, and now the case has been brought to...
iPhone 13 Dummy Thumbnail 2

Full iPhone 13 Feature Breakdown: Everything Rumors Say We Can Expect

Tuesday August 31, 2021 7:50 am PDT by
With the launch of Apple's iPhone 13 lineup believed to be just a few weeks away, we have compiled all of the coherent rumors from our coverage over the past year to build a full picture of the features and upgrades coming to the company's new smartphones. For clarity, only explicit improvements, upgrades, and new features compared to the iPhone 12 lineup are listed. It is worth noting that...
original iphone

Phil Schiller Says iPhone Was 'Earth-Shattering' Ten Years Ago and Remains 'Unmatched' Today

Monday January 9, 2017 7:15 am PST by
To commemorate the tenth anniversary of the iPhone, Apple marketing chief Phil Schiller sat down with tech journalist Steven Levy for a wide-ranging interview about the smartphone's past, present, and future. The report first reflects upon the iPhone's lack of support for third-party apps in its first year. The argument inside Apple was split between whether the iPhone should be a closed...
iPhone 13 Dummy Thumbnail 2

Kuo: iPhone 13 to Feature LEO Satellite Communications to Make Calls and Texts Without Cellular Coverage

Sunday August 29, 2021 7:39 am PDT by
The iPhone 13 will feature low earth orbit (LEO) satellite communication connectivity to allow users to make calls and send messages in areas without 4G or 5G coverage, according to the reliable analyst Ming-Chi Kuo. In a note to investors, seen by MacRumors, Kuo explained that the iPhone 13 lineup will feature hardware that is able to connect to LEO satellites. If enabled with the relevant...
maxresdefault

New MacBook Pro Models Coming at WWDC, Suggests Leaker

Monday May 24, 2021 1:27 pm PDT by
New MacBook Pro models are coming at WWDC, according to leaker Jon Prosser who has a mixed track record when it comes to predicting Apple's plans. Subscribe to the MacRumors YouTube channel for more videos. Prosser provided no additional information, but there are new 14 and 16-inch MacBook Pro models in the works. The new MacBook Pros will feature the most radical redesign to the MacBook Pro ...
omg lightning cable comparison

Security Researcher Develops Lightning Cable With Hidden Chip to Steal Passwords

Thursday September 2, 2021 6:59 am PDT by
A normal-looking Lightning cable that can used to steal data like passwords and send it to a hacker has been developed, Vice reports. The "OMG Cable" compared to Apple's Lightning to USB cable. The "OMG Cable" works exactly like a normal Lightning to USB cable and can log keystrokes from connected Mac keyboards, iPads, and iPhones, and then send this data to a bad actor who could be over a...
iphone 12 colors 2021

iPhone 12 Colors: Deciding on The Right Color

Thursday November 5, 2020 8:35 am PST by
The iPhone 12 and iPhone 12 Pro arrived last October in a range of color options, with entirely new hues available on both devices, as well as some popular classics. The 12 and 12 Pro have different color choices, so if you have your heart set on a particular shade, you might not be able to get your preferred model in that color. iPhone 12 mini and iPhone 12 The iPhone 12 mini and iPhone 12...
Top Stories 75 Thumbnail

Top Stories: Last-Minute iPhone 13 Rumors, Apple Announces App Store Changes, and More

Saturday September 4, 2021 6:00 am PDT by
The finish line is in sight! Apple's annual iPhone event is likely just a week or so away and all eyes will be on the company as it unveils the next version of its most popular product line. With any luck, we'll also see the next-generation Apple Watch and perhaps even some new AirPods. Other news this week saw Apple making some more changes to its App Store policies in response to a...
M1X MBP Feature

Leaker: Upcoming MacBook Pro to See Price Hike Over Current Model, Equal Performance Across 14 and 16-Inch Sizes

Tuesday August 24, 2021 5:28 am PDT by
The upcoming 14-inch MacBook Pro is set to be more expensive than the current 13-inch MacBook Pro and both the 14 and 16-inch models will offer the same performance, according to the leaker known as "Dylandkt." The leaker shared the information on Twitter, explaining that both of the upcoming MacBook Pro models, expected to come in 14 and 16-inch sizes, will feature the same performance due...