Apple has repeatedly explored the idea of creating a full-fledged television set, going so far as to develop prototypes that combined a large display with touchscreen Mac and iPad functionality. However, these projects were ultimately shelved due to the low-profit margins of the TV market and high production costs. Read more about Apple's smart home ambitions.
Despite these setbacks, the concept of an Apple TV resurfaced in 2019, alongside discussions about the future of the Apple TV set-top box. Instead of pursuing a standalone television, Apple chose to integrate its streaming services and apps into existing TV platforms. See how Apple TV+ stacks up against competitors.
Recent developments in Apple's smart home initiatives, including the development of a wall-mounted tablet, have reignited discussions about a potential Apple TV. However, the same market challenges and cost concerns that previously hindered the project could once again prevent it from coming to fruition.