Apple Exploring Development of Own TV Set and New Smart Home Devices, Says Mark Gurman

Apple is reportedly exploring the possibility of creating its own branded TV set, a move that could significantly impact the competitive landscape of smart televisions. In his latest Power On newsletter, Bloomberg’s Mark Gurman revealed that the tech giant is evaluating the development of an Apple-branded TV. While the company has yet to make any official announcements, this potential venture would see Apple stepping into direct competition with established TV manufacturers. Apple currently offers the Apple TV set-top box, which runs tvOS, but it has never launched its own TV set to integrate this platform.

Apple TV Set: Competing with Industry Giants

Gurman’s newsletter mentions that Apple’s evaluation of a TV set is in the early stages, suggesting that the company may still be fine-tuning its plans. However, the potential for an Apple-branded TV would place the company directly in competition with leading brands like Samsung, LG, and Sony, all of which dominate the global television market. Apple’s entry into this space could lead to new innovations, especially given the company’s history of integrating cutting-edge technology and seamless user experiences across its devices. It would also mark an extension of Apple’s ecosystem, potentially offering tighter integration between the TV set, the Apple TV+ streaming service, and other Apple products.

Smart Home Devices in Development

The potential TV set is said to be part of a broader strategy that includes several smart home devices currently under development by Apple. Gurman previously reported that Apple is working on a wall-mounted smart home hub, which would serve as a control center for managing various devices in the home. This hub could include features like video calling and act as an all-in-one device to control Apple’s growing smart home ecosystem. If the TV set is launched, it may integrate seamlessly with this hub, creating a more connected and streamlined user experience for those already within the Apple ecosystem.

Past Rumours of Apple’s TV Ambitions

This isn’t the first time that rumors of an Apple TV have emerged. Back in 2009, the company was allegedly working on an actual television set, but those plans were reportedly shelved in favor of focusing on the Apple TV set-top box. With the current surge in demand for smart home devices and the expansion of streaming services like Apple TV+, the company might see this as the right time to revisit those ambitions. The development of such a device would signal Apple’s commitment to making its products even more integral to consumers’ homes, expanding beyond just phones and computers.

What This Means for Apple’s Future in Home Technology

Should Apple proceed with the development of its own TV set, it would represent a significant shift in the company’s approach to consumer electronics. Known for its premium design and intuitive interfaces, Apple could bring something new to the TV market, incorporating features that blend both entertainment and smart home control. The company’s strong focus on privacy, security, and user experience could set it apart from existing TV makers and position Apple as a major player in the smart home and entertainment sectors in the years to come.