2 Shocking Reasons Why Apple TV Was Discontinued

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November 26 2024

Apple TV: Before the launch of the Apple TV app and Apple TV set-top box, Apple explored the idea of creating a full-fledged television set with touchscreen capabilities. Reports suggest that prototypes for such a device were ready, even though Steve Jobs, before his death, claimed to have solved the challenge of creating an Apple television. However, this vision never became a reality.

According to Bloomberg’s Mark Gurman, Jobs revealed to his biographer, Walter Isaacson, in 2011 that he had “finally cracked it.” He was referring to large-display prototypes that could function as both a television and a touchscreen device, similar to a Mac or an iPad.

Apple TV discontinued: 2 shocking reasons behind the decision.

Jobs envisioned a seamless integration with other Apple devices and the iCloud service, offering users the simplest user interface possible. Despite the promising advancements, Apple eventually decided to abandon the project. There were two main reasons for this decision: low profit margins and high production and shipping costs.

Gurman explains that Apple’s research into the TV market showed that the television industry operates on slim profit margins. Additionally, consumers do not purchase new TVs as frequently as they upgrade devices like iPhones or Macs. At the time, Apple heavily relied on customers upgrading their iPhones, iPads, and Macs regularly, making it clear that a low-margin device like a television would not be a smart investment.

Furthermore, the high cost of manufacturing was another obstacle. Apple faced challenges in producing the necessary chips, input-output electronics, and high-quality screens. Shipping large, delicate panels from factories to homes was also a significant concern, as it would have required considerable resources.

Despite the setbacks, it seems that Jobs' vision for an Apple TV is not entirely dead. There are speculations that Apple is currently working on a smart TV or similar display technology.

Although the TV project was shelved, Apple still continues to impact the TV market. The company now offers the Apple TV set-top box for streaming and the Apple TV+ app, which features a growing library of successful content.

Gurman also reports that Apple is actively developing smart home devices, including a wall-mounted smart screen, which could be used for videoconferencing and looking up recipes. This smart screen, expected to be around the size of two iPhones side by side, would be smaller than a typical TV, but it could offer functionality similar to what Jobs had envisioned for Apple.

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