Apple is once again “evaluating” the idea of releasing TVs under its own brand. This was reported by Bloomberg journalist Mark Gurman, who is known for his predictions regarding future products with a bitten apple on the logo.
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The report said that Apple TVs could hit the market after the company launches the smart displays it is currently developing. This means that the first TV models from Apple may appear on sale in a couple of years. Apple is rumored to release an affordable smart display aimed at a wide consumer audience early next year. A more advanced model with a larger screen and possibly a robotic arm is expected to appear later.
According to Gurman, “if the first device fails,” which means Apple’s smart displays, then the company “may have to reconsider its smart home ambitions.” This may mean that the Apple TV rumor won’t ultimately turn into something more.
Apple already has a set-top box, but its own premium TVs could be a success for the company, no matter how niche they end up being. On the other hand, Apple likely wants to market its Vision Pro mixed reality headset as a device with home theater capabilities. In this case, the launch of TVs will contradict the company’s strategy for promoting headsets.