For over a decade, Apple’s ambition to create a revolutionary television has been a well-kept secret among tech enthusiasts and insiders. The late Steve Jobs, Apple's visionary co-founder, hinted at this dream shortly before his passing in 2011, revealing to biographer Walter Isaacson that he believed he had “finally cracked it.” Despite the tantalizing prospect, a fully integrated Apple TV—beyond the existing Apple TV set-top box—has yet to make its debut.

According to insights from Bloomberg's Mark Gurman, Apple had advanced its TV aspirations significantly by developing large-scale prototypes designed to function as both a television and a multifunctional touchscreen Mac or iPad. However, the company ultimately decided to shelve the project after conducting an in-depth analysis of the TV market. The conclusions were sobering: the industry is rife with slim profit margins, and consumers tend not to refresh their televisions as frequently as other products.

In a bid to keep its vision alive, Apple revisited the concept in 2019 when strategizing for the future of Apple TV. Interestingly, instead of launching its own television set, Apple pivoted by choosing to partner with existing manufacturers, allowing its streaming app and services to reach a broader audience on third-party TVs.

While the dream of an Apple-branded television may seem to linger in the ether, Apple has continually proven its ability to pivot and innovate in other sectors, particularly in streaming with Apple TV+. The question remains: with the ever-evolving landscape of technology and consumer preferences, will Apple ever take the plunge into the television market? Only time will tell. But for now, fans remain hopeful for a future where the iconic Apple logo might finally shine on their living room screens.