Recently, a blogger shared leaked photos of the rumored "60-inch Apple OLED TV" on Weibo, accompanied by a detailed description of the supposed Apple TV with its iconic logo. This sparked widespread media attention, though Apple's rumored foray into the TV industry has been a recurring topic for years. Since the introduction of Apple TV, there have always been speculations about the company entering the television market.
This year, with the iPhone finally adopting OLED screens, the idea of an "OLED Apple TV" seems to have lost its novelty. But has Apple ever seriously considered making a TV? If Apple were to enter the TV market now, what advantages might it have?
In his biography, Walter Isaacson revealed that Steve Jobs had outlined a vision for Apple's products over the next four years, including a revolutionary TV. Jobs dreamed of transforming televisions with a sleek design, innovative capabilities, and an intuitive user experience. He envisioned a TV that could play games, stream videos, and handle Blu-ray playback without the need for complex setups. It would be as user-friendly and elegant as other Apple products.
Dr. Moh, a prominent tech commentator, noted that Jobs aimed to revolutionize TV usage before his passing, hoping to improve the viewing experience. Indeed, Apple's previous innovations—like the iPod, iPad, and iPhone—have redefined entertainment for their respective eras. It’s logical to assume that Apple would want to lead the charge in the TV sector as well.
However, in "Becoming Steve Jobs," Jobs himself seemed less committed to entering the TV market. In the late '90s, he famously said, "I just don't like television, and Apple will never launch TV products." Some authors, like those behind "The Empire in Dilemma: Apple in the Post-Jobs Era," argue that TVs are a low-margin, slow-update business, unappealing to Apple under Jobs' leadership. Yet, Apple’s recent announcements, like the fifth-generation Apple TV, suggest a continued interest in exploring the TV space, even if they haven’t ventured into hardware production.
Apple may have missed its chance to dominate the TV industry. Features like HDR and 4K, while impressive, aren't groundbreaking. The integration of various streaming platforms, while convenient, mirrors the OTT services already thriving in China. Apple's peripheral role in the TV industry is now undeniable, despite its remaining influence.
If Apple had launched an Apple TV earlier—say, during the 2009 smart TV boom—it might have led to a scenario similar to that of smartphones: iOS TV versus Android TV. Alternatively, entering the market during the early OLED era could have positioned Apple similarly to LG, dominating the OLED TV landscape. Yet, even if Apple had made such a move, it wouldn’t necessarily guarantee success. Consider Sony, which remains a technological powerhouse in TV manufacturing but struggles with content availability and operating systems. Despite these challenges, Sony's recent collaboration with Tencent and its focus on content delivery have revitalized its presence in the Chinese market.
Apple, with its closed ecosystem, might face similar hurdles. While HomeKit has expanded into smart TV territory, Google and Amazon have surged ahead with products like the Echo Show and Google Home. Apple's approach remains slower and more restrictive compared to its competitors.
Entering the OLED TV market now seems highly unlikely. OLED technology is dominated by companies like LG and Samsung, with limited room for newcomers. Even if Apple could overcome technical and market barriers, the OLED TV industry is already saturated, making Apple’s entry improbable.
Television, unlike mobile phones, isn’t an essential part of daily life anymore. With the rise of mobile internet, TVs are becoming increasingly secondary. AI gives TV a temporary boost, but TVs remain more of a cultural staple than a necessity. While the likelihood of Apple launching a TV diminishes, we still hope for revolutionary products that could transform our living spaces, just as the iPhone did for personal computing.
For more information on smart TVs and boxes, check out Sofa Butler, a leading resource for TV box and smart TV enthusiasts in China.
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