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  • Jobs Previously Said Apple Wouldn't Release a Television Set


    According to a passage from Yukari Kane’s upcoming book, Haunted Empire: Apple After Steve Jobs, in 2010 Jobs told Apple executives that the company wouldn’t be releasing a television. Business Insider relays the exchange which occurred at Apple’s 2010 “Top 100” retreat for Apple executives, managers and employees. The attendees of the Top 100 retreat would hear presentations of Apple’s business and often be exposed to new products by Apple. The contents of the meeting are supposed to be a secret. Jobs offered to answer any questions and in one particular scenario someone asked if Apple was going to release a television set. The following was mentioned regarding the matter:

    Yukari says "Jobs didn't hesitate." He said, "No."

    "TV is a terrible business. They don't turn over and the margins suck," said Jobs. (Unlike iPhones which are wildly profitable and replaced every two years, a TV gets replaced every 8 years, and isn't all that profitable.)
    Jobs reportedly said that he didn’t want to control the living room but that the current Apple TV set-top box would remain a hobby until Apple was able to get the content it needed.

    At the time, there was apparently some disagreement among attendees if Jobs was sincere in his comments. Back in 2003, Jobs had told reporters that he didn’t feel that Apple could add much value to mobile phones. The iPhone was announced four years later. Meanwhile it’s been three years since this statement and other reports, including Jobs’ biography attributing comments from Jobs that he had “finally cracked” the difficulties in building an Apple television set.

    Meanwhile, Tim Cook also seems to have made comments more recently that the TV remains an “intense interest” for Apple, though that may refer to enhancing the Apple TV set-top box experience than releasing a full-scale television.

    We’ll have to wait and see what’s to come.

    Source: Business Insider
    This article was originally published in forum thread: Jobs Previously Said Apple Wouldn't Release a Television Set started by Akshay Masand View original post
    Comments 1 Comment
    1. bigboyz's Avatar
      bigboyz -
      Well, it was said that Apple has some tricks up its sleeve for this Fall. Wonder if the HDTV will come to light? Im thinking No. Reason would be the APTV. Apple never competes with itself. Its a model for all business' to follow.