A longtime rumor that Apple is considering a branded TV has resurfaced.
In Bloomberg’s Power On newsletter Sunday, reporter Mark Gurman revealed the company is “evaluating” an Apple-branded TV set. Although no additional details were provided, this speculation — long a topic of interest, even preceding rumors about an Apple Car — feels timely given the company’s reported growing focus on smart home technology.
Last week, Bloomberg reported Apple is developing a wall-mounted display designed to control smart home products directly within the household. The device, code-named J490, is expected to support video calls; manage smart home appliances such as thermostats, lights and security cameras; integrate with Siri; and utilize Apple’s advanced AI for app access, according to the report.
This iPad-like display, expected to be released in March, is reportedly central to Apple’s expected renewed push into the smart home market, a space where it has traditionally lagged behind competitors Google and Amazon. Bloomberg noted that CEO Tim Cook has prioritized the development of this device as part of Apple’s broader strategy to expand its smart home ecosystem.
Meanwhile, prominent Apple analyst Ming-Chi Kuo predicts Apple plans to launch an AI-powered smart home camera in 2026 to further strengthen its presence in the smart home world.
Years ago, Apple explored creating a branded TV but ultimately shifted to releasing a TV set-top box, the Apple TV. According to Walter Isaacson’s 2011 biography of Steve Jobs, the Apple co-founder believed he had “cracked” the code for building a “completely easy to use” Apple-branded TV by eliminating complex remotes and enabling seamless syncing with user devices and the cloud. Jobs aspired to do for televisions what Apple had achieved with computers, music players and phones, according to Isaacson.
However, the need for an Apple-branded TV may be less pressing today. At the time Jobs considered the option, smart TVs were not yet widespread. Now many manufacturers offer similar capabilities at competitive prices, which could make it harder for the company to differentiate itself in a crowded market.
