Apple Reportedly Exploring Branded TVs

Apple is once again considering the idea of releasing its own branded televisions, according to Mark Gurman from Bloomberg, who is known for his accurate predictions about the company’s products.

However, Gurman notes that the launch of Apple TVs would only happen after the company finalizes its new smart display lineup.

The first smart display models are aimed at mainstream consumers and could debut as early as next year. Apple is expected to introduce an affordable version first, followed by a more advanced model with a larger screen and potentially even a robotic arm for interactive features. If these displays are successful, Apple may expand its product line to include televisions. On the flip side, a failure in the smart display segment could force the company to rethink its plans for the smart home market, leaving Apple TVs on the drawing board.

Currently, Apple offers the Apple TV set-top box, but branded premium TVs could represent a new direction for the company’s ecosystem. While the market for such televisions might be niche, their success could be driven by Apple’s reputation for quality and seamless integration with its other devices.

On the other hand, Apple’s push for the Vision Pro mixed reality headset complicates the picture. The headset is marketed as a device capable of delivering a home theater experience, and the introduction of TVs could create internal competition, conflicting with Apple’s current strategy to promote Vision Pro as the centerpiece of its entertainment ecosystem.