Mark Gurman, a journalist renowned for his well-placed sources at Apple, recently dropped a bombshell in his Power On newsletter: the Cupertino company would “evaluate” the possibility of launching his own television. This information, if confirmed, would mark a return to the sources for Apple which, a few years ago, seemed to have abandoned the idea of a television stamped with the famous bitten apple.
The shadow of the HomePad hangs over the project
However, it would seem that this television project is conditional on the success of Apple's next smart displaysscheduled for release next year. The first model, an entry-level device nicknamed “HomePad”, should get the ball rolling. A more high-end model will then follow, equipped with a larger screen and a robotic arm.
Gurman specifies, however, that if the “HomePad” is a business failureApple could review its ambitions in terms of a connected home, and therefore potentially abandon the idea of a television. The success of this first intelligent screen therefore seems crucial for the future of the television project.
A difficult market to conquer
One might wonder why Apple would once again be interested in the television market, a sector dominated by giants like Samsung and LG. Competition is fierce and profit margins are low. In addition, Apple already offers the Apple TV, a multimedia box that can transform any television into a “smart TV”.
It is possible that Apple wishes to offer a even more integrated user experiencecombining the functionality of Apple TV with a high-quality screen and careful design, hallmarks of the brand. The firm could also focus on the integration of its services, such as Apple TV+ et Apple Arcadeto differentiate yourself from the competition.
The Vision Pro, an unexpected competitor?
The arrival of Vision ProApple's mixed reality headset, could complicate things, however. Indeed, Apple presents the Vision Pro as a device capable of replacing a home cinema. If the Vision Pro is successful, it's possible that Apple will focus on that product rather than a traditional TV.
For now, it's unclear what direction Apple will take. The television project is still a preliminary stage and its future will largely depend on the success of the “HomePad”. We will therefore have to wait a few more years before knowing whether or not Apple will enter the television battle. The only certainty is that Mark Gurman will continue to scrutinize Apple's every move to keep us informed of the latest rumors and the firm's secret projects.
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