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Late Steve Jobs said 'no' to Apple TV

Mar 17 2014, 12:27am CDT | by , in News | Apple

Late Steve Jobs said 'no' to Apple TV
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Jobs: "TV is a terrible business. They don't turn over and the margins suck."

It's been nearly four years since we heard rumors of a new Apple TV that will be like a "sheet of glass" and with "no edges and bevels" on it. The company did manage to proffer a set-top box and dubbed it an Apple TV, but Apple has yet to launch an actual TV.

Perhaps the strongest proponent of the alleged Apple TV is Piper Jaffray analyst Gene Munster who previously said that "it will be the biggest thing in consumer electronics since the smartphone."

Munster has been predicting the arrival of the all-in-one connected Apple television since 2010. It's 2014, and a full-blown Apple TV is nowhere to be found. So what if he is wrong?

A new book entitled "Haunted Empire: Apple After Steve Jobs" is debunking the Apple TV myth. The book's author, former Wall Street Journal reporter Yukari Iwatani Kane, wrote that the late Steve Jobs didn't like the idea of an Apple TV.

In a top secret meeting in 2010 with Apple's top 100 executives, Steve Jobs was reportedly asked if the company was willing to release a television. Jobs responded with a big no, writes Kane.

"TV is a terrible business. They don't turn over and the margins suck," the legendary Apple co-founder added.

Thanks to Kane's new book, we are now left with a set of conflicting rumors. In the authorized Steve Jobs biography, notable biographer Walter Isaacson said that Jobs figured out how to improve the television.

 

Isaacson wrote,“‘I’d like to create an integrated television set that is completely easy to use,’ he told me. ‘It would be seamlessly synced with all of your devices and with iCloud.’ No longer would users have to fiddle with complex remotes for DVD players and cable channels. ‘It will have the simplest user interface you could imagine. I finally cracked it.’”

Steve Jobs is sometimes known for saying one thing here and doing another thing there. 

Source: Business Insider

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