Steve Jobs Thought an Apple TV Set Was a "Terrible" Idea

By Gerald Lynch on at

An app-equipped, iTunes-connected Apple TV has been rumoured longer than any other device in the Cupertino company's portfolio, but it's a business Apple has always appeared wary of. Now, a new book reveals just how against the idea of an "iTV" the late Steve Job once was.

Haunted Empire: Apple After Steve Jobs by Yukari Iwatani Kane, describes a meeting between Jobs and Apple's top 100 employees and executives, which took place in 2010. Asked about a potential Apple-branded TV set, Jobs gave an instant "no" in response to the question, before elaborating a little.

"TV is a terrible business. They don't turn over and the margins suck," Jobs is said to have answered.

Dying in October 2011, Jobs's remarks here came relatively late in his life, offering little time for a drastic change in his opinion. And yet Walter Isaacson's biography of Jobs quotes the former CEO as saying "I'd like to create an integrated television set that is completely easy to use… It would be seamlessly synced with all of your devices and with iCloud… I finally cracked it."

Which was the final stance Jobs left the company with? We may never know, at least not until any eventual Apple TV finally rears its head. Regardless, as the title of the book suggests, we're now firmly in the post-Jobs, Cook era of Apple. And under Cook, the new CEO calls the TV business "an area of intense interest". The dice have yet to be cast, it would seem. [Business Insider]