According to the latest reports, Apple Television is thinking about revisiting its entrance into the long-rumored television hardware market. Many people, including industry insiders and enthusiasts, are eagerly looking forward to an Apple-branded TV set; however, with the existing ecosystem of the company for its TVs, readiness still remains a question.
For quite a while now, Apple’s TV ecosystem, consisting of the device Apple TV, tvOS, the Apple TV+ streaming service, and the TV app, has lacked cohesion. Particularly, criticism is focused on the TV app: It has scarce organizational tools that confusingly group titles under genres and require the content to be downloaded before users can actually create playlists out of the media files, which limits users’ experience and use of premium Apple hardware.
Adding a branded television set would compound the confusion. Consumers already seem to get lost in Apple Television offerings; adding another product would make it even more imperative for Apple’s marketing team to have clear messaging around those products.
However, some believe that the motivation may come with advances in artificial intelligence. For example, an Apple Television can be the AI-enabled hub that fits in quite well with the company’s smart home. This kind of device will help stand out in a very competitive market and may include advanced features to deliver an enhanced user experience.
However, the price tag of Apple products is so high that it may become a barrier. Slim profit margins in the television market and long consumer upgrade cycles may require an Apple television to offer great value and innovation to justify its likely premium price tag.
Rumors are still surfacing and industry observers are being careful about it. Whether Apple is capable of revolutionizing the experience around television or entering the market is something that remains open at this point. Only fans and critics can guess that now.
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