Rumours of an Apple TV set have gone quiet of late, and a recent report appears to explain why.
According to The Wall Street Journal‘s sources, Apple quietly shelved its plans to launch an Apple TV set more than a year ago.
Apparently, Apple had a small team working on such a TV set in recent years, but its plans have now been put on hold and the team disbanded.
It’s claimed that Apple took the decision as it struggled to come up with compelling features to distinguish its effort from the crowd. Besides its 4K resolution, Apple considered adding a sensor-equipped camera for video calls.
When it came to it, though, Apple didn’t feel as if it had a distinctive enough device to enter an extremely competitive market.
These claims come in stark contrast to a recent open letter from investor Carl Icahn, who reckons that Apple will launch a 55-inch and a 65-inch TV set next year.
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Steve Jobs had revealed his TV plans to biographer Walter Isaacson
before his death in 2011, and had even claimed to have “finally cracked”
the troublesome matter of the TV user interface.
Back in 2013, current Apple CEO Tim Cook confirmed that Apple had a “grand vision” for TV.
Now, however, it appears as if Apple is concentrating on refining its work on the Apple TV box. WWDC 2015 is expected to showcase a new device supporting a greatly expanded service, with 25 TV channels, Siri control, and its own App Store.