There has been sufficient buzz revolving around Apple building a 4K TV. Senior analysts have even said that the production of these sets will begin this year. However, Wall Street Journal is now reporting that after years of conducting research on a possible Apple television, the company has shelved its plans to foray into this sector due to various strategic reasons. Also Read - PUBG New State receives over 17 million pre-registrations as closed alpha testing endsAlso Read - Apple CEO Tim Cook claims iOS is more secure than Android
Citing sources familiar with the matter, the report says that the company has now shifted focus back to Apple TV, and have concentrated its efforts to elevate the set-top box further. It plans to unveil a slimmer redesigned Apple TV, along with the introduction of an online TV service at WWDC next month. The team that was working on Apple’s television project, has now been disbanded and have been put into other projects. Also Read - Apple Music Lossless, Spatial Audio features with Dolby Atmos coming soon to India
For nearly 10 years, Apple considered building a television. The company experimented with video calling, like a FaceTime for TVs, but in the end the executives did not find the product compelling enough, or business conducive enough to enter a new product area.
Currently, Apple is focusing on upgrading its Apple TV box and spearheading its online TV service. It is in talks with programmers to create a bundle of TV channels delivered to its devices online. Apple also announced recently that it was the exclusive digital partner of HBO Now, the online streaming service of the premium cable channel.