For months now, it has been speculated that Apple is working at the release of the first Apple TV. Now, reports indicate that Steve Jobs never wanted Apple to release such a product.
Apparently, the late CEO of Apple told executives before he died that he had no plans to invest in this segment of the market, saying that it actually is bad business. At least, this is what a new book about Apple indicates.
The book was written by Yukari Iwatani Kane, becoming known as Haunted Empire: Apple after Steve Jobs. In this book it is revealed that Steve Jobs held a Top 100 meeting gathering the top 100 executives, managers and employees of the company. This is a secret meeting which Steve Jobs announced with about one month before taking place.
New products were commonly presented at this meeting. No one was allowed to access any Internet sources during the meeting, while everything had to be kept a secret. The same book reveals that the final meeting was hosted by Steve Jobs back in 2010. At this meeting the iPad 2 was revealed.
The book writes that Steve Jobs claimed during this meeting: “You’ve got Steve Jobs sitting right here. You’re my guys, you can ask me anything you want. I don’t care how dumb it is or how insulting it is. I want to make you all feel comfortable about whatever questions you have about the company.”
Business Insider writes that this was the moment when someone asked Jobs about the future of the Apple TV. Jobs said that Apple is not going to release such a product. “TV is a terrible business. They don’t turn over and the margins suck,” apparently he said.
Steve Jobs also claimed that the Apple TV will remain a hobby for now, until it got all the content it needed. The book reveals that while some didn’t know what to believe about what Jobs said, others trusted his words. It was also reported that Jobs said before his death to his biographer Walter Isaacson, that he would want to create an integrated television set that is simple to use. The famous CEO of Apple was well known for saying one thing and doing the other, so the truth may be somewhere in the middle.