The possibility of Apple releasing its own TV is a rumor that won't go away.
At the beginning of my career in the early 2010s, I remember covering countless reports that the tech giant was working on a television, but the mythical TV never appeared. Instead, those rumors turned into 2015's Apple TV HD, a refreshed, more powerful set-top box with a new operating system called tvOS, and the ill-fated, touchpad-equipped Siri Remote. Back then, Apple also had lofty gaming ambitions for the Apple TV HD, but of course, like most of the tech giant's video game-related plans, they didn't work out.
Of course, it's 2026 now, so we know that didn't actually happen — at least not yet
Since that period, we've seen several Apple TV 4K hardware refreshes, along with a revamped Siri remote with actual physical buttons (Yay!). But rumors that Apple is working on its own TV haven't disappeared completely. As recently as November 2024, Bloomberg's Mark Gurman reported that the tech giant was once again "evaluating" the possibility of releasing a television.
Of course, it's 2026 now, so we know that didn't actually happen — at least not yet. Apple could still be working on a TV, especially as rumors about a smart home hub with a screen continue to swirl. With all of this in mind, let's look at why a TV built from the ground up by the Cupertino, California-based tech giant could be great and what key features it might offer.
Apple is already known for excellent display quality
The M5 iPad Pro and the iPhone 17 Pro feature some of the best screens out there
Apple's devices feature great screens, whether it's the tech giant's M5 iPad Pro or the iPhone 17 Pro. Even the MacBook Pro, which hasn't made the jump to OLED yet (it might soon), features a great-looking LCD screen with vibrant colors. Of course, Apple doesn't actually manufacture the displays featured in its devices — instead, its screens are supplied by companies like Samsung Display, LG Display, and BOE Technology.
Still, the tech giant has stringent standards and high expectations of its parts suppliers. It also doesn't just take off-the-shelf displays from its manufacturing partners. Instead, Apple's screens are entirely custom, with specific resolutions, brightness targets, and local dimming requirements. The company also has some of the best display color management in the industry.
There's no reason Apple couldn't apply these same standards to a television designed from the ground up by its team. Plus, it already has the Studio Display, an arguably overpriced 5K monitor ($1,600) with several odd quirks, like limited compatibility with Windows devices, a restrictive stand, and a 60Hz refresh rate. It's undeniable that the Studio Display has several issues, but it still features an excellent screen, just like the iMac.
Apple could also add a touch of display magic to its TV with ProMotion. Its home screen could run at a silky-smooth 120Hz and then drop to 24Hz for movies, TV shows, and games (unless a game is compatible with a higher refresh rate). Then, when you bring up the tvOS interface again, it could ramp the refresh rate back up. Is this a completely game-changing feature? Definitely not (it also sounds a lot like a version of variable refresh rate (VRR) designed for a TV's menu, and an extension of the Apple TV 4K's Match Content feature). But it would still be a welcome upgrade that we haven't seen on a television before. Whether Apple opts for OLED or mini-LED screen technology, I have no doubt that a TV from the company would offer some of the best picture quality in the industry.
tvOS is already a solid operating system
And with a few stability improvements, it could be even better
tvOS 26 has frustrating stability issues. Still, after trying Tizen, webOS, Fire OS, Roku OS, and Google TV over the past few months, Apple's set-top box operating system is one of the best out there, despite its issues. If Apple were to spend a few months ironing out some of its problems, it could be even better. tvOS' look is clean, its settings are easy to access, and pretty much every major streaming platform (and niche apps, too) already have sleek apps on the OS.
Just use the same operating system and run it on a TV instead of a set-top box connected to your TV via HDMI. On day one, this gives Apple's television access to a library of thousands of slick apps. Additionally, with Apple controlling both the hardware and the software of its TV, common quirks like sound not outputting to soundbars as expected could potentially occur less frequently (this happens with my Apple TV 4K all the time). In theory, changing your TV's settings would also be more straightforward, since options aren't buried under multiple menus, unlike current smart TV operating systems like Google TV, Tizen, and webOS.
Maybe we could even get unique features like a version of AirPlay that works more like NameDrop? What I imagine is that, to cast something to Apple TV for the first time, you'd just need to move your iPhone near the TV to be instantly connected.
The TV is a great services showcase for Apple
If you're already a subscriber, this would be another way to access the tech giant's platforms
Any way you look at it, Apple is a services company now, and what better way to advertise its various app subscriptions, including Apple TV+, Fitness+, Arcade, Music, and more, than with a display that lives in the center of your living room, taking things a step beyond the current 3rd-generation Apple TV 4K box? Every time someone turns on Apple's television, all these services are right in front of them, with Apple having full control over exactly how they appear on its own television.
If you already subscribe to Apple's platforms, you'll probably appreciate having another straightforward way to easily access them, but if you don't, I can also see this being a bit annoying. That said, as long as apps you don't use can be easily uninstalled, just like they can with the Apple TV 4K, I don't see this as a notable issue. If you're already deeply embedded in Apple's ecosystem of products and services, this is another straightforward way to access them, just as it is with the Apple TV 4K. Additionally, with the upgraded version of Siri powered by Google's Gemini on the horizon, a TV would give Apple yet another way for users to access the AI-powered voice-activated assistant.
An Apple television would be a Samsung Frame TV with better specs
There's no way that Apple would release an ugly TV
I don't really know what an Apple television would look like, but above everything else I've mentioned in this story, I'm certain it would be incredibly sleek, thin, and likely powered by at least an A17 Pro or 18 Pro chip (I expect it'll also be pretty expensive). I imagine something along the lines of Samsung's Frame TV, but with an even more edge-to-edge, bezel-free design, a touch of aluminum, a glaringly bright OLED panel, and a CPU that can handle anything you throw at it.
Even if the overall design resembled a larger Studio Display, I'd be into it. I have my issues with 2020's lackluster Studio Display, but none of them relate to its sleek, minimalist design. True to form, Apple would design a TV to be the subtle centerpiece of your home — the kind of product that's undeniably a cool piece of tech, yet still fits in with modern decor.
