The product Apple hasn’t touched might be the one it could perfect

• The operating system would be tvOS
• Why wouldn’t you trust Apple with a good display?
• It wouldn’t be the first company to do it
• How realistic is an Apple TV?

It’s not like Apple is a secret. It is one of the most widely talked about companies in the history of tech. Starting out with computers and turning into so many other devices, as well as some of the best computers still on the market today, Apple has become a multi-billion dollar conglomerate. From phones to computers to tablets to headphones, the company has its toes in many different revenue streams.

But one that it hasn’t fully embraced yet is TV. Yes, Apple offers a smart TV set top box through Apple TV 4K, and it has its own streaming platform with Apple TV+. But there isn’t a physical television in the lineup. If you want tvOS, you have to have an Apple TV 4K. There isn’t a TV made with it as its native operating system, though.

But imagine if it did get into the TV game. What would it look like? What would it do to the rest of the landscape? It’d probably rule that realm as well. But there will be plenty of haters, as Apple’s already used to.

The operating system would be tvOS

It was recently updated alongside iPadOS and iOS

Apple has not informed anyone that it is seriously considering entering the TV manufacturing landscape.

One thing you can assume: Apple’s TV would run tvOS. Why would it change the operating system from the one it’s already built for a smart TV? That wouldn’t make sense — and tvOS is already incredibly simple to use. It’s a user-friendly layout with easy-to-navigate menus and access to a wide range of apps, not just ones specific to Apple.

Simple Apple integrations like FaceTime and Apple Music are baked into tvOS. With the latest tvOS 26 update, the layout now features Liquid Glass. If you’re watching something and pause it, the Continue Watching will show up with cards that show you how far you are into the program and where you want to start it up.

It’s now easier than ever before to use your Apple TV as a shared device, with users being able to sign into their profile whenever it’s their settings they want to see. This doesn’t need to happen in a specific streaming service for it to take effect. As far as operating systems on smart TVs go, tvOS is one of the top options. It would only be natural to include that software in the “new” TV.

Why wouldn’t you trust Apple with a good display?

Liquid Retina Displays have proven what Apple can do

Apple has proven that it knows how to handle an LCD screen. Just ask any user of one of their Liquid Retina Display devices, like an iMac or an iPad. The realistic display highlights brilliant colors and provides great viewing angles, which is incredibly important when you think about a TV — especially since Apple one-upped the Liquid Retina Display with an Ultra Retina XDR display for the iPad Pro M4.

This features nano-texture technology that works great on the OLED display. If Apple wants to show it’s serious about upgrading its screen game, look no further than the leap from LCD to OLED on the M4 iPad Pro. The display is stunning, and there’s no reason Apple couldn’t bring that same experience to a future TV.

The biggest asset that this kind of display has is its anti-glare technology. As anyone who has a TV in a sunny room knows, it’s nearly impossible to find a good anti-glare TV. But Apple has proven that it has the capability to make such a thing. But Apple has shown it can do just that. People would pay top dollar for a smart TV that’s not only intuitive to use, but also crystal-clear no matter the lighting. Throw in the opportunity to potentially show artwork on this TV (a la Samsung The Frame) onto this clear of a display, and you might have the best new TV on the market.

It wouldn’t be the first company to do it

It might as well go against its biggest rival

Just as you can watch The Roku Channel on an Apple TV 4K, you can watch Apple TV+ on a Samsung TV (and many other manufacturers). Just as you can stream Apple TV+ on an iPhone, you can stream it on a Samsung or Pixel phone. If Apple enters the TV manufacturing space, you couldn’t blame it for trying to match Samsung — which is lauded for its attention to detail on its phones and TVs. It’s one of the biggest manufacturers of smart TVs in the world, as its Tizen operating system is used by millions of TVs.

Samsung has also made big strides in the smart home space, which has basically come down to things that have Apple HomeKit compatibility, rather than a set Apple smart home product (sorry HomePod). Apple creating a smart TV would be the massive smart home device that the company needs. Offering compatibility for many products through the TV would be a huge boost for the interconnectivity of its devices. The company already does a great job of integrating its apps into its devices and connecting them all together.

Because, as is shown by Apple TV’s investment in films, there are some hits and a lot of misses. This doesn’t need to be a miss in Cupertino.

Apple can take a page out of Samsung’s book if it wants to succeed on other levels. Of course, Samsung doesn’t have as much success making computers as Apple does. It’s the classic Android vs. Apple argument: Apple could try and close that argument out further by one-upping Samsung in an area that it thrives in.

How realistic is an Apple TV?

It’s probably never going to happen

Apple will probably never start a new division of its company to sell TVs. It’s a massive business cost, and if it fails, it would be millions in sunk costs. Plus, TVs aren’t always the most profitable business. Depending on the price point of the TV, it could have to sell millions of units to turn a profit.

Apple has the hardware and the software to create a solid TV. But why mess with a good thing? Its products are some of the most popular in the world and are beloved by tons of users. Having a bad TV could be a devastating burden on the company’s business. It doesn’t make sense for Apple to invest in this. Because, as is shown by Apple TV’s investment in films, there are some hits and a lot of misses. This doesn’t need to be a miss in Cupertino.