Apple almost certainly made a sound decision by giving up on the idea of developing a television set. There's not much it could have contributed that South Korean market leaders haven't already thought of.
Nonetheless, Apple could still change the way we watch television and movies if it decided to create a smart projector. There is a market for these devices that Apple, with its gift for making user-friendly gadgets, could take by storm.
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In September 2014, Apple chief executive Tim Cook said he was interested in TV because it was "stuck back in the '70s": "Think about how much your life has changed and all the things around you that have changed. And yet, TV - when you go in your living room to watch the TV or wherever it might be, it almost feels like you're rewinding the clock and you've entered a time capsule, and you're going backwards. The interface is terrible."
In fact, the interfaces are not that awful. Smart TVs from Samsung and LG, which account for 38 per cent of set purchases, are just about as easy to use as the Apple TV set-top box. There's not much to streamline. I've never heard anyone complain about their TV being hard to use.