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Even After Stepping Down As CEO, Steve Jobs Was Working On An Apple TV Set

Uzair Ghani
Posted Sep 1, 2016
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Steve Jobs, even after stepping down as Apple’s CEO, was working on a full-fledged Apple TV set, according to a newly published report.

Steve Jobs Had ‘Figured Out’ TV, But Didn’t Live Long Enough For His Plans To Materialize

If you go back a few years in time, you’ll find a handful of reports suggesting that Apple was working on a full-blown TV set with the company’s logo stamped on it. But that Apple TV set never materialized and the idea was scraped altogether it seems. It almost sounded like a myth that was being corroborated by a number of different sources.

Today, Walt Mossberg of Re/code has relit that same Apple TV set fire and has revealed to the world something that will only spark some excitement.

According to Walt Mossberg, Steve Jobs had no intention of leaving Apple even after handing the company’s reins to Tim Cook. In fact, the day after he was done as CEO, the man called up Walt Mossberg in excitement, revealing that he had ‘figured out’ TV and everyone was going to love it.

“I think he wanted to talk to me because he was feeling a little sentimental. And also because he wanted me to know that he wasn’t going away”, says Mossberg. “He was going to still be involved. Their press release made some vague nod toward that. But he wanted me to know that he was going to be involved in big strategic things, and also that he was going to reserve one particular thing for himself.”

“I said, ‘well, what’s that?’”

“He said, ‘Well, it’s television … I think we figured out a way to do it, and it’s going to be fantastic. I want you to come out, in a few months, and I want to show it to you.”

Sadly enough, Steve Jobs died two months later, and the mythical Apple TV set never saw the light of day, ever. Instead, since then, the Cupertino company has focused all its resources in building a set-top box that is being sold today, with software being a key driver in all that experience.

But one thing’s for certain now – the Apple TV set was very, very real. And it somewhat gives us hope that we might end up seeing something similar in the near future maybe. But of course, Tim Cook’s Apple is absolutely different compared to how Steve Jobs’ was. Hence we wouldn’t ask everyone to hold their breath for the device just yet.

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