Steve Jobs explains in this video some of the hurdles with an Apple Television. The video was filmed in July of 2010 at a D8 conference in Rancho Palos Verdes, California.
Steve states that there not much innovation in TV industry because there is not a viable go to market strategy.
“The television industry fundamentally has a subsidized business model that gives everyone a set-top box, and that pretty much undermines innovation in the sector,” said Jobs.
He continued to say, “It’s not a problem with the technology, it’s a problem with the go-to-market strategy….I’m sure smarter people than us will figure this out, but that’s why we say Apple TV is a hobby.”
Over a year later he told Walter Isaacson while doing interviews for his biography, “‘I’d like to create an integrated television set that is completely easy to use,’ Jobs went on to say. ‘It would be seamlessly synced with all of your devices and with iCloud.’ No longer would users have to fiddle with complex remotes for DVD players and cable channels. ‘It will have the simplest user interface you could imagine. I finally cracked it.’”