That's for good reason: An Apple TV set didn't make sense years ago. But in theory, if that goes well, then maybe Apple will be more interested in chasing an Actual TV Set. Apple still sells a dedicated Apple TV box, which you can plug into any TV to transform it into an "Apple TV." AdvertisementYou can debate whether Apple TV+ is actually successful — its movie strategy seems … challenged — but it at least makes sense strategically: Apple TV+ is supposed to generate recurring monthly revenue, and Apple is all about recurring monthly revenue as part of its "services" push. A TV set — even the most awesome TV set — would be a one-and-done proposition for Apple.

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