Dream Big
“Apple’s stock rose $3 a share on a quote [in Walter Isaacson’s new Steve Jobs biography] that Jobs was on the verge of producing an Apple television set before his death:“He very much wanted to do for television sets what he had done for computers, music players, and phones: make them simple and elegant. … ‘I’d like to create an integrated television set that is completely easy to use,’ he told me. ‘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.”
“Now, to be fair: Unlike computers, TVs were simple and elegant to begin with. Once. Not unlike an iPad, they had a simple interface that was mostly screen. You turned it on, and TV came out. In the old days you may have had to get up to change a channel or adjust some rabbit ears, but the whole process was pretty intuitive and analog. Even now, the TV part of a TV is pretty straightforward. . . .
“I don’t know if an iTV—if it exists—will do this, but Steve Jobs would want us to dream big, right? Do you want a TV from Apple? And if so, what do you want on yours?”
Time, Oct. 25, 2010
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