“In 2010, Apple Inc. co-founder Steve Jobs referred to Apple Inc.’s efforts in TV as a ‘hobby,'” Therese Poletti writes for MarketWatch. “To investors, that meant it’s not a very big business. In fact, Apple still does not break down sales of its little Apple TV box in its financial statements. In its current form, Apple TV is a device, like the Roku player and others, lets consumers stream digital content from the Internet or their Apple devices, on their HDTVs.”

“The topic of what will Apple do next in this arena became an obsession for investors, especially after reading comments by the late Steve Jobs in Walter Isaacson’s 2011 biography,” Poletti writes. “‘I’d like to create an integrated television set that is completely easy to use,’ Jobs told Isaacson. ‘It would be seamlessly synched with all your devices and with iCloud. It will have the simplest user interface you could imagine. I finally cracked it.'”

MacDailyNews Take: Right now, those four sentences that Jobs uttered to Wrong Choice Walter haunt Apple to great effect.

“In 2012, The Wall Street Journal reported that the company was talking to cable operators about a set-top box, but it could not negotiate any deals that would let it offer more ambitious programming, including live television,” Poletti writes. “Whether or not Apple TV will ever be among its future industry-changing forays remains a big question.”

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MacDailyNews Take: For more about what’s wrong with Apple TV and what Apple could do to shake things up, read: Steve Jobs’ eye for design isn’t what Apple misses most.