“There’s new information that suggests Apple may not ever get into the television business,” Jay Yarow reports for Business Insider. “The Wall Street Journal‘s former Apple beat reporter, Yukari Iwatani Kane, has a new book about Apple called Haunted Empire: Apple After Steve Jobs. In her book she says Jobs told his top executives before he died that he had no plan to release a television because it’s a bad business.

“In 2010, Jobs hosted his final Top 100 meeting,” Yarow reports. “Yukari reports on the last day of the meeting, Jobs sat in front of the room with everyone and said, ‘You’ve got Steve Jobs sitting right here. You’re my guys, you can ask me anything you want. I don’t care how dumb it is or how insulting it is. I want to make you all feel comfortable about whatever questions you have about the company.’ One person asked if Apple was going to release a television next. There were already rumors all over the place that it was Apple’s next conquest. Yukari says ‘Jobs didn’t hesitate.’ He said, ‘No. TV is a terrible business. They don’t turn over and the margins suck.'”

“But, Jobs comments to Apple execs are at odds with what he told his biographer Walter Isaacson. Before he died he said, ‘I’d like to create an integrated television set that is completely easy to use … It would be seamlessly synced with all of your devices and with iCloud … It will have the simplest user interface you could imagine. I finally cracked it,'” Yarow reports. “Jobs was famous for saying one thing and then doing another. In this case, it’s hard to know which quote was the truth. Was he telling the truth to Isaacson, or to his Apple’s top 100 employees?”

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