Apple, the tech giant, is once again considering the development of a full-fledged television, according to a report by Bloomberg's Mark Gurman. This marks the company's third attempt at entering the TV market, with previous endeavors being halted due to concerns over low profit margins and high production costs.

The first attempt at building an Apple TV dates back to before Steve Jobs' passing in 2011. In his biography, Jobs famously claimed to have "finally cracked it," but the project never came to fruition. It's now known that Apple had built full-scale prototypes with large displays that could also function as touchscreen Macs or iPads. However, the company ultimately decided not to pursue the project, citing the low-margin nature of the TV business and the fact that consumers rarely purchase new TVs.

Fast-forward to 2019, and Apple revisited the idea of building a TV. However, the company opted to focus on bringing its TV app and streaming subscription to TVs made by other manufacturers instead. This move allowed Apple to still have a presence in the TV market without having to bear the costs and risks associated with manufacturing its own TVs.

Now, with Apple developing a range of smart home devices, including a wall-mounted tablet, the company is once again exploring the possibility of building a full-fledged TV. While this development may seem promising, it's worth noting that the same market and cost concerns that halted previous attempts may still be a barrier to the project's success. Apple's executives will need to carefully weigh the potential benefits of entering the TV market against the potential risks and costs.

Industry analysts will be watching this development closely, as an Apple TV could have significant implications for the TV market as a whole. If Apple does decide to move forward with the project, it could potentially disrupt the traditional TV business model and create new opportunities for innovation and growth. However, if the project is ultimately scrapped, it will be a significant blow to those who have been waiting for an Apple TV.

One thing is certain – Apple's renewed interest in building a TV is a testament to the company's commitment to innovation and its desire to expand its ecosystem of products and services. As the tech giant continues to explore new markets and opportunities, one can't help but wonder what other surprises it may have in store for us.