03/17/2014 10:36 am ET Updated Mar 17, 2014

Steve Jobs Never Wanted Apple To Make A TV


You have an iPad, an iPhone, and iPod and a Mac. Are you dreaming of a sleek, glass TV also designed by Apple? Don't hold your breath.

Former Wall Street Journal technology reporter Yukari Iwatani Kane has a new book out called "Haunted Empire: Apple After Steve Jobs," and in it, she describes a scene that could disappoint TV-lovers.

In a meeting with Apple employees in 2010, Jobs encouraged people to ask him questions. One employee, Kane writes, asked if Apple would ever make a television. "No," Jobs said. "TV is a terrible business. They don't turn over and the margins suck."

Some, of course, have taken this to mean that Apple will never make a television set, despite the rumors that Apple has been planning to do so.

Apple, of course, does have a device for the TV, called Apple TV, which attaches to your TV set and lets you watch things from sites like Hulu Plus and Netflix right on your television.

Jobs made quite a few sweeping statements about what Apple would or would not do over time. In 2010, for example, Jobs famously said that Apple would never make a significantly larger iPhone, arguing that no one would want to buy a phone "you can't get your hand around."

Up to this point, Jobs was right about one thing: Apple has yet to release a much larger iPhone. He was wrong, however, when he said that nobody would want to buy a huge phone. Samsung's Galaxy S4 is significantly larger than any iPhone has ever been and Samsung sold 40 million of them in the first 6 months they were available.

Since Jobs passed away in 2011 and Apple hasn't strayed far from the path he set out. That wasn't Jobs' intention, however. "I never want you to ask what I would have done. Just do what's right," Cook says Jobs told him before his death.

Jobs used Disney as an example of a company that focused too much on its deceased co-founder's wishes. "I saw what happened when Walt Disney passed away. People looked around, and they kept asking what Walt would have done," Jobs reportedly told Cook. "The business was paralyzed, and people just sat around in meetings and talked about what Walt would have done."