Apple has never made a TV set. But the idea just won't die, Peter Kafka writes.

Apple is once again thinking about developing its own TV set. Amid a larger push to settle into the smart home market, the company is reportedly considering the potential of an Apple-branded television—a project it dropped over a decade ago after deciding it would be too difficult to pull off.

According to a fresh report, Apple could be revisiting the idea of releasing its own TV set. Here’s what we know about the project.

At the time, the 40-inch set, which had a projected price of $2,000, was essentially an Apple TV device with a flat-screen display. Of course, the biggest question is whether consumers will be interested. Affordability isn't at the forefront of Apple's ...

In Bloomberg's Power On newsletter written by Mark Gurman, he revealed the company is "evaluating" an Apple-branded TV set. Although no additional details were provided, this speculation -- long a topic of interest, even preceding rumors about an Apple Car -- feels timely given the company's reported growing focus on smart home technology.

The first time we heard rumors of an Apple television was nearly 14 years ago, though Steve Jobs later dismissed the idea of a TV, claiming there was no market for it then. We later found Jobs had a plan for an “integrated” Apple TV in one of his biographies.