This is a poor excuse. Given their moves into content production, Apple should make a real TV and it should be the best TV ever by far. https://i.imgur.com/2Ldf3qW.jpg

The initial reason was that they didn’t have a good distribution (more than a decade ago). It’s feasible now with Apple Store being ubiquitous. Slick hardware + interoperability/UX is nice. Likely need more to capture a large enough market, though.

It’s hard to imagine Apple having a hard time gaining market share with any type of consumer electronics, IMO they already have such a strong ecosystem that they could get away with selling virtually anything so long as it’s compatible with with all of the other hard/software