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

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yea good point, although samsung also makes phones

Apple screens are absolutely beautiful!! But given most of their phones and displays are made by other companies (Samsung and LG respectively), I guess the math might not have worked out

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That sounds like Microsoft’s strategy. AFAIK the reason they aren’t making a car is not because of lack of profitability. https://www.theinformation.com/articles/inside-apples-eight-year-struggle-to-build-a-self-driving-car

Nah. For the same reason they won’t make a car. Much more profitable for them to make just the valuable “smart” part and let everyone else deal with the complex supply chain and commodification.

The problem is without ads it will need to cost 3X as much as the next best tv, and nobody looks at their tv as indispensable as their phone

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You mean the Pro Display XDR…just bigger?

I’d start with making the display way better… Apple’s the best at building screens.

What features/experience do you think is missing in current models that apple could possibly solve for ?

Ecosystem and product builder.

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maybe in a decade or two VR will be the norm, but i think people will still want TVs for a while. As for mobile, why can’t they just do both? They have the money. And their current body of content is made for the living room, not the phone.

Not obvious that would be the best strategy. 
The likely path is to keep improving mobile (largest media consumption in the younger generations) and then get into headsets (AR/VR) and try to be the best at that.

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on the one hand, willingness to pay for TVs has come down and is far under $1k so you could make a case to price at the low-end of mac line.

On the other, materials would be higher quality than other TVs and more expensive to build, so you could go a lot higher (lots of macbooks around 2-2.5k). 

I’d guess the latte

how much would an actual apple tv cost do you think?

I have a feeling that they're looking to skip TVs and use high resolution AR/VR displays for that purpose instead.

I love the Apple TV. Modular design is a great solution because the important thing about TV isn’t the screen, it’s the content

I have the feeling that, for them, this would not be a good strategy, specially because they would have to offer a bigger variety of options and it would increase costs and logistics complexity. For them is easier with the TV Box I think.

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.

Cue Tim Cook at WWDC: 

“This is the best TV we’ve ever made by far”

“Stunning resolutions”

“Gorgeous color”

“Starting at $1,999, available for pre-order today”

I don’t quite get this viewpoint (though it’s clearly a popular one). Apple TV is my only input device and it’s unclear to me what would be much better if Apple also made the screen itself?

Rumors were they were considering this years ago, but backed off due to supply chain issues in sourcing.