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Steve Jobs once told Jony Ive that Apple would never make a TV

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Apple has been tinkering with the idea of breaking into the TV market for some time now, but it looks like its late founder Steve Jobs hated the idea of building a TV.

According to an upcoming book, “Becoming Steve Jobs: The Revolution of a Reckless Upstart Into A Visionary Leader,” Jobs told Apple’s design head Jony Ive in the late 1990s, “I just don’t like television. Apple will never make a TV again.”

The quote was reported earlier by the blog Cult of Mac. The book is set for release later this month, so we don’t know the full context behind those comments. The word “again” suggests Jobs was referring to the Apple Interactive Television Box, a TV set-top box which the company tested in a few markets in the mid 1990s but never produced in large numbers.