However, a new book that focuses largely on Apple under CEO Tim Cook contains a passage that seeks to dispel this myth in a big way. According to Business Insider, ex-Wall Street Journal reporter Yukari Kane writes that Jobs vehemently denied an ambition to make a TV set in the new book Haunted Empire: Apple After Steve Jobs. Jobs was reportedly asked about the possibility Apple TV set in 2010 at the companys annual meeting of its top 100 employees and executives — and his response was an immediate no. He then elaborated, saying that TV is a terrible business.
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