So as a smartphone-style battle shapes up in the TV industry, where is Apple?
The company launched its Apple TV box in 2007 but from the start then-CEO Steve Jobs termed it a "hobby" — a project that would help the company figure out how the worlds of Internet and TV would merge, but not a serious challenge to cable or satellite TV.
Apple finally stopped calling it a hobby in 2014, when Apple said the entire Apple TV business — set-top boxes and content purchases — surpassed $1 billion in revenue in 2013.
Apple doesn't exhibit at CES, so there were no updates on its strategy this week, but its unlikely the company will be willing to sit on the sidelines if the TV market begins a significant shift. Who knows, it might even rekindle rumors of an Apple-branded TV set.
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