Apple has never made a TV set. But the idea just won't die, Peter Kafka writes.

Apple is once again thinking about developing its own TV set. Amid a larger push to settle into the smart home market, the company is reportedly considering the potential of an Apple-branded television—a project it dropped over a decade ago after deciding it would be too difficult to pull off.

According to a fresh report, Apple could be revisiting the idea of releasing its own TV set. Here’s what we know about the project.

Bloomberg’s Mark Gurman has resurrected the idea of an Apple television, albeit couching this in the most uncertain of

Obviously, those rumors never came to pass and as the years went by without a release, we assumed the project was dead. But a new report claims that might not be the case, According to Mark Gurman’s latest Power On newsletter, the project still has a glimmer of life.

The first time we heard rumors of an Apple television was nearly 14 years ago, though Steve Jobs later dismissed the idea of a TV, claiming there was no market for it then. We later found Jobs had a plan for an “integrated” Apple TV in one of his biographies.

Apple is said to be considering making a television set, over a decade after it abandoned that idea in favor of creating the Apple TV set top box.