In Bloomberg's Power On newsletter written by Mark Gurman, he revealed the company is "evaluating" an Apple-branded TV set. Although no additional details were provided, this speculation -- long a topic of interest, even preceding rumors about an Apple Car -- feels timely given the company's reported growing focus on smart home technology.

Rumors of Apple releasing a branded smart TV have resurfaced years after Apple reportedly ended development on the product

The tech giant has considered crafting its own smart TVs in the past, and the idea may be coming back to life. Despite pledges of high tariffs from President-elect Trump, Apple is plotting out an ambitious future for itself.

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.

Between around 2009 and 2011, it was repeatedly rumored that Apple would be releasing a TV, but that obviously never happened. Now,

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.

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.

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.