Apple (AAPL, Financials) is reportedly revisiting the idea of launching an Apple-branded television, according to Bloomberg's Power On newsletter.

Though specifics are few, the assumption fits the company's growing initiatives in smart home technologies.

Last week, Bloomberg revealed that Apple works on a wall-mounted smart home display under the J 490 code-name. Expected to launch in March, the gadget will include Siri compatibility, video calling features, connection with smart home products like thermostats and security cameras, and Apple's approach to strengthen its smart home ecosystemwhere it has faced competition from Google and Amazonis considered as mostly dependent on the display.

Tim Cook, Apple's CEO, has allegedly given this smart home gadget top attention, indicating a change in the company's strategy toward this market niche. Reiterating Apple's commitment in this area, industry analyst Ming-Chi Kuo has further projected the company intends to introduce an AI-powered smart home camera in 2026.

For years, people have speculated about a TV bearing the Apple brand. In Walter Isaacson's 2011 book, Steve Jobs discussed his goal for a streamlined television experiencethat is, for the removal of intricate remotes and a seamless integration with other Apple products. Apple changed its emphasis from this objective to the Apple TV set-top box, which is still a mainstay of its home entertainment lineup.

Should Apple go with a television release, Apple confronts a saturated market because smart TVs are increasingly popular and provide sophisticated capabilities at reasonable rates. However, if the product advances, its past of using design and ecosystem integration might offer a competitive advantage.

Apple stock was last trading at $229.05 on Monday, up 1.8% in early morning action.

This article first appeared on GuruFocus.