The report points to the lack lustre sales of the existing Apple TV. "It has been five years since Apple introduced Apple TV into the market, and sales are still not picking up in absolute terms," writes an unnamed author on Seeking Alpha.

"The slow-paced growth suggests there is an utter lack of interest in this product category, not only Apple TV," the .

Another point against Apple entering the TV market: "The market for digital media players has clearly become very crowded."

The final point of the report is that "Apple owns no content." Instead, "Apple is a device-selling driven business"... "content sales account for a very small share of Apple's profits."

The content owners are the ones who have the monopoly, "Apple's profit from Apple TV will again be largely driven by hardware sales."