There was a time when many analysts and other industry pundits firmly believed Apple was working on an Apple television set. It was a device that never materialized, but now it looks like Bloomberg’s Mark Gurman is stoking the last dying embers of these decade-old rumors in this week’s Power On newsletter.

A new rumor indicates Apple is ‘evaluating’ building its own TV set. Here are five reasons why the company absolutely should make a TV.

Depending on the success of its upcoming smart home hub, Apple will evaluate making its own TV set, according to reports. Does this sound familiar?

Apple is reportedly evaluating whether to make an Apple-branded TVIt was rumored years ago, and it may be backPeople might pay a premium for privacy and long software support Apple doesn't make TVs,

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.

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.