In 2010 Steve Jobs sat on stage at the D: All Things Digital Conference and took a question from an audience member. “Do you think it’s time to throw out the interface for television?”

Steve replied instantly with a confident, multipart answer. “The problem with innovation in the television industry is the go-to-market strategy,” he said. “The television industry fundamentally has a subsidized business that gives everybody a set top box for free or for $10 a month, and that pretty much squashes any opportunity for innovation, because nobody’s willing to buy a set-top box.” Ask anyone about their success selling set-top boxes, he said. Even Apple. “A lot of people have tried,” he said. “They’ve all failed.”