The idea of an Apple-made television set has become perhaps the most notorious rumor that has ever surrounded the company. The notion swirled for years, picked up steam due to its inclusion in Walter Isaacson's Jobs biography, and has refused to die ever since. However, a new book that focuses largely on Apple under CEO Tim Cook contains a passage that seeks to dispel this myth in a big way. According to Business Insider, ex-Wall Street Journal reporter Yukari Kane writes that Jobs vehemently denied an ambition to make a TV set in the new book Haunted Empire: Apple After Steve Jobs.

Jobs was reportedly asked about the possibility of an Apple TV set in 2010 at the company's annual meeting of its top 100 employees and executives — and his response was an immediate "no." He then elaborated, saying that "TV is a terrible business. They don't turn over and the margins suck." Of course, Jobs famously changed his mind about products, so it's entirely possible that he came up with the innovation he needed to "crack" the TV puzzle before his death. We'll just have to keep waiting to see if a real Apple TV set ever materializes.