Apple will not enter the television set market with its own long-lauded, long-expected hardware, according to an online report, putting an apparent end to one of the more persistent rumors weaving around the Cupertino, Calif. company’s future.

That’s good news, said one analyst.

“I never thought it made strategic sense,” said Jan Dawson, chief analyst at Jackdaw Research, in an interview. “The TV has been reduced to the glass, just a screen from the hardware perspective, a black rectangle with a very small border attached to the wall or against the wall. There was no room to make it look better or make it look like an Apple-designed product, which are meant to be seen and handled and in public.”

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