Apple Could Sell 13 Million Televisions According to Morgan Stanley's Katy Huberty
Last week, Tim Cook shared that television was an area of "intense interest" for Apple, stoking the rumor mill once again that the company will come out with a TV at some point. Today, Morgan Stanley analyst Katy Huberty shared results from a proprietary survey of 1,568 U.S. heads of household from September. Fortune's Philip Elmer-DeWitt shares some of the results of the survey.
11% of respondents said they would be "extremely interested" in buying an Apple-branded TV set, which translates into 13 million units in the U.S. alone. 36% said they would be "somewhat interested," which could translate into another 43 million units.
The 47% who were either "extremely" or "somewhat" interested is more than twice the 23% who said they were interested in buying an iPhone and the 21% who were interested in an iPad before either of those products were released.
Respondents who owned at least one Apple device were nearly four times more interested in buying an iTV that those who did not.
46% of respondents were willing to pay over $1,000 for an iTV and 10% were willing to pay over $2,000. On average, respondents were willing to pony up $1,060, a 20% premium over the the average $884 they paid for their current TV set.
Further, Huberty lays out three strategies for Apple to fix television. The company could become a "full-blown virtual cable service provider"; partner with existing pay-TV carriers and replace their set-top box with its own; or Apple could "bundle the TV set with its existing Apple TV" box.
Of course, there have been years of speculation about a potential Apple TV. Following the release of Walter Isaacson's biography of Steve Jobs, in which Jobs said he had "cracked" television, rumors have taken on a more fervent tone.
Popular Stories
Phishing attacks taking advantage of Apple's password reset feature have become increasingly common, according to a report from KrebsOnSecurity. Multiple Apple users have been targeted in an attack that bombards them with an endless stream of notifications or multi-factor authentication (MFA) messages in an attempt to cause panic so they'll respond favorably to social engineering. An...
iOS 18 will give iPhone users greater control over Home Screen app icon arrangement, according to sources familiar with the matter. While app icons will likely remain locked to an invisible grid system on the Home Screen, to ensure there is some uniformity, our sources say that users will be able to arrange icons more freely on iOS 18. For example, we expect that the update will introduce...
The next-generation iPad Pro will feature a landscape-oriented front-facing camera for the first time, according to the Apple leaker known as "Instant Digital." Instant Digital reiterated the design change earlier today on Weibo with a simple accompanying 2D image. The post reveals that the entire TrueDepth camera array will move to the right side of the device, while the microphone will...
Apple today announced that its 35th annual Worldwide Developers Conference is set to take place from Monday, June 10 to Friday, June 14. As with WWDC events since 2020, WWDC 2024 will be an online event that is open to all developers at no cost. Subscribe to the MacRumors YouTube channel for more videos. WWDC 2024 will include online sessions and labs so that developers can learn about new...
Apple today released macOS Sonoma 14.4.1, a minor update for the macOS Sonoma operating system that launched last September. macOS Sonoma 14.4.1 comes three weeks after macOS Sonoma 14.4. The macOS Sonoma 14.4.1 update can be downloaded for free on all eligible Macs using the Software Update section of System Settings. There's also a macOS 13.6.6 release for those who...
iOS 18 will allow iPhone users to place app icons anywhere on the Home Screen grid, according to sources familiar with development of the software update. This basic feature has long been available on Android smartphones. While app icons will likely remain locked to an invisible grid system on the Home Screen, our sources said that users will be able to arrange icons more freely on iOS 18....
Apple may be planning to add support for "custom routes" in Apple Maps in iOS 18, according to code reviewed by MacRumors. Apple Maps does not currently offer a way to input self-selected routes, with Maps users limited to Apple's pre-selected options, but that may change in iOS 18. Apple has pushed an iOS 18 file to its maps backend labeled "CustomRouteCreation." While not much is revealed...
Top Rated Comments
A more advanced Apple TV (the box), yes!
They are Heads of households. Which means they want an Apple TV but the wife will veto it.
Even if they add apps, it's still not a huge selling point for TV's. It's really not in the same place the mobile phone or tablet markets were in. TV systems are VERY different around the world.
AppleTV hasnt really worked so far, and slapping an app store on top of it really isnt going to make it any better.
(also for what its worth, you can get a RaspberryPi hooked up to your TV for $25, with Airplay, XBMC, Browsing, Apps, Netflix, etc).
Edit: Almost forgot - Microsoft has already started eating into the AppleTV's market with the Xbox - including this update today: Microsoft notices Xbox gamers, adds 43 new apps (http://www.theregister.co.uk/2012/12/11/microsoft_xbox_mostly_use/)
Edit2: Another thought: You have to currently Jailbreak the AppleTV if you dont want to be stupidly restricted to Apples select few video formats. The rPi (and Xbox, and every other TV addon) can do pretty much any video format.