December 12, 2012

Survey Says: Americans Want Apple TV

The Apple TV rumors are incredibly hearty, able to stand up to even the harshest of winter seasons. Earlier this year, rumors for an actual, Apple TV set seemed about as believable as a smaller, 7-inch iPad. As the year went on these two rumors seemed to run neck-and-neck with one another until right after WWDC when rumors about the iPad mini garnered more attention. Some who had been predicting an Apple TV by the end of 2012 revised their statements to 2013 while those who merely believed in an Apple TV began to doubt its existence entirely. Piper Jaffray analyst Gene Munster has always been a proponent of the Apple TV and has never gone back on his belief that these sets are in fact coming, the only question is how soon.

In August, Munster began placing some calls to gauge the enthusiasm for a new and as-of-yet purely fictional Apple TV. After asking 200 people in the Minneapolis/St. Paul area about this rumored Apple TV, Munster said 49% of them were interested in buying a new Apple TV; 29% of these said they’d buy one even if they weren’t currently in the market for a new set.

There’s a new study floating around the Internet today which more or less agrees with Munster’s sampling of 200 midwestern Americans. According to a survey conducted by AlphaWise and Morgan Stanley, 47% of those Americans polled said they were interested in purchasing an Apple TV, or an iTV, as the surveyors called it.

Of these 47% who are willing to pay for an iTV, 29% said they didn’t mind the Apple Tax (or premium price) which will no doubt be associated with such a device.

According to this surveyed, if the 11% of those interviewed who responded that they were “extremely interested” in buying a new iTV actually purchased one, Apple could stand to sell more than 13 million in the US alone.

Morgan Stanley and AlphaWise also found that the average family owns 2.8 televisions; 14% of those surveyed said they’d be willing to replace each of these televisions with Apple’s “iTV” if and when it’s released, while 9% claimed they’d replace “most” of their televisions.

All those surveyed who said they’d be willing to buy an iTV also said they’d be willing to pay $1,060 for such a TV. This represents a 20% premium over what the average TV set costs today.

The younger set (ages 18-29) said they’d be willing to pay a 32% premium if that’s all it took to get a slab of Apple goodness into their televisions and bedrooms.

The Apple TV rumors had been all but quelled shortly after the iPad mini became a real thing. Then, Tim Cook gave an interview to NBC’s Brian Williams wherein he casually mentioned that Apple could still be working on an iTV device.

“When I go into my living room and turn on the TV, I feel like I have gone backwards in time by 20 to 30 years,” Cook said. “It’s an area of intense interest. I can’t say more than that.”

This has brought the iTV rumor back to life as many once more begin to wonder “when” and not “if.”

Apple has been dabbling in TV for a few years with their Apple TV Hockey Puck boxes. However, both Tim Cook and the late Steve Jobs have both coyly admitted that Apple has something “else” in mind. Whether this is an entirely new box set or a revised Apple TV model has yet to be seen.

Image Credit: Photos.com

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