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Huge interest in Apple television
Massive consumer interest in Apple television

11 Dec 2012 | Rasmus Larsen |

47 % of consumers are interested in purchasing a full-fledged Apple television, and buyers are willing to pay a 20 percent premium over existing TVs, according to a survey by Morgan Stanley and AlphaWise.

Huge interest in potential Apple TV

The survey polled a total of 1568 US households regarding the “smart TV” market. 11 percent were “extremely interested” in buying an “Apple iTV” which was the name used in the survey. Another 36 percent were “somewhat interested”.

The new Apple TV with 1080p
Apple currently sells a small Apple TV box but is rumored to be working on a full-fledged TV


In comparison, 23 percent said they were interested in buying an iPhone in a similar survey from 2007 and 21 said they were interested in buying the iPad in 2010. If the results are to believed there is a huge potential for Apple in entering the TV market.

The respondents were also willing to pay a 20 % premium for a TV from Apple. The youngest users are the most willing. On average respondents are willing to pay $1060 for an iTV.

Apple TV survey
Respondents are willing to pay a 20 % premium for an Apple iTV


Smart TVs are not connected today

The survey also revealed some trends for current Smart TVs. Only 18 percent has a Smart TV in the US today and the Smart TVs are not used in any particular way.

The poll actually showed that Smart TV owners spend less time on internet content on their TV compared to non-Smart TV owners who probably have boxes or game consoles connected.

Only Apple knows if it happens but they have signaled interest in the past. Apple currently sells the small Apple TV box.

- Source: Morgan Stanley via AppleInsider



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