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Apple TV in High Demand, Threatens Leading Brands

A new study from KAE says 25 percent of US respondents are ready to buy an Apple-branded TV.

Apple iPanel

Photo via Gadget & Tech

The web has been buzzing with rumors that Apple will soon release a TV. We’re not talking about the Apple TV streaming box, but an actual TV.

Well, a new study says if and when Apple decides to come out with a TV, we can expect the typical Apple fanfare.

KAE, asking consumers how interested they’d be in an Apple-branded TV, reports 25 percent of U.S. respondents are ready to buy now. That number increased by 5 percent in the UK. For those who already own at least one Apple device, that number jumps to 38 percent (42 percent in the UK).

“Such a move would be an incredibly powerful extension of the iOS platform, accessed via a more compelling device option than Apple’s current offering (Apple TV),” says Lee Powney, KAE’s chief commercial officer. “It would create new monetisation opportunities for developers and accessory manufacturers by bringing the Apple experience further into the home.

"This would strengthen both the ecosystem and the benefits that consumers derive from owning many differing Apple devices. Will Apple do this? The pressure to maintain the lion’s share of preference from ecosystem members and create additional device-to-device interaction benefits for consumers means it should do this, and must do this.”

While some accessory manufacturers and other companies are probably looking forward to the day of such a release, there are a lot of TV makers that probably won’t be sending out the welcome wagon. KAE says market leaders such as Sony, Samsung and LG would most likely suffer if Apple comes to market with a competing TV.

KAE’s survey says 38 percent of Sony TV owners in the UK would buy an Apple TV, with 36 percent of Samsung TV owners also wanting one. In the U.S., the brand that appears to be most at risk is LG, with 31 percent of those owners looking to convert.

Some of the top features that consumers would like to see in an Apple-branded TV set include:
  • Web features (73 percent in the U.S.)
  • Apps (44 percent)
  • Synchronization with other Apple devices (41 percent)

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Article Topics

News · Product News · Research · Displays · TVs · Apple · All topics

5 Comments (displayed in order by date/time)

Posted by wi3inc  on  04/18  at  12:35 PM

I find it interesting that in all the hype around the concept of an Apple TV (not the hockey puck, but the rumor) that it never occurs to the writers that such a device would mostly fail when challenged with the WiFi-based streaming of 1080p video—any device of this nature would absolutely require a wired connection to the Internet for any kind of QoS. Ultimately I think any such device under development by Apple would not only take this into account, but is likely the reason we have not seen this device to date.

Posted by Dave  on  04/18  at  12:45 PM

And why would LG and Samsung care? They’ll be making the display for Apple anyway. Whirlpool (and now LG) don’t care when a washing machine goes out the door with a Kenmore label on it. . . their factory just counts another unit sold. Same thing here. They should be happy, it’ll probably be stupidly expensive, and their own offerings will look like a steal by comparison.

Posted by Duh  on  04/18  at  05:36 PM

They care because its marketshare and the halo effect. Why is Samsung working so hard on making Android devices? Why are they copying the look/feel of iPhone/iPad? Samsung makes the chips inside the iPhone/iPad, so by that thinking, they shouldn’t care about making phones, tablets, TV’s etc. However, when people by Samsung mobile phone, they are more likely to buy a tablet, a TV, a washing machine, etc, etc everything else that Samsung puts their name on. Remember it wasn’t that long ago that Samsung was though of as a Crappy brand with some real basic tube TV’s (by the end users). I am sure they make more profit on the whole device then just chips (well except for that whole money losing TV thing)

Posted by Mark Nagle  on  04/19  at  01:48 AM

Wi3inc. Why are we to assume that the apple tv wouldn’t have a wired connection? And would we expect any better or worse streaming quality than we get from our home computer? Am I missing something?

Posted by wi3inc  on  04/19  at  08:19 AM

Hi Mark, outside of our space, the average home does not have a wired connection located near the main TV, let alone the rest of the TVs in the home. So the Apple TV itself would of course have an RJ45 port—the problem is most homeowners would not/could not make use of it and would rely on the WiFi connection. In the end I think it could be a fantastic opportunity for the Pro Integrator to build a business model around—deliver solid, wired connections as a retrofit job. And from an admittedly selfish perspective, a great opportunity for Wi3!


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