Strategy Analytics: Nearly half of iPhone users likely to buy Apple ‘iTV’ in year one

As speculation surrounding the possible launch of an “iTV” from Apple continues to mount, new research from the Strategy Analytics Connected Home Devices (CHD) advisory service shows that nearly half of existing iPhone users would be very or somewhat likely to buy an Apple iTV soon after its launch. The report, “Apple’s Smart TV: Assessing Purchase Intention and Willingness to Pay,” provides results from the latest Strategy Analytics ConsumerMetrix survey of 6000 consumers across the US, France, Germany, Italy and the UK, fielded in March 2012.

“Although the details of a possible Apple smart TV are still unknown, existing Apple customers clearly demonstrate strong interest,” says Jia Wu, Director and report author, in the press release. “Meanwhile, consumers are still sensitive to price, even if Apple does launch another groundbreaking product. The success of an Apple iTV hinges on Apple’s ability to match innovation with appropriate price points.”

Apple, traditionally reliant on high device margins, would be challenged to find the right price/demand balance for an iTV. While 35 percent of surveyed US consumers indicate willingness to pay $1000 or more for an Apple-branded TV, only 14 percent would be willing to pay any more than $1600.

“Samsung, Sony, LG and other major TV manufacturers are most threatened by the prospect of an Apple iTV launch,” notes Kantideep Thota, Analyst, in the release. “More than one-quarter of non-Apple TV owners could potentially migrate to an Apple-branded TV in a fairly short period of time.”

Strategy Analytics conducted an online survey, the “2012 ConsumerMetrix Survey,” fielded in March 2012. The sample consisted of n=2038 individuals in the US and n=3996 in Europe ages 15-74 years. Strategy Analytics weighted the data by country, age, gender and internet use to represent the US and European populations of internet users, respectively.

MacDailyNews Take: If Mr. Cook needed a reason, he’s got a good one now.

[Thanks to MacDailyNews Readers “Fred Mertz” and “Dan K.”for the heads up.]


  1. I think it’s unlikely to expect that percentage of satisfied Apple users to buy any television from Apple the first year it’s offered, if such a TV is even released. My HDTV is just a large display, with all content being served up from a satellite DVR, Apple TV, and a Blueray player. I’ve tried out the built-in apps in my TV, but they’re unusably slow and are ignored.

    If Apple were to release an actual TV, it will be years before I’ll be in the market again to replace it, and I’m a huge Apple fan.

    This prognostication is ridiculous.

  2. I won’t buy one. Today’s TVs just don’t last as well as they use to. I stopped buying TVs based on quality because of that. I now get the largest for the best price that has a decent picture.

    Price is what drives the market for TVs.

    1. I agree about price. I’d love to have an Apple TV, but, seriously, would not even think about spending more than $600 for it, and I’m in the market for an HDTV, since I’m still using a CRT Sony in the living room. Then again, I don’t watch that much TV, and I only have basic cable, although I get more stations using an antenna in my region. Pretty sure I’m out of their main demographic, and I would have responded negatively to that survey were it offered to me.

  3. I am not so sure about this iTV thing. The content in the Apple TV is still somewhat limited. I don’t directly blame Apple for this. TV is and always will be constrained by the content producers. Heavy vested personal interests need to be seduced by Apple and the promise of bountiful profits needs to be in place before Apple can take over TV. iAds? Maybe, but then the Ads need to be entertaining and not that repetitive. Is somehow they could be targeted, people would only see Ads that interest them, and advertisers can home in to there target markets.

  4. There will be no Apple TV. Like there was no iPhone Nano. There is absolutely nothing broken about the devices that pump photons into your eyes. They are getting better and cheaper all the time. You might as well claim Apple is getting back into printers and standalone cameras.

    No, dimwits, the part of the whole system that’s broken is THE WAY WE GET CONTENT! What the FUCK is an Apple branded piece of disply glass going to do to fix that? There is a device that turns every TV into an iTV. It’s called the fucking APPLE TV, it s about the size if a hickey puck, and IT’S ALREADY HERE!

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