Apple is conducting an online survey of Apple TV users in order to better understand that particular segment of users in an apparent effort to build on the increased consumer interest in the device. The survey asks a number of questions ranging from what kind of Television sets users own to what type of content they primarily use their Apple TV for. The survey even asks users outright, “If you could change one thing about your Apple TV, what would that be?”
Apple has long considered Apple TV to be a mere ‘hobby’, but its 300% increase in sales has certainly piqued Apple’s attention to the extent that it’s now asking users directly what features they’d like to see in future iterations of the Apple TV. This is an interesting development because Apple typically loathes using these sorts of public mediums in order to attain feedback about its products. Under Steve Jobs, Apple has typically taken a stance of “Customers don’t know what they want until we show them what they want.”
With that said, Apple’s recent survey is significant for two reasons. One, it shows that Apple is starting to take Apple TV more seriously, and that significant updates may already be in the works. Two, it shows that Apple realizes how high the failure rate is when it comes to being a digital hub in the living room, and by asking existing users for their opinions, Apple is acknowledging that as smart as they are, they might not have all the answers when it comes to the Apple TV.