Customers are willing to pay a premium for an Apple HDTV – Survey

Tue, Dec 11, 2012


AppleInsider reports:

The survey, by AlphaWise and Morgan Stanley, polled 1,568 heads of U.S. households regarding the “smart TV” market. It found that just 18 percent of homes have a smart TV, while 13 percent of respondents said they didn’t know whether their TV is considered “smart.”…

“This suggests that Smart TVs currently available on the market do not offer easy-to-use software to integrate Internet content into users’ TV experience,” analyst Katy Huberty said.

Based on this, she believes that the survey shows Apple has a strong opportunity to disrupt the TV market, similar to how the iPhone made Internet consumption via a handset relevant.

The survey found that 11 percent of respondents said they would be “extremely interested” in purchasing a so-called “iTV” from Apple, while 36 percent said they are “somewhat interested.” The name was used in the survey to avoid confusion with the current Apple TV set-top box.


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