25 Percent Of Consumers Ready to Buy an Apple-Branded TV

A new study says that if and when Apple releases an actual TV set, people will be ready to buy.


For a while now, the web has been buzzing with the rumors that Apple will soon release a TV. We’re not talking about the Apple TV streaming box, but an actual TV set. Well, a new study says that if and when they decide to do that, we can expect to see some of the typical Apple fanfare.

Marketing and research company KAE did a recent survey, asking consumers how interested they’d be in an Apple-branded TV set. The answer? Very interested. In fact, 25 percent of U.S. respondents said they are ready to buy now. That number increased by 5 percent in the UK. For those that already own at least one Apple device, that number jumps to 38 percent (42 percent in the UK).

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“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),” said 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 that 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 that 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 included web features (73 percent in the U.S.), apps (44 percent), and synchronization with other Apple devices (41 percent).


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