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,” noted Jia Wu, Director and report author. “Meanwhile, consumers are still sensitive to price, even if Apple does launch another ground-breaking 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 per cent of surveyed US consumers indicate willingness to pay $1000 or more for an Apple-branded TV, only 14 per cent 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,” advised Kantideep Thota, Analyst. “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’ findings follow an April 2012 report from marketing and research consultancy KAE and online polls specialist Toluna, which suggested that such a set had the potential to be a huge hit with consumers.
Overall, the study highlighted that 25 per cent of consumers in the US found the idea appealing and would buy it once it becomes commercially available – compared to 30 per cent in the UK. Consumers that already own at least one Apple device are more likely to buy an Apple TV set, two in five (US 38 per cent – UK 43 per cent) find the idea appealing and would purchase should the product become available.