Apple Could Sell 13 Million TV Sets Priced At $1,060 [Analyst]


I hope it looks like this.
I hope it looks like this.

If you have faith in the supernatural deity named Gene Munster, and believe with all your heart that Apple is going to release the iTV in 2013, then you’ve probably got all your pennies saved so you can drop some fat stacks on Apple’s flatscreen next year.

Apple products usually aren’t cheap, and we figure the iTV will be no different if Apple ever releases one, but according to a new survey, over 46% of Americans are totally fine with having to pay over $1,000 for an iTV.

This morning, Katy Huberty of Morgan Stanley, released info from a new survey of 1,568 U.S. heads of household that gauged the public’s interest in an Apple branded television. The survey discovered that an Apple iTV priced around $1060 would be the sweet-spot for 46% of Americans, as most people paid an average of $884 for their current TV set.

An interesting tidbit that the survey found was that 18% of Americans own a smart TV that connects to the Internet, but only 13% know they do, which further cements the argument that if Apple can create a TV that’s as easy to use as the iPad then they’re going to make billions.

Huberty’s note to clients says that the potential iTV represents a $13 billion opportunity for Apple and that Apple could either 1) become a full-blown cable service provider – we consider that to be highly unlikely – 2) Apple could replace cable set-top boxes with their own solution, or 3) Apple could bundle the TV with its existing Apple TV receiver – sounds like a no-brainer to us, but we wouldn’t be surprised if Apple’s approach on the market was a mixture of both option 2 and 3.

Source: Fortune


  • OfficialMiguelN

    one of 13 million right here

  • FriarNurgle

    I’d rather get a 60″ LED set and a hockey puck Apple TV for that much money.

  • B066Y

    Only if $1060 get me a 60″ LED or better.

  • ozymandias

    Aside from being able to say “I’ve got an iTV,” how would this rumor-ware device be any different than an Apple TV connected to a quality TV?

  • Cortney Sauk

    Who in their right mind would think that Apple would only charge 1k for a 60″ Apple TV. This is Apple here people, they will add an extra 50% cost for being Apple, another 50% uptick for quality and then probably another 50% for being “NEW” or in Apple’s own terms, Magical. So take your 1k and make it 2.5k and then we’ll talk reality. If a 52″ Sony GrandWega could sell for 4K back in 2005 why wouldn’t Apple charge more for bringing something new and “magical” to our living room…

  • joewaylo

    Despite that ITV the registered company was going to sue over the name?

  • iOS_TV


    You and your coworkers must get tired of analyst making predictions about Apple making a television. Some have predicted basically the same thing for several years. Of course I will buy one if they ever make one, but I will be happy to see them put forth some real effort with the set top box.

    I have a blog dedicated to Apple TV and most of the time I don’t find it news worthy when they keep guessing about an Apple television.

  • FriarNurgle

    Aside from being able to say “I’ve got an iTV,” how would this rumor-ware device be any different than an Apple TV connected to a quality TV?

    Eyesight cam would be pretty slick.