Amid a plethora of suggestions how Apple can make better use of its Apple TV box, the Cupertino, Calif.-based company has turned to its users for possible directions.
As part of an online survey, Apple is asking how owners use their Apple TV boxes, including the preferred source for content and their hardware configuration.
The survey’s purpose is seen as a way to determine the company’s next step in turning what initially was viewed as a “hobby” device into the third leg of Apple’s sales strategy.
In an effort to learn about Apple TV owners’ content choices, the company asks what percent of material was purchased through iTunes or elsewhere, such as your own DVD collection or the Internet.
Since it’s inception, Apple TV has been rather limited to purchasing video through the iTunes Store.
“That might change if the company could convince labels to allow iTunes to rip DVDs…,” according to Apple Insider. Any movement on the part of Hollywood has been stymied by licensing and technology hurdles.
Another question asks what sort of display and other video devices are used in the same household. The question follows talk that Apple TV could be repositioned as an entertainment hub or even as a way to replace your cable DVR. Still other analysts, such as Piper Jaffray’s Gene Munster have speculated Apple may be preparing to sell television sets.
All of the renewed focus on Apple TV coincides with Apple’s recent remark that Apple TV sales tripled during the December quarter, compared to the same period in 2007.
