A recent survey showed that the long-rumoured Apple TV is in great demand, with nearly half of iPhone owners revealing that they would get the so-called "iTV" within the first year of availability.
Rumours are quickly building in anticipation, as they point to features such as Siri, FaceTime and AirPlay. Jia Wu, Director and report author concludes: "although the details of a possible Apple smart TV are still unknown, existing Apple customers clearly demonstrate strong interest."
The customers are still price sensitive, however, even if Apple introduces such a revolutionary product to the market. The key to success, says Jia Wu, is for Apple to match the innovation with the appropriate prices.
In the US, 35 per cent of potential customers have said that they would pay around $1,000 (£630), whilst 14 per cent agreed to shell out $1,600 (£1,000) or higher. Among the existing TV manufacturers, the ones to be the most worried about competition should be Samsung, Sony, and LG.
The study confirms their customers would be seduced by Apple's offer. Conducted in March Strategy Analytics Connected Home Devices (CHD), surveyed over 6,000 consumers from the US, France, Germany, Italy and the UK.