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Apples Smart TV Assessing Purchase Intention and Willingness to Pay
The lower-than-expected growth in the smart TV market so far has given rise to the belief that the smart TV industry is waiting for Apple to join the battle and help drive the industry toward a higher growth trajectory. Even though Apple has never confirmed the rumor that they are developing a smart TV, many studies have proven that the possibility is significant. In the absence of details about the Apple smart TV, this report examines the findings from Strategy Analytics' latest ConsumerMetrix survey involving more than 6000 users across the US and Europe regarding consumers’ attitude toward a potential Apple smart TV. It assesses the current consumer interest in an Apple-branded TV, examines consumers’ willingness to pay for such a product, and presents market estimates for the Apple smart TV sales.