Apple Could Sell 13 Million Televisions According to Morgan Stanley's Katy Huberty

Discussion in ' News Discussion' started by MacRumors, Dec 11, 2012.

  1. macrumors bot


    Apr 12, 2001

    Last week, Tim Cook shared that television was an area of "intense interest" for Apple, stoking the rumor mill once again that the company will come out with a TV at some point. Today, Morgan Stanley analyst Katy Huberty shared results from a proprietary survey of 1,568 U.S. heads of household from September. Fortune's Philip Elmer-DeWitt shares some of the results of the survey.

    Further, Huberty lays out three strategies for Apple to fix television. The company could become a "full-blown virtual cable service provider"; partner with existing pay-TV carriers and replace their set-top box with its own; or Apple could "bundle the TV set with its existing Apple TV" box.

    Of course, there have been years of speculation about a potential Apple TV. Following the release of Walter Isaacson's biography of Steve Jobs, in which Jobs said he had "cracked" television, rumors have taken on a more fervent tone.

    Article Link: Apple Could Sell 13 Million Televisions According to Morgan Stanley's Katy Huberty
  2. macrumors 65816

    Jul 26, 2007
    It's funny when the analysts pull numbers out of thin air
  3. macrumors 68020


    Sep 22, 2009
    It all depends on the price.... and quality...
  4. macrumors 68020

    Sep 12, 2009
    An Apple television... meh...

    A more advanced Apple TV (the box), yes!
  5. rmwebs, Dec 11, 2012
    Last edited: Dec 11, 2012

    macrumors 68040

    Apr 6, 2007
    Cant see it myself. Why would people pay for a TV just to buy content from iTunes, and stream airplay content to their TV? Instead you can buy a better tv, cheaper, and just get an Apple TV box.

    Even if they add apps, it's still not a huge selling point for TV's. It's really not in the same place the mobile phone or tablet markets were in. TV systems are VERY different around the world.

    AppleTV hasnt really worked so far, and slapping an app store on top of it really isnt going to make it any better.

    (also for what its worth, you can get a RaspberryPi hooked up to your TV for $25, with Airplay, XBMC, Browsing, Apps, Netflix, etc).

    Edit: Almost forgot - Microsoft has already started eating into the AppleTV's market with the Xbox - including this update today: Microsoft notices Xbox gamers, adds 43 new apps

    Edit2: Another thought: You have to currently Jailbreak the AppleTV if you dont want to be stupidly restricted to Apples select few video formats. The rPi (and Xbox, and every other TV addon) can do pretty much any video format.
  6. macrumors 68020

    Nov 4, 2008
    Exactly what I was thinking. It'll start at the 'cheap' range with the 4" screen priced from £529.00 and then go to the iTV S at £5290.00 per set.
  7. macrumors 68030


    Oct 16, 2007
    An analysts best tool.

    Attached Files:

  8. macrumors 68030


    Oct 9, 2008
    In my world.
    How is 1500 a representative sample of the whole US?
  9. macrumors 6502a

    Jan 14, 2009
  10. macrumors regular

    May 25, 2012
    I still don't get why I would want this product. Replace my existing Comcast /FiOS box with an Apple one that features a much more user-friendly experience and I'll be interested. But if it's considerably pricier than the competitors stuff (which isn't even unbearable, it's just a sluggish interface) that's of a very similar quality, then count me out.
  11. macrumors 6502


    Jul 14, 2011
    They should survey MacRumors members.
    Results would be much different.
  12. macrumors demi-god


    Feb 26, 2011
    New England, USA
    Considering Apple's pricing patterns, $1,000 will buy you the shipping container.

    If you actually want a TV in the container, I would guess it will be A LOT more! ;)
  13. macrumors newbie

    Aug 11, 2009
    They are Heads of households. Which means they want an Apple TV but the wife will veto it.
  14. macrumors regular


    Jun 29, 2012
    Price? Quality? Lets get this straight. This is apple we're talking about here.
  15. macrumors 68000


    Jan 16, 2002
    Denver, CO
    It does seem odd... I don't see much, regarding hardware, that Apple could introduce to improve television sets. Functionality? Tons of opportunity. But it would seem the set top box concept would/could suffice. But I'm sure they're marketing department will convince me otherwise. B@stards! :D
  16. macrumors 604


    Mar 26, 2008
    they'll get rid of hdmi, come up with their very own standard to make it all "easy" and revolutionairy again. who needs an xbox etc right? #sarcasm

    just improve the current apple tv box with a better UI, apps and siri

    cant picture an actual tv taking off, at least not worldwide. theyd have to negotiate (sp) with all those content owners for each country seperately and that would be a real pain in the ass especially with all those EU regulations. we cant even get netflix or sth like hulu here cuz the government thinks its foul play or some bs
  17. macrumors 65816

    Apr 4, 2007
    los angeles
    If it's an actual television, it's going to flop big time. Well flop in terms of sales, it still might be awesome. They need to just do a box that will work on existing tv's.
  18. macrumors 68020

    Jan 31, 2005
    La Jolla, CA
    the sad part some people pay them and others believe what they have to say.
  19. macrumors 6502

    Oct 1, 2012

    where the flying bull hell do they get these numbers?
  20. macrumors regular

    Feb 11, 2010
    This is the infamous Katy Hubry who is, consistently, in the bottom 10% of Apple forecasts among pros and bloggers, compared to actual fiscal standings. I stopped reading when she "shared her strategy" for an Apple TV success.
  21. macrumors 65816


    Jun 17, 2009
    Lincolnshire, England
    I personally predict 9 million.
  22. macrumors 6502

    Oct 1, 2012
    I stopped reading when I read she
  23. macrumors 65816

    Mar 28, 2007
    Very true, the price will be sky high and the quality will be in the gutter. 42" Yellow LG screen anyone?
  24. macrumors 6502a

    May 27, 2008
    Oslo, Norway
    If its going to have the limited format support of the ATV, supporting only apples own formats, Id be hard pressed to get one. With pretty much every other brand supporting MKV and xvid streaming, Im not sure apple will succeed with their current limitations
  25. macrumors 65816


    Apr 10, 2007
    Where do I sign up to become an analyst? Those guys are great at pulling numbers out of their ass, and they get paid to do it!

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