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25% of US Apple Customers Own an Apple TV, Survey Suggests

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Almost a quarter of Apple customers in the U.S. own an Apple TV, according to new data shared by Consumer Intelligence Research Partners (CIRP). As reported by Cult of Mac, the survey asked U.S. Apple customers which devices they own, and Apple TV came out top in the "Other Products" category, suggesting the set-top box is more widely used than AirPods and Apple Watch.

"Apple TV is the most popular of the gadgets among the Other Products, with about one-quarter of current customers owning one," said Mike Levin, CIRP partner and co-founder. "Apple TV has been around for many years, so we're not surprised that it has achieved this penetration."
Apple Watch came in second in the Other Products category, with around 20 percent of Apple customers owning the iPhone accessory, while less than 10 percent of customers own a pair or AirPods.

It's important to note that the survey doesn't tally new sales, but devices that are in use as of September 2019, regardless of when they were purchased. Even so, the results show a several percentage point rise in Apple TV penetration over the last year.

That bodes well for Apple TV+, the company's streaming service which launched on November 1 featuring $2 billion worth of original programming. For $4.99 per month, Apple TV+ subscribers can watch Apple Originals on their television via Apple's set-top box. The service is also available on iOS devices and Mac via the TV app, as well as select Samsung smart TVs and Roku and Amazon Fire TV devices.

As for HomePod, Apple's $299 smart speaker "trails both Amazon Echo and Google Home, even among Apple customers," noted Levin. Apple cut the price of HomePod by $50 in April, down from $349. Apple does not disclose exact HomePod sales figures.

Rumors have suggested that Apple is considering a more affordable version of the HomePod that could be priced as low as $150, but it's not clear if and when Apple might release such a speaker.

CIRP bases its findings on a survey of 500 U.S. Apple customers, surveyed from September 29 to October 10, 2019 that purchased an Apple device in the U.S. in July-September 2019 period.

Article Link: 25% of US Apple Customers Own an Apple TV, Survey Suggests
 
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wankey

macrumors 6502a
Aug 24, 2005
571
223
Drop the Apple TV to $69, with an A12, remove the Apple TV 4K or make it Apple TV Pro for $169 with a A12X chip.

At this point, Apple has no competitive edge, most TVs don't need an extra dongle and with the advent of airplay being on every TV, even less incentive for people to buy Apple TV.
 
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ruka.snow

macrumors 6502a
Jun 6, 2017
770
2,149
Apple TV's are great wee things, but they need to be simplified into just one model that fits all needs. But it would be optimistic to suggest that people owning a Apple TV will want to pay for Apple TV+ rather than continue to buy real shows and movies from iTunes.
 
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matrix07

macrumors 603
Jun 24, 2010
5,847
2,544
Kind of a surprise. Kind of not as I own 2 myself.
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As for HomePod, Apple's $299 smart speaker "trails both Amazon Echo and Google Home, even among Apple customers," noted Levin.

..but it looks like it had more users than even AirPods. ?
 
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UltimaKilo

macrumors 6502a
Nov 14, 2007
586
366
FL
I have a HomePod, but my biggest gripe with it is the lack of features from Siri and how slow is has been to improve.

I have an Apple TV3 but I mostly use a FireTV4K Stick, and will continue to use it until Apple releases an improved ATV4K.
 
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ersan191

macrumors 65816
Oct 26, 2013
1,483
2,523
Apple TV used to be the tiniest sliver of market share and it got thoroughly ignored when it came time for OS updates. Look at it now.

Hopefully HomePod can find its footing as well.
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I have a HomePod, but my biggest gripe with it is the lack of features from Siri and how slow is has been to improve.

I have an Apple TV3 but I mostly use a FireTV4K Stick, and will continue to use it until Apple releases an improved ATV4K.
Huh? What exactly do you expect to be improved upon?

Until AV1 support comes to Apple chips I wouldn't hold my breath for a new Apple TV, it isn't needed.
 
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attilavago85

macrumors regular
Aug 12, 2017
187
379
Dublin
Drop the Apple TV to $69, with an A12, remove the Apple TV 4K or make it Apple TV Pro for $169 with a A12X chip.

At this point, Apple has no competitive edge, most TVs don't need an extra dongle and with the advent of airplay being on every TV, even less incentive for people to buy Apple TV.

Let's deconstruct your claims for a minute.
  • Why drop the price to 69 bucks? Is 169 really that much?
  • Do you really need that A12 or 12X chip? In my experience it works just fine with the chip it has.
  • There is no need to compete when you own the ecosystem. Few people get this part.
  • Most TVs have a crappy UI, terrible OS maintenance, app support and near inexistent developer community. The Apple TV has all those missing elements.
  • Most TVs also don't act as a smart-home hub. The Apple TV does.
  • AirPlay is NOT on every TV. Not even on every NEW TV. Sweeping statement...
 
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gplusplus

macrumors regular
Mar 5, 2018
231
588
I mean yea, I own one (4th gen, non 4K)... but it’s sitting in a box in a closet. The remote is horrible and I’ve had a better overall experience with Roku.

I’d be willing to buy a new one because I’m attracted to Apple Arcade, but I don’t want to buy a two year old device. Come on, Apple, release a new Apple TV.
 
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gnipgnop

macrumors 68000
Feb 18, 2009
1,511
1,794
Where does the idea that $299 is not an affordable price for a quality home speaker come from? It's certainly not based on market pricing for compact speakers and headphones. It's very easy to find a wide range of similar products in that price range. That's a mid-range price.
 
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sub150

macrumors regular
Aug 7, 2018
239
387
As others have said, this survey is complete crap. I doubt 10% of iPhone users know what a HomePod is.

This article should be about how to never spend money with whatever marketing group did this survey.
 
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gplusplus

macrumors regular
Mar 5, 2018
231
588
  • Do you really need that A12 or 12X chip? In my experience it works just fine with the chip it has.
  • Most TVs have a crappy UI, terrible OS maintenance, app support and near inexistent developer community. The Apple TV has all that.

The A12x would better position the device for Apple Arcade, a subscription service, which is the business model Apple is moving toward. On a practical note, a more powerful Apple TV is needed for 4K gaming, even with the casual games currently available. It’s choppy and not so great, currently.

I just want to point out that, as written, you said the Apple TV has a crappy UI, terrible OS maintenance, app support and near inexistent developer community. I beg to differ; it has a good UI, great OS maintenance, great app support, and a huge developer community. Just about the only bad part is the very awkward remote control.
 
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gplusplus

macrumors regular
Mar 5, 2018
231
588
Where does the idea that $299 is not an affordable price for a quality home speaker come from? It's certainly not based on market pricing for compact speakers and headphones. It's very easy to find a wide range of similar products in that price range. That's a mid-range price.
If you look at the competition, you’d notice that a majority of the market doesn’t care about having a “home speaker.” All they want to do is be able to issue commands to a smart assistant. The Amazon Echo products are eating Apple for lunch because everything works with Alexa and you can talk to Alexa with $25, $50, $100, $200, and $300 devices, depending on what you’re interested in. You can have one in every room for less than the price of a single HomePod.
 
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Biu_miu

macrumors regular
Aug 29, 2016
164
258
A? What? Where is the catch? I absolutely don’t believe that legitimately more people in US owns ATV than AirPods! Maybe they surveyed like 20 people walking out of one of these cable provider HQs, where they give ATV for free is you buy their cable subscription? Then yes.
 
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gnipgnop

macrumors 68000
Feb 18, 2009
1,511
1,794
Until AV1 support comes to Apple chips I wouldn't hold my breath for a new Apple TV, it isn't needed.

It's needed due to Apple Arcade. The A10X in the 4K ATV is no slouch for graphics/games, but it makes sense for Apple to refresh the SoC every 2-3 years since they're already manufacturing newer X series chips for the iPad Pro lineup. 2020 would be an opportunity to duplicate what they did in 2017: roll out the new X version of their latest A series chip for iPad Pro and then update the ATV with that same spec.
 
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