Apple's rumored television may never have left Ma's campus (or never even existed), but consumers are now ready to receive it.
According to a survey by AlphaWise and Morgan Stanley, which surveyed 1,568 Americans, consumers are willing to pay, on average, 20% more for "iTV" than they would pay on one of the televisions available today. The survey also found that the initial interest in the product was twice as high as in iGadgets.
Of the respondents, 11% are "extremely interested" in Ma's HDTV, while 36% are "somewhat interested". At the time of the launch of the iPhone and iPad, only 23% and 21% said they were interested in these products, respectively.
The average number of televisions per household of the respondents was 2.8, and 14% of them said that they consider exchanging them for ?iTVs?. The price that research participants would pay for the product is also very high: 46% would spend around US $ 1,000 for it and 10% would pay something around US $ 2,000.
The most expected features are the quality of the screen and the ease of use of the system. A good content search tool was also one of the most requested by respondents.
In an interview Bloomberg Businessweek, Tim Cook said that televisions are ?an area of ??great interest?. The Apple CEO said, "When I go to my living room and turn on the TV, I feel like I'm back in my 20s or 30s."