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How many iTVs would Apple sell?

January 11, 2013: 9:19 AM ET

Nobody knows when the so-called iTV is coming. But that hasn't stopped analysis from estimating sales.

Apple-TV-MacRumors-03FORTUNE -- If (and when) Apple finally decides to introduce a TV set, you can bet sales will be big. So big in fact, Piper Jaffray analyst Gene Munster this week predicted the company could move 10 million TVs during its first full year on the market.

In the past, Munster has said he sees the TV arriving as soon as this November priced anywhere between $1,500 and $2,000 and measuring 42-inches to 55-inches. If that's the case, the device could add an additional $15 billion in sales to Apple's (AAPL) 2014 fiscal year.

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The TV could also have a 25% profit margin, a higher margin than usual for TV makers, which in recent years have seen their margins shrink. That's due to a combination of slumping sales -- worldwide TV sales declined 6% last year -- and lower prices. (Comparably sized sets from companies like Vizio and Panasonic start under $1,000.)

To be sure, all of this remains speculation and, at best, a well-informed projection on Munster's part. Though Tim Cook has publicly expressed an "intense interest" in the living room TV experience, Apple has yet to confirm the existence of such a product. Still, the idea of an industry-changing iTV remains a tantalizing one.

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About This Author
JP Mangalindan
JP Mangalindan
Writer, Fortune

JP Mangalindan is a San Francisco-based writer at Fortune, covering Silicon Valley. Since joining in 2010, he has written on a wide array of topics, from the turnaround of eBay to the evolution of net neutrality. A graduate of Fordham University, Mangalindan has also written for GQ, Popular Science, and Entertainment Weekly.

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