Michael Gartenberg

Analysts weigh in on the new Apple TV

September 2, 2010: 12:49 PM ET

Steve Jobs' latest iteration of the set-top box gets mixed-positive reviews on Wall Street

Photo: Apple Inc.

Piper Jaffray's Gene Munster:

We see the new Apple TV as a meaningful change in Apple's efforts in the digital living room. The addition of new content, such as Netflix, in combination with the $99 price (down from $229), will drive higher unit volumes compared to the the previous version of Apple TV. We estimate Apple has been selling about 400k Apple TVs/yr, which we expect will increase to about 1.5m Apple TVs in FY11. We estimate the incremental Apple TV units would add ~$50m in revenue to FY11. The negative on Apple TV is that, with the exception of Netflix streaming, the device is still relatively light on content. We see the Apple TV as an important step toward an all-in-one Apple television. We continue to expect Apple to launch an all-in-one Apple television in CY12. As consumers gain comfort with connected TVs and apps on their TVs, we believe Apple will eventually take its all-in-one philosophy to the digital living room like it has with the iMac and the iTunes ecosystem.

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