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美国投资银行摩根史丹利的一项调查结果显示,尽管传言中的苹果iTV还没有上市,但是消费者对购买该产品的兴趣甚至超过了当初购买iPhone和iPad的兴趣,他们愿意多花20%的钱购买由苹果生产的电视机产品。

摩根史丹利分析师凯蒂•休伯蒂(Katy Huberty)在调查报告中指出,消费者愿意多掏20%的钱购买苹果电视机,他们对购买苹果电视机的最初兴趣是对购买苹果其他移动设备的两倍。

有关苹果iTV的猜测仍是市场热门话题之一。业内分析师、投资者和企业观察家都把苹果iTV视作苹果下一个推动业绩成长的重要推进器。苹果首席执行官蒂姆• 库克(Tim Cook)近期在接受媒体采访时也曾暗示苹果将推出电视机产品,并称电视机是“苹果兴趣浓厚的一个领域”。

休伯蒂称,苹果电视机也是果粉们非常感兴趣的产品。

不过,苹果对苹果iTV仍然三缄其口,即便是库克在暗示苹果将推出电视机产品之后也表示,他无法透露更多信息。

休伯蒂表示,许多市场人士认为,内容是苹果推出iTV的一个重要障碍,然而苹果可能不会把重点放在内容上,而是放在改进电视机操作系统,提高电视机搜索功能、易用性、互动性和操控性上。

电视机行业可能开展了一些创新。休伯蒂的调查发现,13%的受访者甚至不清楚他们已经拥有了一台智能电视机,不过,把电视机连接到互联网上的用户数量仍然小 于没有智能电视机的用户。她指出:“更有甚者,许多消费者愿意多花钱购买苹果品牌的智能电视机,这从另一个角度也反映了消费者对市场上现有智能电视机产品 并不满意。”

对苹果来说,开展电视机业务意味着它将拥有在美国销售1300万台产品的 机会,而消费者愿意平均支付1060美元购买苹果电视机,这就相当于130亿美元的营收机会,合每股收益4.5美元。休伯蒂指出,如果苹果的电视机产品也 能在海外市场取得成功,那么这些数字可能会增至4倍。

调查发现,47%的消费者对购买苹果iTV感兴趣,而有兴趣购买iPhone和iPad的消费者比例则分别为23%和21%。休伯蒂称,消费者之所以对购买苹果iTV兴趣大增,部分是因为他们拥有的苹果产品所带来的“光环效应”。

作者:清雨,来源:腾讯科技


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