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Analyst: Apple TV May Grab a Third of the Set-top Market
Tuesday, February 20th, 2007 at 2:00 PM - by Jeff Gamet
The Apple TV, set to hit store shelves before the end of February, and could potentially sell two million units before the end of the year, according to Deutsche Bank analyst Chris Whitmore. Those sales could lead to a 20 to 30-percent slice of the living room entertainment box market in the next few years, reports Red Herring.
The US$26 billion set-top entertainment market already includes Sony and Microsoft, and Apple's entry onto the playing field will likely heat up the battle for market dominance.
Mr. Whitmore commented "Bill Gates laid out Microsoft's Xbox IPTV strategy at the Consumer Electronics Show in Las Vegas just days before the Apple TV debut, setting up a battle royal between Microsoft, Apple, and Sony."
Apple's set-top box will first lead to increased revenues from the existing iTunes user base, but will eventually start to chip away at DVD and CD player sales, he said.
The potential market for the Apple TV could drive a $5 billion to $7 billion incremental revenue for the company, and a $0.50 or higher EPS.
Apple Stock is currently trading at $88.83, up 2.93 (3.41%).
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