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Apple iTV to double spending on Apple

Apple TV will make Apple even richer, predicts Morgan Stanley

Morgan Stanley analyst Katy Huberty predicts that Apple's much-rumoured and semi-admitted new industry game-changer, the Apple iTV, will double household's average annual spending on Apple products.

Huberty estimates average US household spend on Apple products to leap to $888 (£565) by the year 2015. Given Apple's long history of premium products, the chances of an inexpensive TV offering are as slim as a Samsung telly.

See also: Apple iTV release date, specs and rumours

Currently, the average amount spent by US households – with disposable income in excess of $10,000 (approximately £6,360) – on Apple devices was $444 (£280) in 2011.

"Given a 97 percent TV household penetration and a 61 percent broadband household penetration in the US along with an expected high price (and value) point, an Apple TV is likely to generate a similar increase in average household spend, with some help from iPad and iPhone growth," Huberty said.

The projections are extrapolated from the trend of US household spending following the launch of new Apple products.

The Apple iTV could have a similar effect on spending as Apple's mobile industry game changing iPhone in 2007. The iPhone doubled American household spending on Apple products from $150 (£100) annually to $295 (£200) per year in 2010. Apple’s iPad is also expected to double to $635 (£400) by 2013.

Apple currently sells its Apple TV, reviewed – a small media-streaming device.

Apple TV iTV photo mock up

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