Market research firm Forrester has claimed that sales of Apple's TV media-streaming set-top box (described by the company as “like a DVD player for the 21st Century”), are well below the predicted expectations.
The company claims Apple TV has “failed to catch the imagination” of consumers, revising its May prediction that Apple TV would sell one million units by year end.
This comes at a time when the company is also suffering from extremely slow iPhone uptake in comparison to early predictions. Forrester lays blame directly at the foot of an “iTunes video revolution that never happened”. Forrester analyst James McQuivey commented, “The same lack of interest in iTunes video will mean the iPhone and iPod Touch have less video momentum to ride”.
He continues, “In addition to the 400,000 Apple TV units we estimate Apple has sold thus far, the company will be lucky to sell another 400,000 in the year-end holiday rush, short of our one million estimate”.
One solution McQuivey proposed was to increase sales by improving the iTunes store, suggesting reinstating NBC content and offering a movie download rental service, as research showed half of adults surveyed had heard of Apple TV with a paltry five per cent actually knowing what it does and going on to find out more about it. “Purchase intent” is quoted at a miniscule three per cent.
Disappointing figures all round - could this signal a downturn in Apple's thus far infallible popularity?
www.macworld.com
Share this article:
Del.icio.us this
