How many iTVs would Apple sell?

Jan 11, 2013

FORTUNE -- If (and when) Apple finally decides to introduce a TV set, you can bet sales will be big. So big in fact, Piper Jaffray analyst Gene Munster this week predicted the company could move 10 million TVs during its first full year on the market.

In the past, Munster has said he sees the TV arriving as soon as this November priced anywhere between $1,500 and $2,000 and measuring 42-inches to 55-inches. If that's the case, the device could add an additional $15 billion in sales to Apple's (aapl) 2014 fiscal year.

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The TV could also have a 25% profit margin, a higher margin than usual for TV makers, which in recent years have seen their margins shrink. That's due to a combination of slumping sales -- worldwide TV sales declined 6% last year -- and lower prices. (Comparably sized sets from companies like Vizio and Panasonic start under $1,000.)

To be sure, all of this remains speculation and, at best, a well-informed projection on Munster's part. Though Tim Cook has publicly expressed an "intense interest" in the living room TV experience, Apple has yet to confirm the existence of such a product. Still, the idea of an industry-changing iTV remains a tantalizing one.

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