With rumors of an Apple TV rampant, British marketing and research company KAE conducted a survey that had a quarter of U.S. respondents saying they would be ready to buy one now, electrichouse.com reported Tuesday.
In Britain, the figure was 30 percent, and for those who already own at least one Apple device the figure jumped to 38 percent in the United States and 42 percent in Britain.
"Such a move would be an incredibly powerful extension of the iOS platform, accessed via a more compelling device option than Apple's current offering (the Apple TV streaming box), Lee Powney, KAE's chief commercial officer, said.
Market leaders such as Sony, Samsung and LG would most likely suffer if Apple comes to market with a competing TV, he said.
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