At one time, it was theorized that Apple would make its own TV set, integrated with Apple TV functionality. Instead, Apple has gone one better by seeking to integrate the Apple TV (4K) into TVs made by others. LoupVentures has the strategy and the numbers.
We believe, eventually, many major TVs will embed Apple TV software. This adoption curve may be similar to CarPlay …
Apple’s approach to the living room has been… led by Apple TV which we estimate is now used in 26m US homes monthly (21% of US households). We believe there are 53 million active Apple TVs worldwide.
While this may appear to be the beginning of the end of the Apple TV box, we believe the device will retain unique value. We believe the standalone box will continue …
This is, of course, all about ramping up for Apple TV+ subscriptions.
Check It Out: Apple TV Strategy by the Numbers