Market Insight

Apple TV Continues to Grow Beyond A Mere Hobby, but Apple Should be Wary of a Surging Chromecast

February 20, 2015  | Subscribers Only

Paul Erickson Paul Erickson Senior Research Analyst, Service Provider Technology

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The Apple TV remains Apple’s sole foray into the living room, despite years of rumors revolving around an iOS-based smart TV. The device continues to sell well for Apple, with the company recently announcing in quarterly results that 25 million units had been sold cumulatively as of the end of 2014. That said, Apple TV shipment growth progressively slowed from 2012-2014 likely due to a number of factors: few hardware or software updates to the platform; increasing number of functional content mirroring/casting alternatives; and increased penetration of OTT content consumption capability into connected devices such as smart TVs. With the strong sell through of the new larger-screened iPhone 6 and 6 Plus, and an expected launch of a new Apple TV model in 2015, this year is expected to yield renewed shipment growth.

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