Rumors of Apple (Nasdaq: AAPL) launching a television set have been circling since the introduction of the Apple TV STB (set-top box) a few years back. After all, why not turn something good into something great? Many believed that Apple might not do well in that segment, given the higher-cost Apple products generally garner and incomes in the U.S. remaining flat over the last few years.

Well, Morgan Stanley is out with some insight that might shine a favorable light on an upcoming Apple TV set. Taking data from an AlphaWise U.S. consumer survey, Morgan Stanley noted that there's a 13 million unit opportunity domestically. Consumers are said they were willing to pay $1,060 for an Apple TV...a 20 percent premium.

An Apple smart TV could add $13 billion to sales and $4.50 to EPS, Morgan Stanley noted. But, further global adoption could multiply those estimates by four, the firm commented.

That's a likely scenario, with interest level now twice as great to purchase a smart TV from Apple as it is an iPhone or iPad.

Notably, Jefferies issued comments Monday on Apple, expecting an 'iTV' to launch in September or October of 2013.

Apple is indicated for a higher open Tuesday.

Analyst Comments Trader Talk

Apple (AAPL) Said to Be in Talks with Suppliers Over 'iTV,' But Details Remain FuzzyDecember 12, 2012 7:02 AM Apple's (AAPL) iTV Might Include 3D Imaging and Remote, Siri Integration, and More...December 11, 2012 1:04 PM Jefferies Cuts Target on Apple (AAPL) by $100; Sees Saturation Slowing iPhone Growth in FY14December 10, 2012 7:12 AM Apple (AAPL) CEO Cook Calls Television an 'Area of Intense Interest'December 6, 2012 11:30 AM Apple (AAPL) iTV Chatter Heats Up AgainMay 29, 2012 11:03 AM