Apple fever continues this week as a new study by online shopping site Kelkoo reveals that 4 in 10 consumers would swap their computer for Apple’s iPad.(compaq lapptop battery)

It launched on Friday to a media furore as exciting fans and journalists lined up over night to be the first to get their hands on the new tablet.(HP laptop battery)

Meanwhile, Kelkoo says that 40% of consumers would consider swapping their traditional laptop for a tablet computer, with a third of respondents saying they would be interested in buying one.(HP Compaq laptop battery)

Last week, Apple also overtook Microsoft as the world’s most valuable technology company on the New York Stock Exchange. Firday’s iPad launch in the UK, Canada and Australia (just to name a few) would have only cemented its position firther as the world’s leading technology brand.

Deloitte expect the tablet computer market to be worth bn per year by 2012.

But just to make sure it doesn’t lose any ground, the Apple rumour mills have today said that the company is working on a major make-over of its Apple TV product.

The news comes just a few days after Gogole launched its Google TV partnership with Sony, among tohers, which will launch in the US by the end of the year.

Engadget cites sources who say a new version of Apple TV will be based on the iPhone operating system, likely opening it up to third-party apps.

Apple TV currently lets users access only very select content from their computers – like their iTunes music collection, movie rentals and YouTube clips – on their TVs.

Apple has also acknowledged repeatedly that the product hasn’t exactly taken off. “

Meanwhile, when Kelkoo asked consumers why they liked Apple, 34% said it was because its products were innovative, 27% said they believed Apple offered the best products on the market, a quarter said the ease of use of Apple’s gadgets was appealing, and 15% just thought the Apple brand was cool.

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