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Let’s put aside for the moment the question of whether the AppleTV (NASDAQ:AAPL) is a dud or not, and look inside the box.

Nicholas Aberle, an analyst at Caris & Co. took a look Friday at the semiconductor content inside the AppleTV box. He says that Broadcom (NASDAQ:BRCM), Nvidia (NASDAQ:NVDA) and Intel (NASDAQ:INTC) are the winners; he also notes that Marvell (NASDAQ:MRVL) is likely represented as part of the hard-drive.

Aberle says that Broadcom appears to have won all of the wireless chip content. Intel has three chips in the box, “representing perhaps the greatest dollar content.” Nvidia, he says, has the second-biggest chip in the box with “potentially $20 worth of content.” If 2 million AppleTV’s ship in 2007, it would be worth $40 million to Nvidia, he says.

Friday, Nvidia was down 24 cents at $30.39, Broadcom was up 33 cents at $32.44, and Intel was up 16 cents at $19.32.

NVDA vs. BRCM vs. INTC 1-yr chart

nvda chart

Source: Who's Inside the AppleTV? Broadcom, Nvidia, and Intel