We use cookies to provide you with a better experience. If you continue to use this site, we'll assume you're happy with this. Alternatively, click here to find out how to manage these cookies

hide cookie message
80,258 News Articles

Apple TV "hobby" nets 1.4M quarterly sales

Apple TV sales

Everyone needs a hobby--even Apple. And Apple executives have repeatedly referred to the company's Apple TV product as a "hobby." But beyond that moniker, there's been precious little information about how many Apple TVs Apple sells.

In October 2010 Apple said the company had sold 250,000 second-generation Apple TVs in a few weeks. And in late 2010 the company announced that the device was about to pass a million units sold. Since then we haven't heard a lot, but on Tuesday's conference call with financial analysts to discuss Apple's quarterly results, CEO Tim Cook dropped some raw numbers.

Latest version: Apple TV review (2012)

Answering a question about Apple's future in the TV market from Piper Jaffray analyst Gene Munster, who has been suggesting for years that Apple is about to build its own TV set, Cook sidestepped that issue and discussed Apple's $99 black box instead.

"The Apple TV product is doing actually very well," Cook said. "In the last fiscal year that ended in September we sold a bit above 2.8 million units, and just in the past quarter we set a new quarterly record for Apple TV at over 1.4 million."

That sounds impressive, but if you keep in mind that during that same period Apple sold 5 million Macs, 15 million iPods, 15 million iPads, and 37 million iPhones, you can see why it's still a hobby.

"In the scheme of things, if you [look at] the revenues, we still classify this as a hobby," Cook said.

Calculating the product's $99 price, 1.4 million Apple TVs would generate less than $140 million in revenue. Compare that to $2.5 billion for the iPad, $6.6 billion for the Mac, $9 billion for the iPad, and $24 billion for the iPad.

But Cook was careful to praise the Apple TV and suggest the company is still avidly modifying it and analyzing the results.

"We continue to add things to it, and if you're using the latest one... I don't know about you, but I couldn't live without it," he said. "And I think it's a fantastic product, and we continue to pull the strings to see where it takes us."


IDG UK Sites

LG G4 launch live blog: What to expect from the LG G4 launch

IDG UK Sites

Apple Watch release day: Twitter reacts

IDG UK Sites

Doctor Who scoops VFX gong at BAFTA TV Craft Awards

IDG UK Sites

Apple Watch buying guide, price list & where to buy today: Which Apple Watch model, size, material,?......