Apple Has Already Sold 4 Million Apple TVs This Year, Still a 'Hobby'

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Posted July 24, 2012 at 11:16pm by iClarified

Apple has already sold 4 million Apple TVs this year but it still considers the device a 'hobby', revealed CEO Tim Cook on today's earnings call.

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Q: Did you give an Apple TV number and updated thoughts?

A: Sold 1.3 million last quarter, up more than 170% year over year. Brings fiscal year to 4 million units. This is pretty incredible. Still at a level that we would call a "hobby" -- continue to pull the string to see where it takes us. Not one to keep around projects that we don't believe in. Lot of people here that believe in Apple TV. Continue to invest.

Q: Don't do hobbies to be hobbies -- do it to make something bigger?

A: We do it because we think it'll leave us somewhere. We'll see. 4 million isn't a small number and there are a lot of believers in it.
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Cook was recently spotted at the Allen & Co. Annual Retreat where he has lined up several one-on-one meetings with media executives. Speculation has been rampant that Apple will release a television in the next year.

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Apple Has Already Sold 4 Million Apple TVs This Year, Still a 'Hobby'

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Joe - July 25, 2012 at 6:07am

I have had my ATV2 for over a year and my ATV3 for a few months now and both work quite well. They do everything I need them to do. IOS6 should make them even better.

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NoGoodNick - July 25, 2012 at 1:44am

Apple considers it a "Hobby", because it hasn't dedicated any resources to improving it. It's still buggy, unreliable, and not a valid product. And this is from an owner of the product. It's got promise, but it's not up to Apple's usual standards.

Art - July 25, 2012 at 3:34am

I am buying one on friday when I get the upgrade to mountain lion, so that I can use the mirror feature on my air. How buggy would you say it is?

Banger - July 25, 2012 at 5:36am

Not really that buggy. Don't worry. I have one and use it everyday. The mirroring feature is really the most enjoyable parts. It's worth the 99 bucks alone.