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February 28, 2014

Apple Sold $1 Billion in Apple TV Boxes in 2013, Cook Says ‘Difficult to Call It a Hobby’

by John_A

During Apple’s annual stockholders meeting in Cupertino today, Apple CEO Tim Cook revealed that Apple sold more than $1 billion worth of its Apple TV set-top box in 2013, putting sales at close to 10 million units for the year.

This is a roughly double the 5 million it sold in fiscal 2012, which was double its Apple TV sales in 2011. Cook has traditionally called the Apple TV a “hobby”, but said today that “it’s a little more difficult to call it a hobby these days”. Horace Dediu created a chart showing the impressive growth of Apple TV sales over the past several years, making it the fastest growing device in Apple’s hardware lineup.

apple_tv_2012_interface
It has been repeatedly rumored that Apple is working on an improved set-top box and also a full-fledged television set. A new set-top box is expected to be introduced in the next couple of months, though it’s unclear when the device itself would go on sale. A recent report said Apple would be introducing an SDK for Apple TV application development with an accompanying App Store launching to the public later in 2014.

Apple also launched a sale on the Apple TV at the company’s online and retail outlets in the U.S., giving out a $25 iTunes Gift Card with purchase of the $99 device — an unusual move for the company which only rarely offers sales on its devices.

    



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