Apple Sells Over 4.2 Million Apple TVs
Apple previously converted its original Apple TV product into a $99 iOS-based device in September 2010 and since then, the company has managed to sell more than 4.2 million of the set top boxes, with nearly at third of those sales occurring in the last quarter. (1.4 million to be more specific).
Speaking in the company’s quarterly earnings conference call, chief executive Tim Cook responded to a question regarding Apple’s living room strategy involving the TV by saying that its existing product, Apple TV, is “actually doing pretty well.” After noting the sales figures, Cook said “in the scheme of things, if you dollarize it, we still classify it as a hobby.” It should be noted that Cook also mentioned that the company will “continue to add things to it,” alluding updates over the past year that have added app-like features.
He went on to say that he “couldn’t live without it. We continue to pull the strings to see where it takes us.” Analysts such as Gene Munster of Piper Jaffray have been advocating that Apple has been working on an HDTV incorporating the features of Apple TV and other technologies including Siri voice features of the new iPhone 4S for quite some time. Cook’s comments do not appear to suggest that Apple is gearing up to make TV a central part of its plans for 2012, unlike efforts by Google to reanimate its Android-based Google TV product and Microsoft’s focus on TV features of the company’s Xbox 360 game console, which the company’s chief executive Steve Ballmer gave significant mention to in his final keynote at CES. Other competitors such as Samsung have made so called “Smart TVs” central to their marketing strategies.
It was previously mentioned that Jobs was quoted in his biography saying he had “finally cracked
” a workable concept for an HDTV interface, with Isaacson writing that Jobs “wanted to do for television sets what he had done for computers, music players, and phones: make them simple and elegant.” It wasn’t specified whether he was referring of plans to sell an Apple-branded TV however. Large HDTVs would seem to be a relatively poor fit for Apple’s already packed retail stores. At the same time, Apple did introduce AirPlay and AirPlay mirroring as key features of the iPad 2 and iPhone 4S last year, indicating that it sees significant potential in Apple TV, at least as a standalone product.
Time will tell what Apple has been planning but as for now, seeing the impressive number of sales for the Apple TV is quite astonishing. Do you happen to own an Apple TV? If so, when did you get yours and what do you think of it? Share your thoughts and opinions below!