Apple Shipped 1.3M Apple TVs In Q3 2012, Still Calls It A Hobby

Matt is currently working as a writer for TechCrunch. Matt Burns is a family man first and attempts to be a writer second. Born and raised in the heart of the automotive world, only cars eclipse his love of gadgets. He previously wrote for Engadget and EngadgetHD before moving into the party house that is TechCrunch. He learned the retail... ? Learn More

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“We are not going to keep products around we don’t believe in,” said Apple CEO Tim Cook in regards to the Apple TV on today’s earnings call. He also stated that Apple still considers the product a hobby although Apple keeps at the project because they stated “it will lead us [Apple] somewhere.”

Apple is very happy with Apple TV’s growth. The company shipped around 4 million so far during this fiscal year with 1.3 million units over the third quarter — not so bad for a hobby.

In many ways Apple TV is the missing link between Apple’s portables and the living room. It brings iTunes to the big screen but also, through the magic of Airplay, allows iPhone and iPad owners to quickly and easily stream content to the Apple TV. But for many, this little box is not enough.

A true Apple TV, an Apple HDTV if you will, has been rumored for sometime but Apple has been very quiet on its development. Like many companies, Apple tends to develop early and wait for the right time to release it in the wild. Apple could be waiting on the right content or hardware deals. But Cook’s statement seems to indicate something is in the pipeline. The Apple TV is likely leading Apple into the living room.


Started by Steve Jobs, Steve Wozniak, and Ronald Wayne, Apple has expanded from computers to consumer electronics over the last 30 years, officially changing their name from Apple Computer, Inc. to Apple, Inc. in January 2007. Among the key offerings from Apple’s product line are: Pro line laptops (MacBook Pro) and desktops (Mac Pro), consumer line laptops (MacBook Air) and desktops (iMac), servers (Xserve), Apple TV, the Mac OS X and Mac OS X Server operating systems, the iPod, the...

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