Apple TV sales up 170% in Q2

Current Apple TV device (3rd gen)

4mn Apple TV units have been sold so far this year

UPDATED: Apple sold 1.3mn units of its Apple TV digital media receiver in the second quarter of this year – up 170% on an annual basis – meaning that over 4mn units have been shipped so far in its fiscal year which ends in September.

During a conference call to discuss the tech giant’s US$ 8.8bn net profits for the quarter, Apple CEO Tim Cook commented on Apple TV: “There’s a lot of people here that are believers in Apple TV. We continue to invest in it and see where takes us… We think it will lead us somewhere.”

The Apple boss has been coy for a while on his plans for the TV space, telling a Californian conference last May that TV is an area of “intense interest” for him, adding that Apple is not a “hobby kind of company” (a reference to the late Steve Jobs’ description of Apple TV as a hobby product for him).

The Apple TV device was launched in March 2007 as a way for iTunes users to rent and stream movies on their TV, and contained hard drives of 40 GB and 160 GB.

The hard drives were dropped from the second and third iterations, enabling the form factor to be shrunk to around a quarter of the original and the price to be cut to US$ 99, while the feature list got boosted to include AirPlay support.

This year’s WWDC saw no update to the Apple TV user interface, but that hasn’t stopped innovation around the device: US firm Brightcove unveiled a new solution last month which enables media publishers to develop rich content apps for the iPhone and iPad that can simultaneously control full-screen video streaming on the living television via the Apple TV set-top box whilst also displaying synchronised content on the iOS device.

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