apple tv

Among some of the more interesting tidbits from Apple’s earnings call today was Tim Cook’s mention of Apple TV sales. The device has long been called a hobby by Cook and other Apple executives, but it doesn’t act like one.

The Cupertino company sold over 2 million Apple TVs during last quarter, a record high for the company. That’s a 60% growth over last year’s first fiscal quarter, which is bigger than that of both the iPhone and the iPad…

Of course, it was none other than Piper Jaffray analyst Gene Munster asking Cook about Apple’s future plans for TV that sparked the comment about Apple TV sales. And as usual, the CEO wouldn’t give him a direct answer.

“This is an area of intense interest for us and remains that. I tend to believe that there is a lot we can contribute in this space and we continue to pull the string and see where it leads us. Don’t want to be more specific.”

You would think Munster would realize by now, after asking the same question 3 or 4 conference calls in a row, that Tim isn’t going to answer any questions regarding Apple’s future product plans. It’s become somewhat of a joke.

But Apple’s TV sales aren’t a joke. At $99 a pop, and 2 million sold, we’re talking about a $200 million dollar haul for the company in just three months. That’s more than a lot of companies—even larger ones—make in a year.

Looking towards the future, Apple is widely expected to refresh its set top box this spring with a faster processor, and possibly more features. Despite the continuous rumors, there’s still no evidence of anything bigger coming.

  • jorith

    pls remember that the thing costs $64 to produce, i do think its one of apple lowest profit margins on there products…..
    (excluding things like cables and stuff.)

    BTW, i love my apple tv, but if it didnt run xbmc, i would not ever touch it!

    • Melvco

      right, we’re talking revenue here, not profits obviously.

  • I can’t reiterate enough how much I love my AppleTV. It is my prime source for Hulu and Netflix. I also use Plex for the movies stored on my computer, and if I feel so inclined to, I will rent movies and TV shows directly from iTunes very conveniently. Sure, other media players (ie Xbox 360 and PS3) offer more features but Apple TV does it more seamlessly. Plus, with the 2nd generation Apple TV cost as low as it is now, why wouldn’t you at least give it a shot. You can always return the thing, but I bet you won’t.

    • Al

      Totally agree with you. I use AppleTV mainly for Plex… I took the plunge after having other set top boxes. Roku does Plex, but I like having a more seamless transition with my iDevices.. makes it more complete. And having a Mac along with AirPlay is a bonus.

      • Totally forgot about AirPlay. As you can see it is a very under appreciated feature I use all the time. I take it for granted.

  • SirPsycho

    Jailbreak it or GTFO

  • Liam Mulcahy

    Cool but Apple sold 5 million iPhone 5 in 2 days