Apple TV Seeing Moderate Success, But No Hardware Update Imminent?

Yesterday, we noted that Logitech had slashed the price of its Google TV-powered Revue set-top box to below cost following a quarter in which customer returns actually exceeded new sales. We reported that development within the context of Apple's measured steps into the television market that have seen the Apple TV primarily function as a media hub for iTunes Store content and a handful of streaming services.

apple tv 2010 oblique
Apple does indeed appear to be having some moderate success with the Apple TV, as industry checks by Concord Securities analyst Ming-Chi Kuo reveal that Apple shipped approximately 480,000 Apple TV units during the second quarter, as reported to AppleInsider. The performance represents more than 70% year-over-year growth as Apple transitioned from the larger hard-drive based first-generation Apple TV to the iOS-powered second-generation streaming device.

Kuo's industry sources claim, however, that Apple is not planning a hardware update for the Apple TV during the current quarter, putting a damper on the excitement of those hoping that changes in iOS 5 would open the door to a true 1080p Apple TV. Instead, Apple is said to be relying on iOS enhancements to boost the AirPlay capabilities of the Apple TV to better support Apple's latest iOS devices.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Don't Buy)

Popular Stories

iOS 26 Battery Glass Feature

iPhone 16 Pro Max 80% Charge Limit: One Year Later, Was It Worth It?

Wednesday September 24, 2025 3:58 pm PDT by
With the iPhone 15 series, I did an experiment and kept my iPhone's Charge Limit set at 80 percent for an entire year. It provided an interesting look at the impact of charge limits on battery longevity, so I decided to repeat it for the iPhone 16 line. Since September 2024, my iPhone 16 Pro Max has been limited to an 80 percent charge, with no cheating. As of today, my battery's maximum...
AirPods Pro 3 Newsroom

Apple's 'Back to School' Offer Ends Soon, Now Applies to AirPods Pro 3

Wednesday September 24, 2025 7:20 am PDT by
Apple's annual "Back to School" promotion for students ends soon, so act fast if you want to score free AirPods with the purchase of an eligible new Mac or iPad. Until Tuesday, September 30, college students and qualifying educational staff in the U.S. can receive free AirPods 4 with Active Noise Cancellation when they purchase an eligible new Mac or iPad from Apple. This is a $179 value. ...
iphone 17 pro dark blue 1

Apple Blames In-Store MagSafe Chargers for iPhone 17 Pro Display Model Scratches

Wednesday September 24, 2025 10:22 am PDT by
The marks on the iPhone 17 Pro models that people have noticed at Apple retail stores are caused by the chargers that Apple uses, Apple confirmed today. Apple told 9to5Mac that worn MagSafe charging stands in stores are causing marks on the iPhone 17 Pro and iPhone 17 Pro Max. Apple says that the marks are not scratches, and are instead material transfer from the stand to the phone. The...
Home Hub Command Center with Dome Base Feature

Apple Working on All-New Operating System

Thursday September 25, 2025 1:11 pm PDT by
Apple is developing an all-new operating system codenamed "Charismatic," according to Bloomberg's Mark Gurman. Apple smart home hub concept based on rumors This is likely Apple's long-rumored "homeOS" operating system. In a report last month, Gurman said both Apple's rumored smart home hub in 2026 and tabletop robot in 2027 will run the new operating system. He said the software platform ...
iPhone 17 Pro Colors

Skipped the iPhone 17 Pro? Here's What is Rumored for iPhone 18 Pro

Tuesday September 23, 2025 8:55 am PDT by
While the iPhone 18 Pro and iPhone 18 Pro Max are still a year away, there are already a few rumors about the devices that offer an early look ahead. Below, we have recapped some of the early iPhone 18 Pro rumors so far. This story was published previously, and it has been updated to reflect the latest rumors. Many early rumors prove to be true, but nothing is confirmed yet, and Apple's...
iOS 26

Everything New in iOS 26.1 Beta 1

Monday September 22, 2025 12:44 pm PDT by
Apple released the first beta of iOS 26.1 today, just a week after launching iOS 26. iOS 26.1 mainly adds new languages to Apple Intelligence, but there are a few other features that are worth knowing about. New Apple Intelligence Languages Apple Intelligence is now available in Danish, Dutch, Norwegian, Portuguese (Portugal), Swedish, Turkish, Chinese (Traditional), and Vietnamese. AirPo...
ios 26 digital id passport wallet

Apple Confirms iOS 26 Wallet Passport Feature is Coming in 2025

Tuesday September 23, 2025 1:06 pm PDT by
Digital ID, the iOS 26 feature that lets U.S. passport holders add their passports to the Wallet app, is coming later in 2025, Apple confirmed today. Apple updated the release timing wording of Digital ID on its iOS 26 features page. "Digital ID will be coming later this year with US passports only," it reads. Prior to today, the footnote for the feature said "Digital ID will be available ...
apple tv 4k new orange

Next Apple TV Expected to Launch This Year With These New Features

Monday September 22, 2025 10:00 am PDT by
The next Apple TV is expected to be released later this year, and a handful of new features and changes have been rumored for the device. Below, we recap what to expect from the next Apple TV, according to rumors. Likely Features N1 Chip With Wi-Fi 7 Last year, Bloomberg's Mark Gurman said the next Apple TV would be equipped with Apple's own combined Wi-Fi and Bluetooth chip, which is...
iPhone 17 Pro USB C Port

iPhone 17 Pro Max's USB-C Charging Speeds Tested With Apple Chargers

Monday September 22, 2025 7:29 am PDT by
The website ChargerLAB has tested the iPhone 17 Pro Max's USB-C charging speeds with a variety of Apple's chargers, from 18W to 140W. The device reached a peak charging speed of around 36W with the following Apple chargers:40W Dynamic Power Adapter with 60W Max 61W USB-C Power Adapter 67W USB-C Power Adapter 70W USB-C Power Adapter 96W USB-C Power Adapter 140W USB-C Power AdapterFor...

Top Rated Comments

GeekLawyer Avatar
185 months ago
I love my AppleTV.

But until there's an app store for it, it's a hunk of wasted potential sitting next to my TV.
Score: 14 Votes (Like | Disagree)
Small White Car Avatar
185 months ago
I like how 480,000 units in a quarter is described as a "moderate success."

I remember when that was how many Macs Apple was selling per quarter...and they didn't really have any other products at the time! Things sure have changed.
Score: 12 Votes (Like | Disagree)
FriarNurgle Avatar
185 months ago
AirPlay for iOS devices is fine, but what about AirPlay from my MBP?
Score: 12 Votes (Like | Disagree)
ipedro Avatar
185 months ago
Let's do a little exercise.

Why does the Apple TV need an App store?

How would you control those apps? With the existing remote? No, too limited. Probably you'll suggest that Apple include a touch screen remote, but then the price would skyrocket from $99 to at least double that (more like triple).

So ok, people should just use their iPods and iPhones and iPads to control the Apps on your TV. Exactly, but then why does the app need to run on the AppleTV when there's more processing power on the handheld device and an already established App Store?

I've been suggesting this for quite some time and Apple has been consistently following steps on a path to realizing this vision: Apps run on your touch screen devices and stream appropriate content to the TV.

The new AirPlay Mirroring brings this vision nearly to fruition. Apple just needs to release more developer tools to make this easier to implement. Give developers the ability to specify a separate UI for a second screen.

For example, a news app would display the news story on the handheld screen (i.e. iPhone or iPad) where its more comfortable to read while pictures and video of the story show on your big screen where that content can best be enjoyed. The Mail app would let you read the email in your hands while attachments show on the TV. Video games would give each player a private screen and the TV would serve as an overview of the full game. The YouTube app would play videos on the AppleTV while you could control the video on the touch screen and read and post comments. There's already a Pandora App for iOS and it works great with the AppleTV.

We don't need a 3rd App Store and yet another copy of an app. The "AppleTV App store" already exists and we'll see more of it with the release of iOS5 and AirPlay mirroring.
Score: 6 Votes (Like | Disagree)
OneMike Avatar
185 months ago
I love my ATV2.

One thing that would make me love it more is if it were able to access networked hard drives. Having to always have a computer on with iTunes open is the one thing I dislike.
Score: 6 Votes (Like | Disagree)
Caliber26 Avatar
185 months ago
People can say all they want about this little gadget, but it is, BY FAR, my most favoritest Apple product - EVER! I'll give up my iPhone before I give up my ATV. Since I don't own an X-box or Play Station, or any of that stuff, this gives me all the Netflix streaming I could ever wish for. I haven't owned a music CD in YEARS, so this, too, is the simplest way to push my music to my entertainment center's speakers.
Score: 6 Votes (Like | Disagree)