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Apple Sold 1.4M Apple TVs in Most Recent Quarter vs. 2.8M Sold in All of Fiscal 2011

Apple sold 1.4 million Apple TV set-top boxes in the Q1 2012 quarter, Apple CEO Tim Cook disclosed during today's earnings call. Cook also disclosed that Apple sold 2.8 million Apple TVs in all of fiscal 2011, so the last quarter's results seem to represent a significance acceleration of sales for the product.


The current generation Apple TV was released at the beginning of fiscal 2011, which means Apple has sold 4.2 million 2nd Generation (iOS-based) Apple TVs in total. This is fairly impressive, especially considering Google's set-top box efforts have fallen flat thus far. However, even with these numbers, Tim Cook still considers Apple TV a "hobby" simply because on a dollar-for-dollar basis, the device barely makes a dent in Apple's earnings numbers.

Answering an analyst's question about Apple's living room plans for the future, Tim Cook dodged the obvious inference to an Apple-branded television set and instead noted:
We continue to add things to it, and I don't know about you but I couldn't live without it. We continue to pull the strings and see where it takes us.
In the past year, Apple has added support to Apple TV for the streaming service from Major League Baseball, the National Basketball Association, and the National Hockey League, among others.

Related Roundups: Apple TV, tvOS 12
Buyer's Guide: Apple TV (Don't Buy)


Top Rated Comments

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93 months ago

for the price of apple tv, you can get a wdtv media player. more features, better value too.


No thanks. I had WDTV once, it's garbage. You can tell immediately a product that was developed by a hard drive company.
Rating: 18 Votes
93 months ago

Just picked one up for the play room.
Jailbreak and Hulu Plus was only a few clicks away. ;)


Wasn't looking for quality and for $99 I wasn't expecting it.
It's cheap enough for me to not care. Good content is available by loading XBMC and Hulu via jailbreak.
On a 32" TV, 720P works just fine.
That said, it would never be used in my living room on the big TV.
720P is blah on a 55" plasma TV.


You may not realize it but most of the content from networks are broadcast in 720P.
Or 1080i which is no better than 720P.
Rating: 11 Votes
93 months ago
Would love to see Hulu Plus and HBO Go added to the Apple TV.
Rating: 8 Votes
93 months ago
the 720p vs 1080p is over stated. its nothing more then tech talk most of the time. You have to be sitting at the proper distance and have the proper size tv to even notice the differences between 720p and 1080p. its nothing more then a bragging right. I have a 58" plasma perfect for 1080p. I still rent movies on the ATV in 720p because its cheaper then buying blurays and the difference isnt all that dramatic.
Rating: 8 Votes
93 months ago
re pic in original aricle

gotta get rid of that glee loser pic
Rating: 7 Votes
93 months ago
AirPlay for music, video and mirroring is what I use mine for.
Rating: 7 Votes
93 months ago
I always find it interesting when people debate the Apple TV's merits vs. price. I find all it's features, save one, rather irrelevant. I look at the price like this: for $50 I have to plug my iPad in to my TV to mirror it on the big screen, or for $99 I can mirror it wirelessly. And so can everyone else in the room. The extra cost is easily worth the hassle saved. All those other things it can do? Icing.
Rating: 6 Votes
93 months ago

If people stopped buying this then Apple might make it better. As it stands, it's probably one of the worst products Apple sells - up there with the Magic Mouse and Final Cut Pro X.


What a ridiculous statement. :rolleyes:

Maybe if people stopped voting for XYZ type people we'd be able to get ABC type people. Subsequently, maybe if pigs had wings, they'd fly.

You can't be a small percentage of people who know a product can be greater and continually feel aggravated with the much larger percentage of people who don't grasp the future-think you do. Obviously, 1.4M people like the thing just the way it is to justify $99. I'm one of them.

On the other hand, I'm sure a great percentage of the 1.4M, like me, also know what the Apple TV could be but choose to buy it anyway because it still does a great job with what it's made for. We all know the iPhone could do a billion things it doesn't, but we still ran out in droves to get truck loads of 4Ses when it released.

It is what it is.
Rating: 6 Votes
93 months ago
I like my Apple TV very much and it's a fair price. While it isn't the greatest device in the world it lets me watch all my purchased content and Netflix on my TV seamless and hassle free.

What more could you possibly need?
Rating: 5 Votes
93 months ago
Airplay is it

I always find it interesting when people debate the Apple TV's merits vs. price. I find all it's features, save one, rather irrelevant. I look at the price like this: for $50 I have to plug my iPad in to my TV to mirror it on the big screen, or for $99 I can mirror it wirelessly. And so can everyone else in the room. The extra cost is easily worth the hassle saved. All those other things it can do? Icing.


This.

I bought ATV2 in late 2010 (cut the cord and never looked back). I use it for music and photo viewing (via home sharing), radio, netflix streaming and especially airplay (the ace in the hole). Granted, it's only 720p and has limited features (more iOS apps please!), but what it does, it does very well... and for $99, it was a no-brainer buy.

With the sudden upsurge in the number of sold units, I think many others are appreciating the simplicity of the device.
Rating: 5 Votes

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