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Apple TV sales jump 3-fold, investment to continue

updated 08:00 pm EST, Wed January 21, 2009

Apple TV sales jump

During Apple's Q1 financial conference call, COO Tim Cook noted that sales of Apple TV devices have surged three-fold from last year's quarter. The company plans to continue investing in the technology, despite the suggestion that it is still considered a "hobby." Cook also credited the rental movie business with boosting the strong performance. "We are going to continue to invest in it because we fundamentally believe there is something there for us in the future."

Several rumors circulating before the Macworld Expo suggested that the company was ready to release an updated device, possibly with more storage and enhanced functionality. The rumors regarding a launch at the San Francisco event turned out to be false.

A pending patent infringement lawsuit accuses Apple of using protected technology in Apple TV, AirTunes and even Mac computers. The suit is still in the very beginning stages, however, and any possible impact on the range of devices remains unknown.

by MacNN Staff



  1. ClevelandAdv

    Joined: Dec 1969


    Apple TV III

    I have been waiting for a new Apple TV to hit the streets. When it does I will be there. I have all my DVD's and home movies ready to stream to my new HDTV.

    Comment buried. Show
  1. iphonerulez

    Joined: Dec 1969


    I heard they sold

    about 180 AppleTVs this quarter. One thing I usually notice whenever I go to an Apple retail store is that nobody ever glances at the AppleTV setups. It's probably a device that really doesn't fit into most Mac buyer's mindset.

    I use a MacMini as a media storage device for my large screen TV. That's about as low as I want to go.

  1. Longwalker

    Joined: Dec 1969


    What's missing?

    ClevelandAdv, you sound poised to get an Apple TV when a new one is released. What does the current one lack that you're needing or hoping for? I ask because I have an Apple TV and find it quite nice, not sure what more is needed.

  1. pt123

    Joined: Dec 1969



    It is interesting that Apple will say sales has increased 3-fold but won't ever say a number.

  1. testudo

    Joined: Dec 1969


    still a hobby

    Well, considering they still report the device as an iPod peripheral, its hard to discount the 'hobby' comment.

    And as for waiting for AppleTV III, maybe he just doesn't want to buy last year's model, when there's a strong likelihood that a new model will be coming soon.

    Or how about one with more storage space, or an included DVD drive, or a unibody aluminum enclosure (I hear its all the rage)...

  1. rodvera

    Joined: Dec 1969


    AppleTV III

    I have the 160GB AppleTV and I love it. I hope Apple will add a DVD drive in the next model. BluRay would be awesome. What about adding some DVR features to go along with that added storage?

  1. slider

    Joined: Dec 1969


    I'm Happy

    I've had mine for a year, and couldn't be happier with it. I bought my parents one for Christmas for no other reason than for them to view their photos on their big HDTV. The are not very computer literate and this device is easy to use.

    I think the slow uptake of these types of devices is simply due to the fact that there is already saturation with cable as they offer streaming, on-demand, and 1 million channels, it's overload and I doubt the masses even consider there's a different way to watch Movies etc. I think it's going to happen, but it's still away from reaching critical mass - they Vudu, ATV, netflix, etc are still working out the magic combination.

    I don't get the big deal, the desire, to have a DVD or Blue-ray. I've pretty much settled on one media component at a time, ie DVD and VHS that latter never gets used. TV and VHS, the latter never gets used, TV and DVD, the latter still gets used, but for how much longer. And then there's the if one breaks you have to do without both if you have it repaired. Individual components are slim enough now that they are unobtrusive. Just my 2 cents.

  1. GORDYmac

    Joined: Dec 1969



    AppleTV is a great device, and I'm glad it will live on. My current one will move to the bedroom when a new one is released.

  1. Feathers

    Joined: Dec 1969


    further proof...

    ...given that the AppleTV can be easily hacked to behave as a normal Mac, is this further proof that the Mac Mini is overpriced and underspecified?

  1. dliup

    Joined: Dec 1969


    re: feathers

    Given that feathers can be hacked to drink gasoline, does that means feathers is overpriced and underspecified?

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