updated 06:30 pm EDT, Mon October 18, 2010
AirPlay launch expected to further push sales
Speaking during a conference call following Apple's FYQ4 financial disclosures, CEO Steve Jobs highlighted the initial success of Apple TV during its short time on the market so far. The company has already shipped more than 250,000 units in less than three weeks of general availability.
The executive suggested customers have been receptive to the new device, despite the transition from integrated storage to a streaming-only system. A "very enticing" price, now just $99, is also credited with helping push the impressive sales momentum.
"Once AirPlay is in place, it'll give another big reason to buy," Jobs added.
The comments corroborate recent reports of scarcity at many US Apple Stores, where some customers have encountered difficulty trying to find one of the new set-top boxes. The 250k sales number also falls in-line with an analyst forecast of up to one million devices per quarter.