updated 05:44 pm EDT, Thu October 25, 2012
'It's still a hobby, however, it's a beloved hobby'
In the conference call for Apple's quarterly earnings, it was revealed that Apple sold 1.3 million units of its Apple TV over the previous three months. Apple TV unit sales for this past quarter brought Apple's "hobby" to five million in total sales over the fiscal year. Apple CEO Tim Cook noted that the Apple TV "still has the hobby label; however it's a beloved hobby."
Sales for the Apple TV in the quarter were nearly double its numbers for the same quarter last year. For the fiscal year, Apple TV sales were again nearly double the 2.8 million units moved in fiscal 2011. Cook told analysts that Apple still believed in the product but again said simply that the company would "continue to pull the string and see where it leads us."