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Apple has already sold 4 million Apple TVs this year but it still considers the device a ‘hobby’, revealed CEO Tim Cook on today’s earnings call.
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Q: Did you give an Apple TV number and updated thoughts?
A: Sold 1.3 million last quarter, up more than 170% year over year. Brings fiscal year to 4 million units. This is pretty incredible. Still at a level that we would call a “hobby” — continue to pull the string to see where it takes us. Not one to keep around projects that we don’t believe in. Lot of people here that believe in Apple TV. Continue to invest.
Q: Don’t do hobbies to be hobbies — do it to make something bigger?
A: We do it because we think it’ll leave us somewhere. We’ll see. 4 million isn’t a small number and there are a lot of believers in it.
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Cook was recently spotted at the Allen & Co. Annual Retreat where he has lined up several one-on-one meetings with media executives. Speculation has been rampant that Apple will release a television in the next year.
