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This article was published on July 24, 2012

Apple sold 1.3M Apple TVs in Q3 2012, with 4M units so far this fiscal year, but it’s still ‘a hobby’

Apple sold 1.3M Apple TVs in Q3 2012, with 4M units so far this fiscal year, but it’s still ‘a hobby’
Matthew Panzarino
Story by

Matthew Panzarino

Matthew Panzarino was Managing Editor at TNW. He's no longer with the company, but you can follow him on Twitter. Matthew Panzarino was Managing Editor at TNW. He's no longer with the company, but you can follow him on Twitter.

Apple’s CEO Tim Cook said today that the company had sold 1.3M Apple TVs in Q3 2012, with 4M units so far this fiscal year. “We think it will lead us somewhere., we’ll keep pulling the string,” said Cook, adding that it was still ‘a hobby.’

That number is up over 170% year over year. Back in May, Cook sais that Apple had sold some 2.7M so far in 2012. That means that Apple has sold some 1.3M units in roughly 2 months.

Cook said in May, at the All Things D conference, that staying in the Apple TV market was uncharacteristic for Apple. “ We’re not a hobby kind of company as you know. Our tendency is to do very few things. And, if something creeps in and isn’t a big success, we get it out of the way and put our energies on something else.

“With Apple TV though, you see what we’ve done. We’ve stuck in this, it’s not the fifth leg of the stool. It’s not the same size as the iPhone or Mac or tablet business. But last year we sold a little less than three million Apple TVs.”

Cook said that the Apple TV was an ‘area of intense interest’ for the company.