Apple to sell its 1 millionth Apple TV this month

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Earlier this morning, Apple announced that it expects the iOS-based Apple TV to pass the one million mark in units sold sometime later this week. The release also notes that iTunes users are renting/purchasing TV episodes and movies by the truckload (400,000 and 150,000 per day, respectively), although it’s a bit ambiguous as to whether all those cited transactions involve an Apple TV or not — our guess is ‘not.’

At a run rate of one million units sold in just one quarter — aligning nicely with JMP Research’s estimates from October — the new version of Apple’s ‘hobby’ seems to have more momentum than the original Apple TV did in the marketplace. With the lower price point of $99, the tight integration with AirPlay-enabled iPads and iPhones, and the inclusion of Netflix streaming, the Apple TV matches up pretty well with other video devices at its price point.

It’s not all sunshine and smiles in the TV-gadget market right now, however. The more ambitious and technically challenging Google TV project is hitting some major bumps; meanwhile, vendors of other set-top devices seem to be gaining momentum from the attention the Apple TV has brought to the sector. Roku in particular has seen dramatic increases in sales, which the company’s CEO attributes in part to the impact and media buzz around the Apple TV.


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