Feeds

No longer a 'hobby', Apple TV rakes in ONE BEEELLION DOLLARS

'I'm feeling quite good about that business and where it can go,' says Cook

Internet Security Threat Report 2014

At Apple's shareholder meeting at the end of this February, CEO Time Cook removed the qualifier of "hobby" from the Apple TV, and during a conference call after releasing his company's financial results for the second quarter of its fiscal 2014, he explained why: money.

Apple TV

Cupertino's billion-dollar squared-off hockey puck

The term "hobby" had been used to describe Apple's li'l video-streamer since Steve Jobs first dubbed it that in a 2007 interview. "The reason I call it a hobby is a lot of people have tried and failed to make it a business," he said at the time.

Cook used Jobs' line when speaking at a Goldman Sachs investors' conference in February 2010, but argued that the Apple TV was worth further investment because there was "something there."

Apparently that "something" is now here. In response to an analyst's question on Wednesday, Cook gave his reasoning for the Apple TV's promotion from hobby to full business partner.

"When you look at the sales of the Apple TV box itself, and you look at the content that was bought directly off of Apple TV for 2013, that number was over a billion dollars," he said. "And so it didn't feel right to me to refer to something that's over a billion as a 'hobby'."

Cook said that Apple is still investing in R&D for the Apple TV, as well, and that around 20 million of the pint-sized black boxes have found homes. "I'm feeling quite good about that business and where it can go," he said.

But as for the long-rumored big-screen Apple TV that has been the subject of speculation both ancient and recent, well, it never even came up in any of the questions during the call.

Not that Cook would have answered any such question if it had been asked, of course. ®

Providing a secure and efficient Helpdesk

More from The Register

next story
Don't wait for that big iPad, order a NEXUS 9 instead, industry little bird says
Google said to debut next big slab, Android L ahead of Apple event
Netscape Navigator - the browser that started it all - turns 20
It was 20 years ago today, Marc Andreeesen taught the band to play
A drone of one's own: Reg buyers' guide for UAV fanciers
Hardware: Check. Software: Huh? Licence: Licence...?
Apple SILENCES Bose, YANKS headphones from stores
The, er, Beats go on after noise-cancelling spat
Jaguar Sportbrake: The chicken tikka masala of van-sized posh cars
Indian-owned Jag's latest offering curries favour with us
The Apple launch AS IT HAPPENED: Totally SERIOUS coverage, not for haters
Fandroids, Windows Phone fringe-oids – you wouldn't understand
Here's your chance to buy an ancient, working APPLE ONE
Warning: Likely to cost a lot even for a Mac
Xiaomi boss snaps back at Jony Ive's iPhone rival 'theft' swipe
I'll have a handset delivered. Judge us after you try us...
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.