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1080p refresh doubled Apple TV sales in 2012, 2.7M sold so far

post #1 of 33
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The refreshed 1080p Apple TV has doubled sales of the device in the first half of 2012, as Apple Chief Executive Tim Cook revealed on Tuesday that 2.7 million units of the set-top box have been sold already in 2012.

In all of 2011, when the Apple TV did not see an update, the company sold a total of 2.8 million devices in the 12-month span. But the company is easily on pace to beat that, with 2.7 million sold through the first five months of 2012, Cook revealed in an interview at the D10 conference, where AppleInsider is in attendance (live coverage here).

Sales of the Apple TV in 2012 have been bolstered by a minor refresh of the product in March. The new model is based on the same iOS operating system as its predecessor, but sports a single-core A5 CPU that makes it capable of outputting 1080p high-definition video, improving on the 720p maximum output of the previous-generation model.

When the revamped 720p Apple TV was launched in late 2010, Apple reached sales of a million units in its first quarter. While the product has been relatively successful in a niche market, Apple has famously referred to the set-top box as a "hobby."

Speaking at D10 on Tuesday, Cook said that the television is an area of many people's lives that they are not pleased with. When pressed by journalist Walt Mossberg about whether Apple plans to release a full-fledged television set, as it is rumored to do, Cook unsurprisingly declined to talk about future products.

Cook 2


As for the currently available Apple TV box, Cook said that customer response and sales in 2012 have been "incredible" and "off the charts," but suggested the company has future plans in that market.

"We're going to keep pulling the string and see where it takes us," he said.



Visit AppleInsider's D10 archive for more of Cook's comments and ongoing coverage of the conference.
post #2 of 33
Apples charts don't leave room for a mere doubling of sales?
post #3 of 33
Good news for Apple TV!
Has anyone else seen those Samsung smart TV ads where it's apparent Samsung took every rumor for the Apple TV set and put it in their new "smart" tv?
post #4 of 33
Quote:
Originally Posted by blackbook View Post

Good news for Apple TV!
Has anyone else seen those Samsung smart TV ads where it's apparent Samsung took every rumor for the Apple TV set and put it in their new "smart" tv?

Too bad they didn't take the more conceptual rumours like ease of use, fluid, and intuitive.

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post #5 of 33

All i want to see is for 20th Century Fox movies to be part of the iTunes in the Cloud, so purchased movies also includes X-Men First Class and Rise of the Planet of the Apes.

post #6 of 33

According to this site HDTV sales are around 250M a year and slowly growing.  Thing is, unlike phones which cost a few hundred and tend to be replaced every couple years, televisions cost thousands and are replaced maybe once or twice a decade.

 

Anyway, lots of room for sales growth but a tougher nut to crack than phones.

post #7 of 33

Mark me down as 3 bought.  3 ATV 2s sold for $80 apiece, and 3 ATV 3s bought.  $20 for the peace of mind of a faster chip and better antenna is fine with me.

2012 27" iMac i7, 2010 27" iMac i7, 2011 Mac Mini i5
iPad Air, iPad Mini Retina, (2) iPhone 5S, iPod Touch 5
Time Capsule 5, (3) AirPort Express 2, (2) Apple TV 3

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2012 27" iMac i7, 2010 27" iMac i7, 2011 Mac Mini i5
iPad Air, iPad Mini Retina, (2) iPhone 5S, iPod Touch 5
Time Capsule 5, (3) AirPort Express 2, (2) Apple TV 3

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post #8 of 33
Quote:
Originally Posted by thomas040 View Post

All i want to see is for 20th Century Fox movies to be part of the iTunes in the Cloud, so purchased movies also includes X-Men First Class and Rise of the Planet of the Apes.

I think that is one of the strings they are working on. A lot of that delay, same with the missing Warners movies, is that the studios signed exclusive deals with various networks and those deals include all forms of broadcast including digital streaming. And streaming is what happens with iTunes in the cloud if you have an Apple TV. 

 

So either Apple needs to figure out a way to get those movies to not stream until the deals run out or convince the players to excuse that streaming as a contract violation at least for those that bought the movies prior to the start of the deal etc. 

A non tech's thoughts on Apple stuff 

(She's family so I'm a little biased)

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A non tech's thoughts on Apple stuff 

(She's family so I'm a little biased)

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post #9 of 33
Quote:
Originally Posted by blackbook View Post

Good news for Apple TV!
Has anyone else seen those Samsung smart TV ads where it's apparent Samsung took every rumor for the Apple TV set and put it in their new "smart" tv?


Ha, ha, Apple don't even have a product and it is being copied.

post #10 of 33

It sounds to me ("pulling the string") like Apple is going to continue feeling their way in this market, not really sure where the way in is. They are possibly waiting for the Internet to more fully take over media distribution, and which point the cable companies may be revising their business models anyway, giving Apple an "in."

 

If Steve really did have some big insight about TV in his last months, Tim has apparently decided not to follow through with it.

post #11 of 33
Quote:
Originally Posted by Booga View Post

According to this site HDTV sales are around 250M a year and slowly growing.  Thing is, unlike phones which cost a few hundred and tend to be replaced every couple years, televisions cost thousands and are replaced maybe once or twice a decade.

 

Anyway, lots of room for sales growth but a tougher nut to crack than phones.

Wasn't that also the cell phone market before Apple/the whole "Smart Phone" revolution? I remember when I had my original Moto Razor I was set for years and my next phone after that was an iPhone. Now I am hooked on the iPhone until the next revision! lol

post #12 of 33
Quote:
Originally Posted by ascii View Post

 

If Steve really did have some big insight about TV in his last months, Tim has apparently decided not to follow through with it.

 

Or he decided not to tell the world at D10?  Nah...he also didn't just say they were going to double down on secrecy...

post #13 of 33
Quote:
Originally Posted by Feynman View Post

Wasn't that also the cell phone market before Apple/the whole "Smart Phone" revolution? I remember when I had my original Moto Razor I was set for years and my next phone after that was an iPhone. Now I am hooked on the iPhone until the next revision! lol

Cell phone market yes, smartphone market no. Big difference
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post #14 of 33
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Originally Posted by AppleInsider View Post

...Speaking at D10 on Tuesday, Cook said that the television is an area of many people's lives that they are not pleased with...

 

Many people's lives are negatively affected by the complicated TV controls, it seems. I pity those people. They are probably also struggling with washing machines, microwaves, elevators, cars, ATMs, vending machines, not to speak of PCs... Let's hope Apple will put them out of their misery.

post #15 of 33
Quote:
Originally Posted by Booga View Post

According to this site HDTV sales are around 250M a year and slowly growing.  Thing is, unlike phones which cost a few hundred and tend to be replaced every couple years, televisions cost thousands and are replaced maybe once or twice a decade.

 

Anyway, lots of room for sales growth but a tougher nut to crack than phones.

120509_DisplaySearch_Worldwide_TV_Forecast_by_Technology.png

 

 

The red line on this chart says nearly everything about the TV market that Apple needs to see.  Growth isn't increasing like with phones but cratered.  The increase in the developing world (with slim margins) was more than offset by decreases in the developed world (where Apple dominates).

 

What is the core technology for HDTVs?  Find a reasonable answer to that and you might have reasonable insight into Apple's TV strategy.

post #16 of 33
Quote:
Originally Posted by nht View Post
What is the core technology for HDTVs?  Find a reasonable answer to that and you might have reasonable insight into Apple's TV strategy.

 

Apple knows.

Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already fucked.

 

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Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already fucked.

 

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post #17 of 33
Quote:
Originally Posted by blackbook View Post

Good news for Apple TV!
Has anyone else seen those Samsung smart TV ads where it's apparent Samsung took every rumor for the Apple TV set and put it in their new "smart" tv?

Yea ok, Samsung was able to implement all those ideas overnight. Apple isn't the only company with good ideas.
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"Just because something is deemed the law doesn't make it just" - SolipsismX
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"Few things are harder to put up with than the annoyance of a good example" Mark Twain
"Just because something is deemed the law doesn't make it just" - SolipsismX
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post #18 of 33
Quote:
Originally Posted by dasanman69 View Post
Yea ok, Samsung was able to implement all those ideas overnight. Apple isn't the only company with good ideas.

 

Is there doubt Samsung implemented them in response to the rumors of an Apple television?

Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already fucked.

 

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Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already fucked.

 

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post #19 of 33
Quote:
Originally Posted by Tallest Skil View Post

 

Is there doubt Samsung implemented them in response to the rumors of an Apple television?

Is there proof the rumors did not originate from Samsung?

post #20 of 33
Quote:
Originally Posted by Tallest Skil View Post

Is there doubt Samsung implemented them in response to the rumors of an Apple television?

Plenty but I can only speak for myself. Samsung implemented technology that's already in use with devices such as the Kinect.
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"Just because something is deemed the law doesn't make it just" - SolipsismX
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"Few things are harder to put up with than the annoyance of a good example" Mark Twain
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post #21 of 33
Quote:
Originally Posted by DrDoppio View Post
Is there proof the rumors did not originate from Samsung?

 

Ooh. I like that. Out of box thinking. Good for the Samsung stock price, at least, being able to respond to a "threat" from a "competitor" so "quickly".

Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already fucked.

 

Reply

Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already fucked.

 

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post #22 of 33
Quote:
Originally Posted by DrDoppio View Post

Is there proof the rumors did not originate from Samsung?

Or that people changed the rumor from "I heard Samsung is gonna make a TV with so and so" to "I heard Apple is gonna make a TV with so and so"
"Few things are harder to put up with than the annoyance of a good example" Mark Twain
"Just because something is deemed the law doesn't make it just" - SolipsismX
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"Few things are harder to put up with than the annoyance of a good example" Mark Twain
"Just because something is deemed the law doesn't make it just" - SolipsismX
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post #23 of 33
Quote:
Originally Posted by dasanman69 View Post


Or that people changed the rumor from "I heard Samsung is gonna make a TV with so and so" to "I heard Apple is gonna make a TV with so and so"

 

In any case, Apple cannot be given credit for rumors, and Samsung should not be denied credit for real products.

 

Real artists ship.

post #24 of 33

Just picked up a nice 47-inch Panasonic and a 1080p Apple TV.

 

When the Apple screen ships, the Pany goes into the bedroom.

post #25 of 33
Quote:
Originally Posted by blackbook View Post

Good news for Apple TV!
Has anyone else seen those Samsung smart TV ads where it's apparent Samsung took every rumor for the Apple TV set and put it in their new "smart" tv?

I've seen a few Samsung TV ads lately, and I really didn't think anything of it, nothing in their TV ads told me they were "inspired" by Apple. The designs I've seen on display lately do look very nice, and don't strike as using Apple's styling, which is different from Samsung's use of Apple design language on their mobile products.

I haven't tried the controls on their new ones though, which I hope they fixed. Something as simple as source selection on my two year old Samsung is stupid, I need to press cancel to clear the source select screen. I've not found a setting that would make it go away by itself.

Quote:
Originally Posted by Tallest Skil View Post

Ooh. I like that. Out of box thinking. Good for the Samsung stock price, at least, being able to respond to a "threat" from a "competitor" so "quickly".

The only problem with that is Apple television rumors have been around for quite some time, maybe six years now.
Edited by JeffDM - 5/30/12 at 2:44pm
post #26 of 33
Quote:
Originally Posted by ascii View Post

It sounds to me ("pulling the string") like Apple is going to continue feeling their way in this market, not really sure where the way in is. They are possibly waiting for the Internet to more fully take over media distribution, and which point the cable companies may be revising their business models anyway, giving Apple an "in."

If Steve really did have some big insight about TV in his last months, Tim has apparently decided not to follow through with it.

I think based on the biography, there's little doubt Apple has a good handle on the software UI and hardware, what I think is causing a delay (if there even is any delay and not just waiting for proper time) it could be the grasp on the content end. Many companies want nothing to do with providing content for Apple. It doesn't work if there's nothing to watch. Then it's just an ATV on steroids.
post #27 of 33
Quote:
Originally Posted by dasanman69 View Post


Cell phone market yes, smartphone market no. Big difference

Hence why I said cell phone market before the whole Apple/smartphone market :)

post #28 of 33
Quote:
Originally Posted by Feynman View Post

Hence why I said cell phone market before the whole Apple/smartphone market 1smile.gif

The iPhone was a vast improvement over feature phones most people had back then. It was easy to toss a RAZR in favor of a iPhone. Not sure people will do that for a Apple TV set.
"Few things are harder to put up with than the annoyance of a good example" Mark Twain
"Just because something is deemed the law doesn't make it just" - SolipsismX
Reply
"Few things are harder to put up with than the annoyance of a good example" Mark Twain
"Just because something is deemed the law doesn't make it just" - SolipsismX
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post #29 of 33

An "insanely great" TV, a smart, IOS driven, beautiful set will be a shift in the dumb blackbox TV paradigm (the "stupid box"), same as Mac meant for computers, iPhone for mobile phones, iPad for mobile computing. Common factor here? Good design, and OSX/iOS behind all them. So, anything happening now with TV sales is just a reference of how great the impact will be.

Soon after its launch, you will have an army of IOS programmers inventing uses of the old TV that were never seen before.

post #30 of 33
Quote:
Originally Posted by mieswall View Post

Soon after its launch, you will have an army of IOS programmers inventing uses of the old TV that were never seen before.

 

We already have that capability. Anything on iOS is viewable on the Apple TV. Why does it need a dedicated box to do that? Why does it need to be integrated into a TV when you're doing all the controlling from your iOS device?

Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already fucked.

 

Reply

Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already fucked.

 

Reply
post #31 of 33

What can I say, can't live without my AppleTV now. The limiting factor outside the US is broadband speeds and quota though, you need around 10mbit/sec down minimum for the best AppleTV experience.
 

post #32 of 33

The trick is definitely the content delivery.  If there's anything broken about the current TV experience, it's not the TV hardware at all.  It's the bleeding cable companies, their monopoly channel bundling and their horrific set top boxes; and the content providers with their ridiculously overwrought scheduling to intentionally hide the few gems of entertainment in the wasteland of dross.

 

Of course the content providers don't want to play with Apple, and they are probably contractually obligated to provide service in a certain way to the cablecos.  OTOH if Apple can drive a wedge down the middle of them all and browbeat one half of them with the other half, I for one will sit by watching, eating popcorn, with an expression of unadulterated joy on my face.

 

I don't even care if it's Apple that does it, although Apple seems the company best-positioned to do so.

post #33 of 33

This got overlooked, at least by any of the sources I typically follow. Samsung's ditching the box altogether for DirectTV services, which will be natively supported on all Samsung smart tv's beginning this year.

http://s.netshelter.net/ab3013d0f

 

 I had never heard of the RVU Alliance before today, with Verizon, Samsung, DirectTV, and Broadcomm as founders.

http://www.rvualliance.org/resources/faq##2

 

 

"The published aims of the RVU Alliance are to expand the use of the RVU Protocol to enable users to:

  • Receive the same experience at every TV through the same look and feel
  • Provide access to high-definition programming from any TV in the home
  • Record and playback high-definition programming from any TV in the home
  • Access to personal media content (e.g., videos and photos) from any TV in the home
  • Interact with weather, enhanced sports, and other interactive applications from any TV in the home
  • Access content available on more devices (including personal media players and PCs)

It looks as tho there's an industry-wide effort to simplify the TV viewing and media sharing experience. With or without Apple's rumored entry into the standalone TV market things are going to change and relatively fast apparently. After reading about RVU I've realized that my FIOS service is already making use of some of the standards. Streaming media wirelessly from our computers to the HDTV is pretty darn easy and straightforward.


Edited by Gatorguy - 6/2/12 at 5:26am
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