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Cook: Apple sold over 6M Apple TVs in 2012, 13M since launch

post #1 of 69
Thread Starter 
In an interview at the D11 conference on Tuesday, Apple CEO Tim Cook revealed that the company has sold over 13 million Apple TVs to date, nearly half of which were sold last year alone.

Tim Cook
Apple CEO Tim Cook at the D11 conference. | Source: AllThingsD


Speaking with AllThingsD's Walt Mossberg and Kara Swisher, Cook noted that Apple was selling only "a few hundred thousand" Apple TVs per year when it first launched, but added that sales have recently jumped exponentially to roughly 6 million in the 2012 calendar year.

"That business has found many many more customers," Cook said. "I think it's been great both for customers and very good from a learning point of view for Apple. I think many of us would agree that there's lots of things about the TV experience that can be better. We answered some of those, not all of those."

When pressed further about his previous comments on a possible Apple-branded standalone television or other device, Cook expectedly declined to go into detail. He did reiterate that TV is "a great area of interest for [Apple]," and noted the relationships created from working on Apple TV have offered perspective on the industry.

Tim Cook


"And the popularity has been larger than we thought," Cook said. "We're not marketing it like we do our other products. So it's encouraging."

Not much was discussed in the way of future plans, or even possible deals with content owners, but the executive did reiterate his belief that the current television experience leaves much to be desired.

In an effort to pry some color on Apple's TV plans from Cook, Swisher took a final stab by questioning the solidity of Apple's vision for the TV moving forward.

"There is a grand vision," Cook replied.
post #2 of 69
Finally, some real AppleTV numbers.
post #3 of 69
Not bad for a "hobby" that has near zero marketing, and is not widely understood. Also, this is all I needed to hear:

"It's not an experience that has been brought up to this decade, Cook said.
I don't want to go any further on this because I don't want to give anybody any ideas.
There is a very grand vision."

Cook has stated several times now that Apple is working on "game-changing" things, which is pretty damn exciting.
post #4 of 69
Quote:
Originally Posted by AppleInsider View Post

"I think it's been great both for customers and very good from a learning point of view for Apple."

 

I think its great for customers too. Thanks to both the AppleTV and Airplay, I severed ties with my cable company. Can't beat that.

post #5 of 69
Apple TV is the best av tool since the DVD and more. I look forward to see what the next generation brings.
post #6 of 69
It would be interesting to understand why they don't market it. I was in the Apple store yesterday and there was just one in the corner with a TV on a table. People who have it really like it and it ties you more into the Apple ecosystem. What about a few commercials or a better demo in the stores? What about a promotion where it is $50 with purchase of select other Apple products? My only possible guess is that they don't want too many messages out there or perhaps they want to do big marketing when the have their bigger solution and don't want to confuse the market by overly defining Apple TV now.
post #7 of 69
I'm surprised they haven't started competing with Sonos. Among other reasons wireless speakers are a product many people would buy more than one of. Airplay begs for it. So what's the obstacle?
Emailing video from iPhone to Apple TV , sort of..
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Emailing video from iPhone to Apple TV , sort of..
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post #8 of 69
Quote:
Originally Posted by jhart376 View Post

It would be interesting to understand why they don't market it. 

 

For the longest time, I didn't even know what the thing did 1smile.gif

post #9 of 69
Quote:
Originally Posted by gscottnelson View Post

Apple TV is the best av tool since the DVD and more. I look forward to see what the next generation brings.
Hopefully more codecs. I like it, but the sparse video codec support is a sore point for me.
post #10 of 69
Quote:
Originally Posted by gordy View Post

Hopefully more codecs. I like it, but the sparse video codec support is a sore point for me.


Hoping for something 4K soon.
post #11 of 69
Quote:
Originally Posted by jhart376 View Post

It would be interesting to understand why they don't market it. I was in the Apple store yesterday and there was just one in the corner with a TV on a table. People who have it really like it and it ties you more into the Apple ecosystem. What about a few commercials or a better demo in the stores? What about a promotion where it is $50 with purchase of select other Apple products? My only possible guess is that they don't want too many messages out there or perhaps they want to do big marketing when the have their bigger solution and don't want to confuse the market by overly defining Apple TV now.

 

I think you answered your own question. I think Apple realizes Apple TV is not the full solution yet, and missing some critical pieces. It's not "great" enough- not yet, anyway. Apple feels fine about having it around and incrementally making it better, but it doesn't yet deserve the attention that a full marketing campaign would bring. This is not entirely shocking- I would actually surprised if Apple pushed it heavily as it is now- it just doesn't seem like something that's in the DNA of the company. It's a versatile product, but not one which can be clearly defined yet for most people. I think most would agree its a fantastic value and insanely useful for anyone with other Apple products, but clearly Apple believes it hasn't begun to reach its full potential yet, and I respect that outlook. A lesser company would push it like any of their other products. Apple looks at the much bigger picture. 

post #12 of 69

I love my Apple TV but it's starting to act up. I think the hard drive might be starting to go on it. My dad loves his too, but he has trouble getting his to talk to iTunes 11. I just finally updated to iTunes 11 and my Apple TV isn't even showing up any more as a Device. :(

 

My dad and I would both like to see Apple come out with a new version of the original. I like being able to load it up with my movies, music, photos, etc. and then being able to watch them whenever I want without having to remember to go turn on the iMac and start up iTunes. 

 

Maybe an Apple TV Pro? Mash-up between Apple TV and NAT storage? 

post #13 of 69
Quote:
Originally Posted by AppleInsider 

With the lack of insight, Swisher asked if Apple had a definitive television strategy going forward.

"There is a grand vision," he said.

There's just no way around it. The only way Apple can ever give your living room the perfect seamless experience is if they completely control that experience. And the only way that's possible for them is if they provide an all-in-one turn key solution. Yes, it's taking longer than I ever thought it would, but this is ultimately living room destiny for Apple. Ladies and gentlemen, iTV.

I'm genuinely more excited for iTV than I was for the iPad, and that's the best product I've ever owned.
Edited by Ireland - 5/28/13 at 7:10pm
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #14 of 69

I bought an Apple TV (third gen) in 2012. But I sold it when the Roku 3 came out mainly because the ATV was confining as far as third-party content is concerned and I couldn't access Amazon Prime Instant Videos. My Roku 3 does everything my Apple TV does and more (I can access pretty much the entire library of Time Warner Cable HD content using the TWC app, so I don't even need a cable box in our bedroom).

post #15 of 69
I have decided the next generation will probably be the one in our house(whether or not it has a screen) As for the features in it are enough to improve are TV experience on price amounts, I hope however it is a major upgrade(only seen once since its debut). I have came up with 10 reasons in 10 hours for the Apple TV.
post #16 of 69
Quote:
Originally Posted by jhart376 View Post

It would be interesting to understand why they don't market it.

Because they haven't played their hand yet. I think their PR management of the Apple TV has been one of Steve Jobs greatest achievements. And the fact that they don't marketed it outside of its own website says a lot for just how great a company Apple is.
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #17 of 69

I went into Radio Shack the other day because I wanted to be able to hook up my iPad to flat screen TVs in various meeting rooms. For a 6' HDMI cable and the adapter for iPad to HDMI it ran about $50 each. For that I can buy an ATV and not be physically wired to the TV. 

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post #18 of 69
Quote:
Originally Posted by walshbj View Post

I'm surprised they haven't started competing with Sonos. Among other reasons wireless speakers are a product many people would buy more than one of. Airplay begs for it. So what's the obstacle?

'Focus'
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #19 of 69
Quote:
Originally Posted by Slurpy View Post

I think you answered your own question. I think Apple realizes Apple TV is not the full solution yet, and missing some critical pieces. It's not "great" enough- not yet, anyway. Apple feels fine about having it around and incrementally making it better, but it doesn't yet deserve the attention that a full marketing campaign would bring. This is not entirely shocking- I would actually surprised if Apple pushed it heavily as it is now- it just doesn't seem like something that's in the DNA of the company. It's a versatile product, but not one which can be clearly defined yet for most people. I think most would agree its a fantastic value and insanely useful for anyone with other Apple products, but clearly Apple believes it hasn't begun to reach its full potential yet, and I respect that outlook. A lesser company would push it like any of their other products. Apple looks at the much bigger picture. 

Please use the word culture, not DNA. That's all RDF. It's called company culture, thinking, philosophy, not DNA.
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #20 of 69
Quote:
Originally Posted by Macky the Macky View Post

I went into Radio Shack the other day because I wanted to be able to hook up my iPad to flat screen TVs in various meeting rooms. For a 6' HDMI cable and the adapter for iPad to HDMI it ran about $50 each. For that I can buy an ATV and not be physically wired to the TV. 

$50 for a 6' HDMI cable? 1eek.gif

You should check out Monoprice.com if you're in the US.

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post #21 of 69
Quote:
Originally Posted by BrianCPA View Post

I think its great for customers too. Thanks to both the AppleTV and Airplay, I severed ties with my cable company. Can't beat that.

Same here, home to three Apple TVs. We only have FiOS internet ... that's it. We watch Netflix and Apple TV ... we enjoyed TV more that we ever have and don't miss regular TV one scrap, especially the ads and news.
Enjoying the new Mac Pro ... it's smokin'
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Enjoying the new Mac Pro ... it's smokin'
Been using Apple since Apple ][ - Long on AAPL so biased
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post #22 of 69
Quote:
Originally Posted by Mazda 3s View Post

I bought an Apple TV (third gen) in 2012. But I sold it when the Roku 3 came out mainly because the ATV was confining as far as third-party content is concerned and I couldn't access Amazon Prime Instant Videos. My Roku 3 does everything my Apple TV does and more (I can access pretty much the entire library of Time Warner Cable HD content using the TWC app, so I don't even need a cable box in our bedroom).

You can't change the DNS on the Roku. No sale!
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #23 of 69
Quote:
Originally Posted by Ireland View Post


You can't change the DNS on the Roku. No sale!

Not an issue for me (I have absolutely no reason to chance the DNS), but to each his own 1biggrin.gif

post #24 of 69
Quote:
Originally Posted by Mazda 3s View Post

My Roku 3 does everything my Apple TV does and more ....

Really? Including your iTunes content, iTunes Match, and iPhoto?

post #25 of 69
Quote:
Originally Posted by Ireland View Post

Please use the word culture, not DNA. That's all RDF. It's called company culture, thinking, philosophy, not DNA.

http://hbr.org/2009/12/the-innovators-dna

post #26 of 69
Quote:
Originally Posted by Atashi View Post

I love my Apple TV but it's starting to act up. I think the hard drive might be starting to go on it.

 

AppleTV hasn't got a hard drive. It's turtles all the way down.

post #27 of 69
Quote:
Originally Posted by anantksundaram View Post

Really? Including your iTunes content, iTunes Match, and iPhoto?

 

I don't use iTunes Match

All of my music is in MP3 format, and the Roku 3 scans my iTunes folder to get music

I use iPhoto, but only to view pictures from my iPhone on my MacBook Pro. I have no reason to look at pictures on my bedroom TV.

 

However, I should have stipulated that it does everything that "I" used my Apple TV for (streaming movies/music from my MacBook Pro) and more. An added bonus is being able to play sound through the Roku 3 remote using headphones so that I can watch TV/movies late at night without disturbing my wife. That alone is worth its weight in gold.


Edited by Mazda 3s - 5/28/13 at 7:59pm
post #28 of 69
Originally Posted by chabig View Post
AppleTV hasn't got a hard drive. It's turtles all the way down.

 

He has a first-gen.

 

It never should have dropped the hard drive.

Originally posted by Relic

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Originally posted by Relic

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post #29 of 69
Quote:
Originally Posted by Tallest Skil View Post

He has a first-gen.

It never should have dropped the hard drive.

That's a feature I'm glad they dropped. It was confusing for people to be able to sync their content to their Apple TV or stream. With 802.11n is decent for HD video but with 802.11ac dropping this year with Apple (educated guess) we'll see 802.11ac get very popular from other vendors after that happens.

The one thing I wished they didn't get rid of is the ability to connect to a computer via the Apple TV with Home Sharing. Instead you seemingly can only connect by inputting your Apple ID and password which gives full access to the entire library, whether you want to or not.

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post #30 of 69
Quote:
Originally Posted by jhart376 View Post

It would be interesting to understand why they don't market it.

Because it's basically handicapped as a standalone device. It's dependent on the user having another iDevice to reach it's full potential.
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post #31 of 69
Originally Posted by SolipsismX View Post
That's a feature I'm glad they dropped. It was confusing for people to be able to sync their content to their Apple TV or stream.

 

What's confusing is why I can't attach an iTunes Library to the network and stream directly from an AirPort device instead of being forced to have a computer turned on and iTunes open. What's confusing is splitting up the store into three icons and compressing your actual library into one.

Originally posted by Relic

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Originally posted by Relic

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post #32 of 69
Quote:
Originally Posted by SolipsismX View Post

The one thing I wished they didn't get rid of is the ability to connect to a computer via the Apple TV with Home Sharing. Instead you seemingly can only connect by inputting your Apple ID and password which gives full access to the entire library, whether you want to or not.

Is not having that option anymore the reason why people jailbreak their ATV's and install XBMC?
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post #33 of 69
Quote:
Originally Posted by dasanman69 View Post


Is not having that option anymore the reason why people jailbreak their ATV's and install XBMC?

 

I don't believe the ATV3 has a jailbreak yet IIRC.

post #34 of 69
Quote:
Originally Posted by walshbj View Post

I'm surprised they haven't started competing with Sonos. Among other reasons wireless speakers are a product many people would buy more than one of. Airplay begs for it. So what's the obstacle?

Remember the HiFi? No? Apple want you to keep it that way.
post #35 of 69
Quote:
Originally Posted by Tallest Skil View Post

He has a first-gen.

It never should have dropped the hard drive.

Glad they dropped it cause I'd need a 4TB by now.

A TV version of AppleTV has got to be waiting on content owners much the same way music and book publisher were the key. I still hope they do an external version cause I can't convert to <65".
post #36 of 69
Originally Posted by ChristophB View Post
…cause I can't convert to <65".

 

That's one of the many reasons they shouldn't waste time, money, and effort making a television.

Originally posted by Relic

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Originally posted by Relic

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post #37 of 69
I just hope this comings WWDC they announce a SDK FOR APPLE TV .
post #38 of 69
Quote:
Originally Posted by Tallest Skil View Post

He has a first-gen.

It never should have dropped the hard drive.

Actually I'd rather see an Apple TV with a Thunderbolt port. Then we would have an option of a single disk or a disk array. I'm really hoping that when Apple teamed up with Intel they got the right to make their own TB silicon. Either that or they switch to an Intel processor but I can't see that happening again.
post #39 of 69
Quote:
Originally Posted by jhart376 View Post

It would be interesting to understand why they don't market it. I was in the Apple store yesterday and there was just one in the corner with a TV on a table. People who have it really like it and it ties you more into the Apple ecosystem. What about a few commercials or a better demo in the stores? What about a promotion where it is $50 with purchase of select other Apple products? My only possible guess is that they don't want too many messages out there or perhaps they want to do big marketing when the have their bigger solution and don't want to confuse the market by overly defining Apple TV now.

 

I think they don't market it, because the ATV they really have in mind will have a different feature set. So until this new ATV comes out, they won't market the old one, as they don't want to put off customers who bought the current ATV.

post #40 of 69

Yea appletv could be made better in so many easy ways, but when was it upgraded lastly? I mean even the software...
 

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