Apple CEO Tim Cook, speaking at yesterday's Goldman Sachs Technology Conference, carefully negotiated his way around Apple TV and the company's interest in the television space. Cook said the company has sold 3 million Apple TV connected devices, included 1.4 million in the most recent quarter, its biggest sales quarter ever.
"It's clearly ramping, but the reality, the reason we call it a hobby, we don't want to send a message to our shareholders that we think the market for it is the size of our other businesses."
Apple, Cook said, "doesn't do hobbies as a general rule. We believe in focus and only working on a few things." But Apple TV has shown some legs, he said, and it's a product--and a segment--the company remains intrigued by. "Despite the barriers in that market, for those of us who use it, we've always thought there was something there," Cook said. "If we kept following our intuition and kept pulling the string, we might find something that was larger. For those people that have it right now, the customer satisfaction is off the chart. We need something that could go more main-market for it to be a serious category."