Apple TV is no longer just a "hobby" for Apple. Tim Cook confirms that 20 million Apple TV boxes have been sold to date. Rumors about an App Store, a game console and Siri voice control persist.

20 million Apple TVs sold
Since the introduction of Apple TV in 2010, 20 million black boxes have been sold. This is significantly more than the closest competitor Roku, which has sold a total of 8 million streaming boxes.

Apple reported 13 million Apple TV sales in March 2013, which suggests that they are currently selling 7 million per year. Apple no longer calls the small Airplay-enabled box a hobby, a label introduced by Steve Jobs before he died.

- ”It didn't feel right referring to something that makes $1 billion as a hobby," said Tim Cook, Apple CEO.


Apps, Games & Siri rumors
Rumors about a new version of the Apple TV continue to swirl. It has been reported that Apple will introduce an App Store and focus on gaming. 9to5mac is also reporting that there are references to Siri voice control for Apple TV in iOS 7.1.

Several people have chimed in regarding the launch date for a new Apple TV, suggesting that it would launch in late 2013 or spring 2014, but that obviously did not happen. Rumors are now pointing to a launch in the “first half of 2014”.