Apple Sold 20 Million Apple TVs, Which Are Now Far From A Hobby

The Apple TV continues to gain traction despite little effort from Apple. On today’s financial earnings call, Apple CEO Tim Cook revealed that Apple has sold 20 million Apple TV boxes. By the end of 2013, the company had sold approximately 10 million Apple TV units. The product is clearly on-pace for a killer year even with new offerings from Amazon and Roku.

“I’m feeling good about this business and where it could go,” Tim Cook said, further revealing that the company stopped calling the product segment a hobby once it pulled in $1 billion in revenue in 2013. “It didn’t feel right to me to refer to something that brought in a billion dollars as a ‘hobby,’” he said.

“We’ve got a pretty large installed base there,” Cook said, speaking to competitors. He feels the Apple TV stands “extremely favorable” against other streaming devices like the new Amazon Fire TV.

Cook failed to go into future plans in the space. He didn’t reveal any upcoming Apple TV features or partnerships. But with this sort of traction, why change course?