“Apple’s market-leading Apple TV continues to achieve moderate success, selling roughly 500,000 units per quarter as the 2011 holiday shopping season approaches,” Kasper Jade reports for AppleInsider.

“The latest update to Apple’s $99 streaming media box arrived last fall and within just a few months went on to sell a million units,” Jade reports. “Since then, Apple has provided no update on sales of the device, but Concord Securities analyst Ming-Chi Kuo tells AppleInsider that his industry checks indicate the company shipped 480,000 units during the second calendar quarter of the year, representing more than 70% year-over-year growth.”

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Jade reports, “Although Apple continues to see Internet television devices as a nascent category, frequently referring to the Apple TV as a ‘hobby,’ when sales of the device are pit against its peers, the Apple TV appears to be a runaway success… Looking ahead to the second half of the year, Kuo said his industry checks have turned up no evidence that Apple plans push a hardware revision to the Apple TV into production during the third quarter. Instead, the Cupertino-based company will reportedly take a more measured approach to advancing the platform in 2011, relying instead on an Apple TV Software Update this fall that will allow devices such as the iPad 2 and upcoming iPhone 5 to beam their content to the big-screen.”

Much more in the full article here.

[Thanks to MacDailyNews Reader "Fred Mertz" for the heads up.]