Hobby turns hit: Apple TV on pace to sell 1 million units per quarter

Apple Online Store“Apple (AAPL) seems to have a modest hit on its hands with the new Apple TV box,” Eric Savitz reports for Barron’s.

MacDailyNews Take: That “box” is so tiny, it’s more like a “puck.” (Plus, it’s snappy compared to our old Apple TV units!)

Savitz reports, “JMP Research analyst Alex Gauna writes this morning that the device is selling out in many of the company’s U.S. retail stores. The analyst reports that checks find that ‘the new Apple TV product has continued to sell out in Apple stores across the nation after its launch last week.'”

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“Gauna believes Apple TV is selling at a pace at least one quarter to one third that of the iPad, or at least 1 million units a quarter,” Savitz reports. “He says the $99 price point ‘is resonating with consumers.'”

Full article here.

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

54 Comments

  1. Consumers are wising up now to the bullshit half assed technology they have been saddled with for years…

    Apple products are trouble free simple a joy to use and have the best product and tech support, not to mention advances and ground breaking integration and uses.

    Apple is boss.

  2. Consumers are wising up now to the bullshit half assed technology they have been saddled with for years…

    Apple products are trouble free simple a joy to use and have the best product and tech support, not to mention advances and ground breaking integration and uses.

    Apple is boss.

  3. The size, $99 price point plus apps potential is what is going to set it apart from Google TV – besides the fact that it will require no more brain power than to just be able to pug and play. Google TV sounds confusing and jumbled. Steve Jobs said Apple listened to its customers. They wanted something simpler, smaller and cheaper. Is it any wonder they went with the puck design? Next to a black plasma or lcd tv, you won’t even be able to see it. I plan on mounting it to the back of my tv. Once again, whether true or not, Google looks like the follower on the tv front.

  4. The size, $99 price point plus apps potential is what is going to set it apart from Google TV – besides the fact that it will require no more brain power than to just be able to pug and play. Google TV sounds confusing and jumbled. Steve Jobs said Apple listened to its customers. They wanted something simpler, smaller and cheaper. Is it any wonder they went with the puck design? Next to a black plasma or lcd tv, you won’t even be able to see it. I plan on mounting it to the back of my tv. Once again, whether true or not, Google looks like the follower on the tv front.

  5. For the first time, an Apple TV is quite appealing, and I’m strongly considering buying one myself. I am heartened that Apple finally recognizes that ATV is meant for Christmas sales and moved its product refresh cycle from January(!), which was possibly the worst time of year for this product.

    That said. I remember the Apple TV 1.0 and Apple TV Take 2 as having big bumps in sales during their first quarter too, but those bubbles burst in the second quarter after release. Therefore, I’m cautious about calling it a hit just yet.

  6. For the first time, an Apple TV is quite appealing, and I’m strongly considering buying one myself. I am heartened that Apple finally recognizes that ATV is meant for Christmas sales and moved its product refresh cycle from January(!), which was possibly the worst time of year for this product.

    That said. I remember the Apple TV 1.0 and Apple TV Take 2 as having big bumps in sales during their first quarter too, but those bubbles burst in the second quarter after release. Therefore, I’m cautious about calling it a hit just yet.

  7. To me the pricing is key. If you take iSuppli’s BOMs estimate at $64, then typically Apple would have priced it at about double to get their usual margin. That means pricing would normally be $129, but lowering the price to $99 helps psychologically. It’s like the Kindle. When that thing came out, I always said it needed to be $99 for it to be a hit, and free for those who buy a dozen books a year for 2 years or something like that.

  8. To me the pricing is key. If you take iSuppli’s BOMs estimate at $64, then typically Apple would have priced it at about double to get their usual margin. That means pricing would normally be $129, but lowering the price to $99 helps psychologically. It’s like the Kindle. When that thing came out, I always said it needed to be $99 for it to be a hit, and free for those who buy a dozen books a year for 2 years or something like that.

  9. Who ever wants to get a ATV better get it now before iOS 4.2 comes out or else your going to have to wait a bit until Apple ramps up production. When 4.2 comes out, Steve is going to show his cards on what the new ATV can do. It will be a game changer and it will leave Google TV in the dust.

  10. Who ever wants to get a ATV better get it now before iOS 4.2 comes out or else your going to have to wait a bit until Apple ramps up production. When 4.2 comes out, Steve is going to show his cards on what the new ATV can do. It will be a game changer and it will leave Google TV in the dust.

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