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. I have reason to be mildly bummed that it’s so popular. I’m not the type who pre-orders, so I figured I’d pick one up when it came out. Har har, laugh’s on me. Guess I’ll have to wait a month.

    I hope this doesn’t turn out like the fun I had trying to buy a f***ing Wii for my wife back when that came out.

    ——RM

  2. I have reason to be mildly bummed that it’s so popular. I’m not the type who pre-orders, so I figured I’d pick one up when it came out. Har har, laugh’s on me. Guess I’ll have to wait a month.

    I hope this doesn’t turn out like the fun I had trying to buy a f***ing Wii for my wife back when that came out.

    ——RM

  3. The new TV is both faster and more dependable than the previous incarnation. It streams remarkably well– much better than the older model — and it runs so much cooler (no more bisquit baking in my stereo cabinet…). I miss some of my screen saver options though. Overall, I am very happy that I got this new unit.

    For people outside the Apple universe, Roku has a lot of appeal. But if you have a Mac, iPhone, etc., the TV is the way to go for integration.

  4. The new TV is both faster and more dependable than the previous incarnation. It streams remarkably well– much better than the older model — and it runs so much cooler (no more bisquit baking in my stereo cabinet…). I miss some of my screen saver options though. Overall, I am very happy that I got this new unit.

    For people outside the Apple universe, Roku has a lot of appeal. But if you have a Mac, iPhone, etc., the TV is the way to go for integration.

  5. There are a lot of people with iPads, iPhone, and iPod touches… and iTunes users in general. This appeals to them, especially once airplay (fully) kicks in.

    The old one was worth it for me as a great iTunes/iLife media bridge. For $99 (and no more scorching heat), this is a no brainer for a lot of people. I know several people who just bought their 1st aTV. One said the nearby Apple store was sold out when he went.

    Bottom line, clearly it will sell more than the previous. 1M unit per quarter is probably a low estimate… but that’s pretty good for a hobby.

  6. There are a lot of people with iPads, iPhone, and iPod touches… and iTunes users in general. This appeals to them, especially once airplay (fully) kicks in.

    The old one was worth it for me as a great iTunes/iLife media bridge. For $99 (and no more scorching heat), this is a no brainer for a lot of people. I know several people who just bought their 1st aTV. One said the nearby Apple store was sold out when he went.

    Bottom line, clearly it will sell more than the previous. 1M unit per quarter is probably a low estimate… but that’s pretty good for a hobby.

  7. “Apple TV, betcha can’t have just one” @ $99. I got one already but now I need them for at least two other rooms. Lots of people like me so Apple can count on lots of multiple ATV sales from a single household. That price makes it much more doable.

  8. “Apple TV, betcha can’t have just one” @ $99. I got one already but now I need them for at least two other rooms. Lots of people like me so Apple can count on lots of multiple ATV sales from a single household. That price makes it much more doable.

  9. Hooked mine up this past weekend.

    Initial observations:

    Simple setup as expected. Works well with no issues during streaming but my DSL connection sometimes made me wait longer than I’d like for content such as YouTube to begin playing. I’d like to see a refreshed interface, especially for music and photos. Lots of wasted screen real estate. I’d like to be able to choose different view options for music, sort by date added, etc. Playlists are alphabetical and don’t show in folders like in iTunes.

    Photo slideshows take a LONG time to begin if you’re linking to a large library (disadvantage of no internal HD). I have over 13,000 and it presented numerous problems. Couldn’t navigate to each individual folder in my Pictures folder and the tv incorrectly showed photos from another folder than the one I had selected. Repeated error many times in my trials. Default slideshow selections are lame — animals or flowers, seriously?!

    My HDMI connection was dropped several times and my Sony tv would display a message saying no device was connected to the HDMI input I was using. May be a tv setting. Still looking into it.

    Might look into Netflix but doubt I’ll rent movies for $3.99-$5.99 when I can get them at the Blockbuster kiosk for .99.

    I think tv holds more potential when Apple adds an App Store and we get AirPlay in Nov. Currently, I’d give it 6.5 out of 10 and I love Apple products.

    Anyone else having issues like I described?

  10. Hooked mine up this past weekend.

    Initial observations:

    Simple setup as expected. Works well with no issues during streaming but my DSL connection sometimes made me wait longer than I’d like for content such as YouTube to begin playing. I’d like to see a refreshed interface, especially for music and photos. Lots of wasted screen real estate. I’d like to be able to choose different view options for music, sort by date added, etc. Playlists are alphabetical and don’t show in folders like in iTunes.

    Photo slideshows take a LONG time to begin if you’re linking to a large library (disadvantage of no internal HD). I have over 13,000 and it presented numerous problems. Couldn’t navigate to each individual folder in my Pictures folder and the tv incorrectly showed photos from another folder than the one I had selected. Repeated error many times in my trials. Default slideshow selections are lame — animals or flowers, seriously?!

    My HDMI connection was dropped several times and my Sony tv would display a message saying no device was connected to the HDMI input I was using. May be a tv setting. Still looking into it.

    Might look into Netflix but doubt I’ll rent movies for $3.99-$5.99 when I can get them at the Blockbuster kiosk for .99.

    I think tv holds more potential when Apple adds an App Store and we get AirPlay in Nov. Currently, I’d give it 6.5 out of 10 and I love Apple products.

    Anyone else having issues like I described?

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