Apple TV units were up 34% year over year for Apple’s second fiscal quarter of 2010 — but, sorry Apple TV fans, it’s still classified as a “hobby” by Apple.
In speaking with the press and analysts, Apple Chief Operating Officer Tim Cook said that the Apple TV’s niche simply isn’t comparable to the big computer, MP3 player and smartphone markets in which the Mac, iPod and iPhone compete. That said, it’s still doing well relative to its size, he added.
On a brighter note, “a number of us love the Apple TV and use the product, and believe there’s something there,” Cook added.