Apple executives seem to have a thing for referring to the Apple TV as nothing more than an interesting hobby. That little hobby, however, seems to be attracting more and more users with each passing quarter.
During Apple's 2012 holiday quarter, for example, the company sold more than 2 million Apple TV units, representing a nearly 43% sales increase compared to the 2011 holiday quarter. Cumulatively, Tim Cook revealed during this year's All Things D conference that Apple has, to-date, sold over 13 million Apple TV units. Even more impressive is that Cook noted that "about half of those" sales took place in 2013.
Suffice it to say, Apple TV may still only be a hobby in Apple's eyes, but sales of the device seem to accelerating with each passing year.