Apple CEO Tim Cook announced the Apple TV sales at its third quarter earnings call on Wednesday, where he said that the set-top box is “still at a level that we would call it a hobby, but we’ll continue to pull the string to see where it takes us.”
Cook also noted that Apple “isn’t one to keep around projects that it doesn’t believe in,” indicating that the company is still has faith in the Apple TV.
However, it is believed that Apple will put its set-top box to one side while the company focuses its attention on the widely speculated Apple smart TV, dubbed ‘iTV’.
But, as highlighted by Cook on the call on Wednesday morning, “four million is not a small number. It’s small relative to iPhone and iPads perhaps, but it’s not a small number.”