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Apple CEO Tim Cook joked at a shareholder's meeting today that "it's a little more difficult to call [Apple TV] a hobby these days," and it's not hard to see why. As reported by Reuters, Cook revealed that the diminutive entertainment device was responsible for more than $1 billion in sales in 2013, although Re/code claims that number also includes movie rentals and purchases of television shows. Still, not too shabby.
Before Re/code's news broke, commentators estimated that the number suggests that Apple had sold more than 10 million units last year, roughly doubling its sales of the device in 2012. Analyst Horace Dediu of Asymco also took the opportunity to chart the unit's explosive growth since 2007, suggesting that Apple TV is actually the fastest-growing product in Apple's lineup.
That's not the only big news for Apple TV today. The Cupertino giant also announced a promotion running from today through March 5 that will grant a $25 iTunes gift card to anyone who buys an Apple TV in the U.S online or through retail outlets. The move is seen by some onlookers as Apple's attempt to sell off existing stock on the eve of a new Apple TV product launch sometime later this year.
Yet there's one area that shows that Apple still considers the device a "hobby" of sorts--there's still no dedicated app store for the unit. This, despite the fact that the past few months have seen a massive increase in apps for the device, as well as the introduction Apple TV's own slot on the Apple Online Store.
Follow this article's writer, Leif Johnson, on Twitter.