Apple CEO Tim Cook revealed during the company’s annual shareholder meeting on Friday that total sales of the Apple TV jumped to over $1 billion in 2013.
Priced at $99 each, that would mean sales were beyond 10 million for the year.
Sales of the little set-top box are estimated by analyst Horace Dediu of Asymco to have grown by 80% in 2013. That would make the Apple TV the company’s fastest-growing hardware product.
Cook admitted during the meeting that it’s tough to continue to call the little black box a “hobby” anymore, referring to the moniker that Apple has famously used to refer to the product.
Cook’s comments come on the same day that Apple launched a new promotion in its U.S. Apple Stores, offering a $25 iTunes gift card with the purchase of any Apple TV. A move that may indicate Apple is working to clear out old inventory of the devices before releasing a much-rumored new model later this year.
