After taking the unprecedented step of forecasting it would sell at least 1 million Apple TV units last week, the Cupertino, Calif. company Monday confirmed it had met its goal. The milestone shatters Apple’s previous high-water mark for the $99 device set it October: 250,000 units. At the time, CEO Steve Jobs remarked he was “thrilled.”
This latest sales announcement seemed more to do with increased competition from the likes of Roku and Google than any real revenue benefit to Apple. Last week analysts described the $400 million in revenue from sales of 1 million Apple TV as “fairly immaterial.” Kaufman Bros. analyst Shaw Wu, however, said the Apple TV could become “a more material contributor and game changer in the TV space,” if Apple creates an App Store for the device, similar to how the Cupertino, Calif. firm has done for other products, such as the iPhone and iPad.