Apple TV more than just a hobby – over 1.8 million devices sold

Even if Steve jobs categorized it as a hobby, lot of people bought into it, to the level of around 1.8 million units sold since launch and it still sells at a rate of approximately 280,000 / month, estimated Concord Securities analyst Ming-Chi Kuo. That’s quite a large number for a media streamer, especially one limited to 720p output and with no local content support, and beats by far more featured media streamers like Roku, Boxee Box or WD TV Live Plus. Of course, Apple has the advantage of brand recognition and special distribution channels that will help it achieve success even with a less featured product.

Price also helps. Apple TV is sold for about $99 with free shipping and no taxes to stores like Amazon and supports Netflix, the most popular streaming service in the world. Recently, a software update added support fot NBA and MLB games (via subscription) and the box is also open to jailbreak allowing you to add apps including XBMC media player – with local content and MKV / XVID / DIVX support, Twitter and Facebook clients, etc.

Even so, it is obvious that this is just the first step (the original Apple TV really doesn’t count). It is widely expected that the next iteration of Apple TV (call it Apple TV 3 if you like) will feature full app support and backed by its own App Store. Than you can say that officially  Apple has taken over your life.