Curious timing, no? This morning, Cupertino's PR department has blasted out a blurb stating that the newfangled Apple TV -- which only started shipping three months ago -- is expected to cross the one million mark in sales prior to Christmas Day. The obvious remark is hard to ignore: "That's a lot for a hobby." And yeah, it is. But it probably has more to do with trends in consumer purchasing and a delightfully low $99 price point than anything else, and if you doubt that logic, you should probably have a sit-down with Roku CEO Anthony Wood. The folks at Business Insider did, and Wood confessed that Roku media streamer sales have actually doubled since the introduction of the second-gen Apple TV. As the story goes, Jobs did the whole sector a solid by refocusing consumer attention on the set-top box realm, and with the most basic Roku retailing for just $59, it's pretty clear that the outfit drives a tough bargain. Roku's also expecting to sell its one millionth box by the close of this year, but of course it's had a lot longer than three months to do so. Still, for an up and comer, selling one million of anything (let alone looking at $50 million or more in annual sales) is quite the achievement.
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New Apple TV Sales to Top One Million This Week

CUPERTINO, Calif.--(BUSINESS WIRE)--Apple® today announced that it expects sales of its new Apple TV® to top one million units later this week. The new Apple TV offers the simplest way to watch your favorite HD movies and TV shows, stream content from Netflix, YouTube, Flickr and MobileMe℠, all on your HD TV for the breakthrough price of just $99. iTunes® users are now renting and purchasing over 400,000 TV episodes and over 150,000 movies per day.

Now with AirPlay®, recently available in iOS 4.2, users can wirelessly stream their music, video and photos from iPad™, iPhone® and iPod touch® to their new Apple TV, making it the perfect iOS accessory. Users can also control Apple TV with their iPad, iPhone or iPod touch using the Remote app, available as a free app on the App Store℠.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple is reinventing the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.