Apple 2.0

Covering the business that Steve Jobs built

Apple TV's market share

May 29, 2013: 10:54 AM ET

Tim Cook said at D:11 that Apple has sold more 13 million units. That was news.

Source: Company reports.

Source: Company reports.

FORTUNE -- For a number of reasons -- including all those questions about future products not even Steve Jobs would have touched -- Apple (AAPL) CEO Tim Cook didn't break much news Tuesday night at AllThingsD.

But he did provide a new data point about Apple TV: He said the company has sold more than 13 million* -- about half of them in the past year.

How does that stack up against the competition?

Well, if you exclude advanced video game consoles like Microsoft's (MSFT) Xbox and Sony's (SNE) Playstation, which have some of the same media functions but sell in the tens of millions, it looks like this:

  • Apple TV: More than 13,000,000
  • Roku (U.S. only): More than 5,000,000
  • Boxee Box: About 200,000 (before it was discontinued last summer)

In other words, roughly equal to the iPod's share of the MP3 player market. (See chart.)

*According to Asymco's Horace Dediu, Cook is not counting the first generation Apple TV (Jan. 2007 to Sept. 2010). If that model were included, according to Dediu's estimates, the total would be closer to 19 million.

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Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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