Apple TV. Photo by Intel Free Press

Apple TV. Photo by Intel Free Press

According to the Financial Times, the usually secretive Apple-boss Tim Cook, announced on an annual investor meeting that it might be time to stop calling their TV division for a hobby.

Since Apple TV was launched in 2007, the company has kept calling this project for their own little hobby. The reason for this nickname was that many have tried, and failed, to produce a product that could bring in business. Sales were slow at first, but after Apple re-launched the box in 2010, sales have picked up.

Apple replaced the spinning disk set in the original version with a small flash drive, which helped make the box much slimmer and cheaper than the original. In mid-2013, Cook announced that they had sold over 13 million Apple TV units since 2010.

Tim Cook. Photo by Valery Marchive

Tim Cook. Photo by Valery Marchive

A new Apple TV?

Cook’s recent statements have revived an already stormy Apple rumor mill. A source that claims knowledge of Apple’s plans said to the Financial Times that the company will come with an upgraded version of its TV box before Apple’s Developer Conference in June.

Given the fact that Apple has started handing out gift certificates of 25 $ when purchasing the Apple TV has not put a stifle on the rumors. This could suggest that they company is trying an effective method to sell out their warehouse.