Apple banked $1 billion [£596 million] in revenue from its TV set top box in 2013 with CEO Tim Cook referring to the devices as a lot more than a hobby.
The number includes content sales made by Apple on the platform, including movies and TV shows, as well as the box itself and Cook failed to specify any kind of breakdown between the two different parts of the Apple TV business.
"That hobby was over a billion dollars of revenue last year," Cook said during the company's annual meeting with shareholders, according to CNET. "It's a little hard to call it a hobby anymore."
In terms of those waiting for an Apple TV set, Cook jokingly stated "I'd like to unveil some new products today,” before disappointing the room full of amazed reporters by adding that he "was just kidding about that last part.”
Apple fanatics will be hoping that a fully-fledged TV set will in fact arrive this year in all its 65in glory and confirm analyst predictions that have been flying around for quite some time.
The strongest indication that it is working on a TV set came in October 2013 when a Japanese analyst stated that 65in and 55in frameless TV screens would be released by the end of 2014 and cost anything from $1,500 to $2,500 – roughly somewhere between £895 and £1491.
Cook also revealed nothing about a new version of the Apple TV set top box that is rumoured to be ready to be launched in March after “AppleTV4,1” showed up in an iOS 7 software build.
When it comes to Apple TV, speculation continues to round on whether or not Apple will choose to add some kind of game playing capabilities or a version of the App Store to the product when it is next refreshed.