You could be forgiven for thinking that the Apple TV set-top box isn’t a very popular gadget amongst consumers, after all, it doesn’t really receive a great deal of attention thanks to being overshadowed by the insane popularity of the iPhone and iPad. With Tim Cook calling the little black puck a “hobby”, it’s evident that they aren’t placing as much emphasis on it as they are on other products, but that doesn’t detract from the fact that they have shipped well over 3 million units.