History of Apple TV in Timeline
Apple TV is a digital media player and gaming console that streams media content to televisions and external displays. Developed by Apple, this compact device provides access to various media services like streaming platforms, TV Everywhere services, local media, sports broadcasts, and journalism.
1993: Macintosh TV Release
In 1993, Apple released the Macintosh TV, an early attempt to integrate television with computing.
1994: Macintosh TV Discontinuation and Apple Interactive Television Box Development
After the commercial failure of the Macintosh TV, Apple discontinued it in 1994. That same year, they developed the Apple Interactive Television Box, a collaboration with BT Group and Proximus Group, though it was never released.
September 2006: First-Generation Apple TV Announcement
Originally announced as "iTV", Apple revealed its plans for the first-generation Apple TV at a special event in September 2006. It was later renamed to "Apple TV" due to a trademark dispute.
January 2007: First-Generation Apple TV Pre-orders Begin
Pre-orders for the first-generation Apple TV, a device designed to bridge the gap between computers and television screens, started in January 2007.
January 2007: Apple TV Pre-orders Exceed Expectations
Within the first week of presales in January 2007, Apple TV was the top pre-selling item at the Apple Store, exceeding 100,000 units by the end of the month.
March 2007: First-Generation Apple TV Release
The first-generation Apple TV was released in March 2007, marking Apple's official entry into the digital media player market.
May 2007: 160 GB Apple TV Release
Apple expanded the storage options for the first-generation Apple TV in May 2007 by releasing a model with a 160 GB hard drive.
2007: Baseline for Apple TV Sales Growth
The fourth quarter of 2007 serves as the baseline for the reported triple sales growth of Apple TV in the same quarter of the following year.
January 2008: Apple TV Becomes Standalone Device
A software update in January 2008 transformed the Apple TV into a standalone device, eliminating the need for iTunes syncing from a separate computer. Users could now rent or purchase media directly on the Apple TV.
February 2008: Apple TV "Take Two" (2.0) Update
In February 2008, Apple released a major free upgrade to the Apple TV, labeled "Take Two" (2.0). This update replaced Front Row with a new interface organized into six content categories: movies, TV shows, music, YouTube, podcasts, and photos.
July 10, 2008: ITunes Remote Released
On July 10, 2008, Apple released iTunes Remote, a free iOS application that allowed the iPhone, iPod Touch, and iPad to control the iTunes library on Apple TV via Wi-Fi.
July 2008: Software Update 2.1 for Apple TV
Apple released software update 2.1 for the Apple TV in July 2008, enabling the use of iPhones and iPod Touches as alternative remote controls.
2008: Apple TV Sales Triple Year-Over-Year
Apple TV sales in the fourth quarter of 2008 were three times higher than in the same quarter of the previous year.
September 2009: 40 GB Apple TV Discontinuation
Apple discontinued the 40 GB version of the first-generation Apple TV in September 2009, leaving the 160 GB model as the only option.
October 2009: Apple TV Software 3.0 Released
In October 2009, Apple released a minor upgrade, "Apple TV Software 3.0." This update introduced a new interface with seven horizontal columns for content categories, added features like content filtering, iTunes Extras, and a new Internet radio app.
2009: Apple TV Sales Triple Again, but Still Considered a "Hobby"
In Apple's first-quarter 2009 earnings call, acting CEO Tim Cook reported that Apple TV sales tripled year-over-year. Despite the growth, Cook still referred to Apple TV as a "hobby" for the company.
September 2010: Second-Generation Apple TV Release
Apple unveiled the second-generation Apple TV in September 2010. This model featured a significant redesign, a shift to Apple's A4 chip, and the iOS operating system.
December 21, 2010: Apple Sells One Million Second-Generation Apple TVs
On December 21, 2010, Apple announced that it had sold one million units of the second-generation Apple TV.
2011: Apple Sells 2.8 Million Apple TVs in Fiscal Year 2011
During the fiscal year 2011, Apple sold 2.8 million Apple TV units.
2011: Second-Generation Apple TV Surpasses Two Million Units Sold
In the second fiscal quarter of 2011, Apple announced that total sales of the second-generation Apple TV had surpassed two million units.
January 1, 2012: Cumulative Apple TV Sales Reach 4.2 Million Units
By January 1, 2012, cumulative sales of the Apple TV had reached 4.2 million units.
January 24, 2012: Apple Announces Sales Figures for First Fiscal Quarter of 2012
On January 24, 2012, Apple announced that it had sold 1.4 million Apple TV units in the first fiscal quarter of 2012.
March 2012: Apple TV Software 5 (iOS 5.1) Released with 3rd Generation Apple TV
In March 2012, Apple released a major software update, Apple TV Software 5 (iOS 5.1), alongside the 3rd generation Apple TV. This update revamped the home screen to resemble the iOS icon grid.
March 2012: Third-Generation Apple TV Announcement
Apple announced the third-generation Apple TV at a special event in March 2012. Though visually similar to its predecessor, this model boasted an upgraded A5 chip and support for 1080p video output.
May 2012: Apple Sells 2.7 Million Third-Generation Apple TVs in 2012
At the All Things Digital conference in May 2012, Tim Cook announced that Apple had sold 2.7 million units of the third-generation Apple TV in 2012.
January 1, 2013: Cumulative Sales of Third-Generation Apple TV Reach 6 Million Units
As of January 1, 2013, cumulative sales of the third-generation Apple TV had reached 6 million units.
March 2013: "Rev A" Third-Generation Apple TV Release
Apple quietly released a hardware revision of the third-generation Apple TV, dubbed "rev A," in March 2013. This revision featured a more energy-efficient A5 chip.
2013: Apple TV Reaches $1 Billion Revenue Milestone
In 2013, Apple TV achieved a significant milestone by generating $1 billion in revenue for Apple.
February 28, 2014: Apple TV Generates $1 Billion in Revenue in 2013
During Apple's shareholders meeting on February 28, 2014, CEO Tim Cook revealed that Apple TV had generated $1 billion in revenue for Apple in 2013.
September 2014: Apple TV Software 7.0 Release
The release of Apple TV Software 7.0 in September 2014 introduced peer-to-peer AirPlay, but this feature was exclusive to the "rev A" model of the third-generation Apple TV.
December 2014: Apple TV Loses Market Share to Chromecast
A market survey conducted by Parks Associates in December 2014 indicated that Apple TV had lost market share to Google Chromecast, capturing only 17% of the market.
March 9, 2015: Apple Sells 25 Million Apple TVs
At the Apple Special Event on March 9, 2015, Tim Cook announced that Apple had sold a total of 25 million Apple TV units to date.
September 9, 2015: Fourth-Generation Apple TV Announcement
Apple announced the fourth-generation Apple TV at a special event on September 9, 2015. This model introduced the tvOS operating system, a dedicated app store, and a redesigned remote with Siri support.
September 2015: iTunes Support Discontinuation for First-Generation Apple TV
Citing security concerns, Apple discontinued iTunes support for the first-generation Apple TV in September 2015.
October 2015: Fourth-Generation Apple TV Starts Shipping
The fourth-generation Apple TV, with its new tvOS operating system and app store, began shipping to customers in October 2015.
December 8, 2015: tvOS 9.1 Release
Apple released tvOS 9.1 on December 8, 2015, which addressed several issues with the fourth-generation Apple TV, including incompatibility problems with the iTunes Remote app.
January 27, 2016: Apple TV Achieves Record Sales
During an Apple earnings call on January 27, 2016, CEO Tim Cook reported record sales for Apple TV. However, specific sales figures were not disclosed.
September 13, 2016: tvOS 10 Release
Apple released tvOS 10 on September 13, 2016, bringing with it an updated remote app, a single sign-on feature for streaming services, and support for HomeKit.
October 2016: Third-Generation Apple TV Discontinuation
Apple discontinued the third-generation Apple TV in October 2016, marking the end of an era for the model.
2016: Last Update for 3rd Generation Apple TV Before 2019
The 3rd generation Apple TV received its last software update before 2019 in 2016.
September 12, 2017: Apple TV 4K Announcement
At a special event on September 12, 2017, Apple announced the Apple TV 4K, a significant step forward with support for 4K resolution, HDR, and a more powerful A10X chip.
December 6, 2017: Amazon Video Added to Apple TV (3rd generation)
On December 6, 2017, Amazon Video was automatically added to Apple TVs running software version 7.2.2.
December 2017: Amazon Prime Video Support Added to Apple TV
Expanding its streaming options, Apple added support for Amazon Prime Video to the Apple TV in December 2017.
March 2019: Apple TV Software 7.2.2 (iOS 8) Released
In March 2019, Apple TV Software 7.2.2 (iOS 8) was released for the 3rd generation Apple TV, the last version to support this model.
March 2019: Fourth-Generation Apple TV Rebranded as Apple TV HD
With the release of newer 4K models, Apple repositioned the fourth-generation Apple TV as an entry-level option and renamed it "Apple TV HD" in March 2019.
May 2019: Apple TV App Release with Apple TV Software 7.3
Apple released Apple TV Software 7.3 in May 2019, which included the Apple TV app, a hub for accessing content from various streaming services.
May 2019: Apple TV Software 7.3 (iOS 8.4.2) Released
In May 2019, Apple released software version 7.3 (iOS 8.4.2) for the 3rd generation Apple TV, the first update for this model since 2016. This update added the new Apple TV app and Apple TV Channels service.
June 2019: Estimated 53 Million Apple TV Units in Use Worldwide
By June 2019, it was estimated that there were 53 million units of all Apple TV generations in use worldwide.
September 24, 2019: Apple TV Software 7.4 (iOS 8.4.3) Released
On September 24, 2019, Apple released software version 7.4 (iOS 8.4.3) for the Apple TV.
November 2019: Apple TV+ and Apple TV app launch
In November 2019, Apple launched two major services for its Apple TV platform: the subscription streaming service Apple TV+ and the Apple TV app, which allows users to access and subscribe to other streaming services.
2019: Apple TV Sold at Low Profit Margin or Loss
In 2019, Apple analyst John Gruber suggested that Apple sells the Apple TV at a low profit margin or even at a loss, indicating that units are essentially sold at cost.
March 24, 2020: Apple TV Software 7.5 (iOS 8.4.4) Released
On March 24, 2020, Apple released software version 7.5 (iOS 8.4.4) for the Apple TV.
April 20, 2021: Updated Apple TV 4K Announcement
On April 20, 2021, Apple announced an updated Apple TV 4K featuring the A12 Bionic chip, support for high frame rate HDR, and several new features like HDMI 2.1 and Wi-Fi 6.
October 18, 2022: Apple TV HD Discontinuation
After seven years on the market, Apple discontinued the Apple TV HD on October 18, 2022, following the release of its third-generation 4K model.