Apple TV sales to top 1 million mark before Christmas

On-demand TV from Apple finally takes off

Apple's pet project finally finds its feet

Apple has announced that it expects the recently released second generation Apple TV to top the 1 million global sales mark later this week.

Having dropped to a quarter of the size and a fraction of the price of its predecessor during the annual iPod update event in September, the new Apple TV has seen greatly improved consumer interest across the globe following launch.

More famed for its range of iPods, iPhones and the iPad, Apple has revealed that the latest Apple TV arrival has seen video rentals and purchases from the iTunes Store rise dramatically with TV shows now topping 400,000 daily downloads whilst movies exceed the 150,000 mark.

Running iOS, Apple TV allows users to stream video and music content from the iTunes Store, Macs and PCs and via video on-demand services such as Netflix, YouTube and Flickr direct to TVs. Unlike the original model, the latest Apple TV unit does not feature any in-built media storage.

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