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Apple TV: 3rd-gen box sales already match Apple TV 2

Soaring sales of the latest Apple TV box are paving the way for continued work on TV products.

The third-generation Apple TV has sold almost as many units since March as the Apple TV 2 sold in the whole of 2011.

Speaking to the The Wall Street Journal’s ‘D: All Things Digital’ conference, Apple chief exec Tim Cook described Apple as ‘stuck’ in TV, despite slow take-up of Apple TV’s previous incarnations.

Cook refused to be drawn on the development of a dedicated Apple TV, but said: “I think many people would say that this is an area of their life that they aren’t pleased with.

Engadget reports that Cook added: “This is an area of intense interest for us. For many of us, the TV that we do watch is almost exclusively using Apple TV.

“So, the customer satisfaction with that is off the charts. We’re going to keep pulling this string and see where it takes us.”

Apple’s latest gnomic announcement on its TV plans follows unconfirmed rumours in the Chinese business press that Apple’s manufacturing partner, Foxconn, is either preparing its factories to produce TVs for Apple, or poised to produce a test run of prototype Apple HDTVs.