Apple TV sales approach 3 million units

Apple's Tim Cook has announced that its Apple TV product is approaching the sales milestone of 3 million units.

The CEO confirmed in his Goldman Sachs Technology and Internet Conference keynote that 1 million of those sales came during the final quarter of 2011, the most successful fiscal period in the company's history.

Cook went on to clarify remarks he previously made about Apple TV being a "hobby" for the firm, explaining: "The reason we call it a hobby is because we don't want to send a message to you or our shareholders that we think the market for it is the size of our other businesses."

Apple is expected to launch its own smart television sets in the future. The CEO fuelled speculation on the matter, revealing that the company is hoping to "go more main-market" with its TV ventures.

However, commercial broadcaster ITV recently contacted Apple to warn them against using the "iTV" branding for smart television products. Reports suggest that Apple gave assurances that it has no plans to use the banner, in the UK at least.

Apple is yet to officially confirm plans to produce smart television sets.

Watch a video introduction to Apple TV below: