Year: 2010

Apple TV units were up 34% year over year for Apple’s second fiscal quarter of 2010 — but, sorry Apple TV fans, it’s still classified as a “hobby” by Apple.

In speaking with the press and analysts, Apple Chief Operating Officer Tim Cook said that the Apple TV’s niche simply isn’t comparable to the big computer, MP3 player and smartphone markets in which the Mac, iPod and iPhone compete. That said, it’s still doing well relative to its size, he added.

On a brighter note, “a number of us love the Apple TV and use the product, and believe there’s something there,” Cook added.

During the its fiscal 2010 second quarter that ended March 27, Apple saw its retail store chain increase revenue by 22%. That’s up 38% year-over-year.

Apple had an average of 284 stores open during the quarter. The stores saw 47 million visitors in the second fiscal quarter of 2010 as compared to 39.1 million in the second fiscal quarter of 2009. The average revenue per store was $5.9 million, compared to $5.5 million in the 2009 quarter.

Analysts expected iPod sales to dip in the latest fiscal quarter, but they remained basically flat (down 1% year-over-year). Apple sold 10.89 million iPods during the quarter, generating revenue of US$1.7 billion (that’s a total revenue increase of 12%).

In a press conference regarding its latest quarterly financials, Apple Chief Financial Officer Peter Oppenheimer said Mac sales were up 20% in America alone, representing a 26% increase in revenue.

Apple sold 2.94 million Macs during the quarter, representing a 33% unit increase over the same quarter in 2009. Worldwide Mac sales were up 3%, increasing revenue by 49%. Asia Pacific was the biggest market; Macs sales there were up 67%, garnering a revenue increase of 184%.