Apple chief Tim Cook said the company last year sold more than $1 billion worth of Apple TV set-top boxes, which would equate to at least 10 million units.

"It's a little more difficult to call it a hobby these days," said Cook, speaking at Apple annual shareholders meeting, as reported by Reuters.

Apple is prepping a refreshed version of the Apple TV set-top with a faster processor and redesigned interface that may be announced as early as April, according to a Bloomberg report. The consumer-electronics giant also is said to have been engaged in talks with Time Warner Cable and others for the launch of the updated device, which is supposed to ship in time for the holiday shopping season.

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Apple TV, in addition to playing iTunes content, provides access to more than two dozen third-party services, including Netflix, YouTube, HBO Go, Hulu Plus, Watch ABC, WatchESPN, Watch Disney Channel, PBS, Sony's Crackle and Yahoo Screen.

In a possible indication that a new Apple TV is coming soon, the company is offering buyers of the current Apple TV model (listed at $99) a $25 iTunes gift card, as first reported by 9to5Mac. That promo, available in stores and online, is scheduled to run through March 5.

The company also recently added a dedicated section for Apple TV on its online storefront, fueling speculation that something new is on its way. Previously, Apple TV was (oddly) listed under the iPod section.

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