Apple TV Apple partners call Apple TV a "hobby" of Apple's because there is not much marketing behind the product. Partners say that despite it boasting an impressive user interface and an immense ecosystem, Apple doesn't make as much of a profit off of the $99 platform as it does with its other products. Tech analysts say Apple TV could make some inroads in the gaming world as it currently doesn't offer much for that market. Like the Mac Mini, it's been quite a while since we've seen an update to Apple TV -- the last one came in March 2012. Apple CEO Tim Cook may have hinted at an update to the product during an interview on PBS's Charlie Rose. "I don't want to get into what we're doing in the future," Cook said in the interview. "We've taken stabs with Apple TV, and Apple TV now has over 20 million users…."