Apple's venture into TV set top boxes has developed from what CEO Steve Jobs once called a "hobby" into a vibrantly popular ecosystem.
On December 21 the company announced it would exceed the milestone of selling one million Apple TV devices later this week.
According to Apple, "users are now renting and purchasing over 400,000 TV episodes and over 150,000 movies per day."
Rival set top box maker Roku also announced it is also close to selling its one millionth box in an article published in Business Insider on December 20.
Despite being in direct competition with Apple, Roku's device sales actually doubled after Apple TV was released.
Roku CEO Anthony Wood explained to Business Insider the rise in sales was "because Apple helped bring a lot of new attention and awareness to the category."