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Apple TV sales will top one million this week

Apple said on Tuesday that it expects Apple TV sales to reach one million at the end of this week.

Apple published the expectations in a press release on Tuesday to the worlds media. The Californian based tech giant said that consumers are currently purchasing over 400,000 TV episodes and around 150,000 movies each day through the iTunes store.

Apple introduced its new Apple TV on September 1. The new, smaller, Apple TV is less than 1/4 the original size of Apple TV and comes loaded with WiFi, HDMI, optical audio and an ethernet port. Users can stream 720p HD video and audio using iTunes or any 4.2 iOS device. The device retails for $99 which is well priced for such a product. Neowin's review found the Apple TV to be somewhat lacking.

Hackers are hard at work attempting to port across additional iOS functionality to the Apple TV. Modifications include the ability to stream additional file formats and the promise of iOS applications on the Apple TV. It's not immediately clear whether Apple plans to open up the device officially, Apple's CEO, Steve Jobs, refers to Apple TV as a "hobby".

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