[NewsPoster]

The Apple TV's increase in sales is not limited to the United States, according to the findings of analysts at IHS, with the Apple-produced set-top box also gaining popularity in other markets. According to findings in its latest report for set-top boxes, the firm claims the Apple TV's sales boost has helped push the device to third place in global set-top box revenue for 2015, up from ninth place in the previous year.

Apple World Today reports the research declaring Arris to be the highest in terms of both revenue and shipments last year, including its acquisition of Pace, followed by Technicolor and its purchase of Cisco's set-top box business. For the Apple TV alone, IHS believes Apple achieved more than 10 million shipments in 2015, the fifth-highest in terms of volume among the major players, but revenue sits at around $1 billion.

As a whole, global set-top shipments have increased 4.8 percent year-on-year, reaching 353 million. Revenue in the fourth quarter of 2015 rose 3.4 percent to $5.7 billion, which is said to be driven by new devices from Apple, Amazon, and Roku, though full year revenue for the entire industry dropped 5.4-percent year-on-year to $22.2 billion, with the report suggesting it is due to the poor performance of pay-TV services in the United States.

"The (Set-top box) market has certainly grown since 2007, when Steve Jobs originally described the Apple TV business line as a 'hobby," said IHS director of connected home Daniel Simmons. "Now we're seeing sales of Apple's consumer devices in the millions, which has catapulted the company ahead of leading manufacturers that ship to pay-TV providers. Apple TV's particular success is a result of translating consumption habits from across Apple's wider device ecosystem and onto the TV screen."

Earlier this month, another report focusing on US sales found the Apple TV had increased its sales, but remained in fourth place in the streaming device market, behind Amazon, Google, and Roku.

[pairof9s]

As long as most programming in Apple TV is forced tied to existing home cable/satellite subscriptions, then this device (or ROKU, etc) will never become a big deal. As someone who uses his Apple TV gen4 exclusively with a Netflix, Hulu, HBO, and the wonderful Channels app (for watching local OTA broadcast channels), along with a crude SlingTV via AirPlay, I know the incredible experience of using this single solution for a wide variety of programming. But I'd never buy one (or see the need) if I was compelled to maintain a cable subscription.

It really is the most ludicrous thing I've ever seen. It's like requiring someone to own a car before they can purchase another car.