While Apple didn’t mention the Apple TV in their earnings release (and they have never broken it out into its own category), Cook did reveal the number when asked during the Q&A today. He was clearly pleased with the number, but also downplayed it quite a bit. But this context is pretty telling. Not only is it now outselling the Xbox 360, the Xbox 360 is the best-selling gaming console.
When — yes, when — Apple adds apps to this thing, wonder what will happen… If they added them tomorrow, the Apple TV would instantly be the number one gaming console. Think about that for a second.