Tim Cook was on All Things Digital Conference a few days ago and revealed that they had sold 13m Apple TV boxes, and 6m of those were last year. But still this is a hobby for Apple.

Well this hobby has 71% of the market share for digital media receivers according to Fortune. That does not include dedicated gaming systems such as the PlayStation 3 and Xbox 360. The popular Roku box has sold more than 5 million units, giving it a 27% share of the market.

And when Apple decides to move this from a hobby to a proper product launch, things could get rather interesting.