When asked by an analyst during the earnings conference call if the goals for iTunes rentals was profitability or incremental Apple TV sales, Apple CFO Peter Oppenheimer responded that the company hoped to run the iTunes Store a little above break even, but selling iPods and Macs was the main strategy.
Apple has done very well with that strategy in the past couple of years. Record iPod and Mac sales are becoming a staple of the company's quarterly financial results. In its first quarter results announced Tuesday the company sold 2.3 million Macs and 22.1 million iPods.
Apple COO Tim Cook said they were not going to project volumes of Apple TV for the upcoming quarter, but they think they have it right this time.
This story, "Apple's Strategy: Rent iTunes to Sell Macs, iPods" was originally published by Macworld.