The tech giant's CEO Tim Cook told attendees at Apple's annual meeting on Friday that Apple TV was "no longer a hobby", adding that the company is "here for the long term."

The news of Apple TV's renewed success comes as Netflix looks to move down under, and Foxtel is set to launch its Presto streaming service.

Investor talk around the meeting however focussed on Apple's long-rumoured 'iWatch', which is still yet to be announced despite trademark filings, and may compete with the likes of Fitbit, Jawbone, and even Google's Glass device.

"We're working on some things that are extensions of things you can see and some that you can't see," Cook told the meeting.

Reuters reported Apple increased its research and development budget by 32% last year, pointing to some serious new products in the pipeline.

Cook refused to talk innovation though, declaring Apple preferred not to talk about new products under development so as not to tip off the competition.

"You can see we're getting ripped off left, right and sideways," he said.

Shareholders at the annual meeting at Apple's Cupertino, California, headquarters re-elected all board members, though the meeting wasn't without controversy.

The National Center for Public Policy Research (NCPPR), a self-confessed right wing think tank that advocates free market and believes human activities have no impact on climate change, attended the meeting as an Apple shareholder.

The group questioned Cook's stance that Apple's sustainability programs and goals - for example having 100% of its power come from green sources - was good for company's bottom line. The representative reportedly asked Cook if that was the case only because of government subsidies on green energy.

According to attendees Tim Cook responded furiously, saying there are some things that "Apple does because they are right", and that a return on investment (ROI) was not the most important consideration on such issues.

"When we work on making our devices accessible by the blind, I don't consider the bloody ROI," Cook said.

Bryan Chaffin of The Mac Observer, who was present at the meeting, notes:

"As evidenced by the use of "bloody" in his response - the closest thing to public profanity I've ever seen from Mr. Cook - it was clear that he was quite angry. His body language changed, his face contracted, and he spoke in rapid fire sentences compared to the usual metered and controlled way he speaks."

Tim Cook then reportedly looked directly at the NCPPR representative and said, "If you want me to do things only for ROI reasons, you should get out of this stock."