They want to make enough money for it to be worth it, but more specifically they want to have a good source of content for iPod/etc. buyers (now iPhone, AppleTV, Mac, etc.). Their goal is to sell more iPods, iPhones, Macs, AppleTV's, etc. etc.
Did the iTV end up selling more than 2 units this quarter?

Time to dump that heap of resources at Apple. What a bad joke that whole thing was from the beginning. OK Steve, you got us! A couple desperate Mac fans bought into your gimmick - you won your bet with Phil, it's safe to tell the world now that the iTV was only a joke to throw off the competition. Really, the sooner the better would be good so you can finally focus on your core customers with your real products.
I know Steve, you didn't plan on anyone actually
buying one. But I promise, you'll only embarrass about 17 people that bought it. Don't worry, they'll just laugh it off. I mean, it wasn't a total waste of hundreds of dollars -
obviously they were in on the joke too. I think you might have actually convinced a couple people that it did something, boy oh boy I wish I'd had seen their faces the first time they plugged it in. Wow, that must have been a real tickler. So anyways, it's been fun but
really I think it's time to get back to your real work now. Thanks for the laughs!