The company had said in January the $299 Apple TV set-top box would be available this month.
“Wrapping up Apple TV is taking a few weeks longer than we projected, and we now expect to begin shipments mid-March,” Apple spokeswoman Lynn Fox said Monday. She declined to comment further.
Apple TV is designed to move digital content from a user’s computer to a TV set and is anticipated to be a highly competitive product in the growing crop of offerings that deliver Internet-based videos to the television.
Some analysts are projecting the set-top box could be yet another hit product for Apple, adding to the Cupertino-based company’s growing fortunes as it expands its consumer electronics portfolio beyond Macintosh computers and iPod portable players.