Shipments of Apple TV, originally scheduled to begin this month, have been delayed slightly, with initial delivery now expected to get underway in mid-March.
The firm announced the delay Monday, the same day that BitTorrent launched its video download store, a service that is likely to compete with the Apple offering.
In a statement explaining the delay, Apple said: "Wrapping up Apple TV is taking a few weeks longer than we projected and we now expect to begin shipment mid-March."
Apple originally discussed the $299 Apple TV last September and CEO Steve Jobs presented additional details last month at Apple's Macworld show in San Francisco.
The device is designed to operate seamlessly with Apple's iTunes online store. Users will be able to choose from feature movies and TV shows "in near-DVD quality" according to the firm. Apple TV will feature a 40-Gbyte hard drive capable of storing up to 50 hours of video programming.