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Apple TV launch put on pause

The set-top box, which allows shows downloaded to a Mac or PC to be played on a TV, will arrive later than planned, Apple confirms.

Apple's Apple TV product, expected to ship this month, won't arrive until the middle of March, the company said Monday.

The $299 device, first previewed as iTV in September and formally announced at Macworld Expo in January, is a set-top box that allows TV shows and movies downloaded to a Mac or PC to be played on a television in another room.

Apple confirmed the delay in a statement, but did not give a specific reason for the stall.

"Wrapping up Apple TV is taking a few weeks longer than we projected and we now expect to begin shipment mid-March," the Cupertino, Calif.-based company said in a statement to CNET News.com.

Apple TV represents the company's latest effort to move past its core strengths into the digital living room.