Apple ( AAPL) said late Monday that the debut of its Apple TV streaming media device has been delayed.

"Wrapping up Apple TV is taking a few weeks longer than we projected," said Apple spokeswoman Lynn Fox. "We now expect shipments to begin mid-March."

Though greatly overshadowed by the appearance of the long-awaited iPhone , Apple unveiled its Apple TV device at Macworld in January and began taking orders that day. It sells for $299, and was originally scheduled to ship in February.

The device enables users to wirelessly stream videos and music stored on their PCs onto their television sets. Apple TV has a 40-gigabyte hard drive and can also store up to 50 hours of video.

Apple shares lost 10 cents to $88.55 in recent after-hours trading.