Apple delays Apple TV launch till mid-March [updated]

"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 told Reuters in an email.

The comments arrive in stark contrast to those made by the Cupertino-based company earlier in the month, when it denied reports that it would be unable to meet its self-imposed deadline.

Apple had previously said it would ship the $299 device — made for streaming digital movies, music and photos from computers running iTunes to high-definition TV sets — during the month of February.

Customers who had placed early orders for Apple TV through the company's online store were promised shipment by February 28 for delivery by March 5th. Apple had yet to provide updated shipment quotes for those customers as of press time.

Update: Early Apple Store online orders for Apple TV have now been adjusted to reflect shipment by March 20th for delivery by March 23rd.