San Jose (CA) - The Apple TV is not yet ripe for picking, as the manufacturer recently confirmed that the release date has been pushed back a few weeks.

When Apple announced the device, a February launch date was promised. With the month coming to a close, the company officially declared a delay: "Wrapping up Apple TV is taking a few weeks longer than we projected, and we now expect to begin shipments mid-March," Apple spokesperson Lynn Fox was quoted as saying in an Associated Press story.

The Apple TV, which previously carried the codename iTV, is designed to hook up to a television set to allow users to stream content from their iTunes collection to the TV.

Recently, Amazon and Tivo teamed up to create competition for the looming Apple device. Through the new partnership, Amazon customers can wirelessly stream videos they've purchased on the site's Unbox store to their Tivo.

The Apple TV has a retail price of $300. Pre-orders for the device opened up on Apple's site shortly after it was first unveiled.