Apple has delayed until March the launch of its gadget for streaming video and other content from computers to TVs, but the company would not explain why.

The company had said in January that the Apple TV set-top box, which will cost $299 in the US, would be available there this month.

“Wrapping up Apple TV is taking a few weeks longer than we projected, and we now expect to begin shipments mid-March,” Lynn Fox, an Apple spokeswoman, said Monday. She declined to comment further.

Apple TV is designed to move digital content from a user’s computer to a TV set and is anticipated to be a highly competitive product in the growing crop of offerings that deliver web-based videos to the television.

Some analysts are projecting the set-top box could be yet another hit product for Apple, adding to the company’s growing fortunes as it expands its consumer electronics portfolio beyond Macintosh computers and iPod portable players.

Shares of Apple lost 42 cents to close Monday at $88.65 on the Nasdaq Stock Market.

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