Now, Apple brings you TV

Apple, which changed the way people listen to music, launched a set-top box Wednesday that it hopes will transform the way people watch videos in their homes.

Apple TV lets users stream video and music wirelessly from computers to TV sets. The Cupertino, Calif.-based company said it was already shipping the $299 product to customers who preordered it. The device is expected in Apple stores this week.

Apple announced the product in September and had planned to release it last month, but it delayed the launch for reasons the company would not disclose.

In trying to gain a stronger footing in the home digital-entertainment market, Apple is taking on several competitors — DVD makers, cable companies and computer makers such as Microsoft and Hewlett-Packard.

Operated by remote control, the device allows users to move movies and songs purchased at Apple's iTunes store, as well as digital photos, to their TVs. It has a 40-gigabyte hard drive.

Some analysts were skeptical that Apple would upend the home-entertainment market the same way it has dominated the digital-music industry.

Josh Bernoff of Forrester Research said it was unclear that consumers wanted to tie their computers to the television.

"I've never seen such a large number of products chasing such a tenuous benefit," he said.

Still, some analysts are projecting the set-top box will only boost the company's growing fortunes.

Shares of Apple gained $2.39, or 2.6 percent, Wednesday to close at $93.87.