Guess again: Apple TV is shipping this week

Despite reports to the contrary (and wouldn't life be easier if companies were just a little more upfront about what they're doing?) Apple TV's set-top boxes have started shipping and will arrive in customer homes by the end of the month (or this week, if you prefer), according to multiple reports.

The device, scheduled to arrive in stores by the end of the month, will cost $99 and let users watch select TV shows for 99 cents and rent HD movies for $4.99. Netflix (Nasdaq: NFLX) will also be accessible via the device which uses streaming rather than built-in storage.

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