Apple Inc forecast sales of Apple TV would climb to 1 million this week and said that iTunes users are now renting and buying more than 400,000 TV shows and more than 150,000 movies per day.

In September, Apple introduced a new version of Apple TV for $99 that lets users stream TV shows and movies from the Internet to TV sets. The move stepped up the battle with the likes of Google and Microsoft which are all vying for control of the digital living room.

Apple struck programing deals with Walt Disney Co's ABC, News Corporation's Fox and Netflix for its Apple TV.