Apple has given Apple TV its own section on its website. The set-top box was always marketed by Apple as a “hobby.” The company never seemed to give it a strong push, but would update it every few years.
However, in the past, it was sold somewhere as an accessory, just the way AirPort Basestations are. Now, it has its own page on Apple.com under the Store tab. This is like all of Apple’s other major products and it has its own little accessories.
Though Apple has always pitched it as a little side thing, the product has done pretty well.