In a conference call with financial analysts and the press, Apple CEO Steve Jobs said that the company is happy with the way that the new Apple TV is selling — and shaping up.

Jobs said the device has already sold over 250,000 units “in a short time” and “we’re thrilled with that.” He said the new Apple TV is a great product and the US$99 price point is very enticing.

“When we get the AirPlay features into play, it will offer another big reason for people to buy the Apple TV,” said Jobs.

AirPlay is a system that streams audio, either wirelessly or over Ethernet, to third-party speaker docks, A/V receivers, speakers and more.