In a move that challenges Apple and others looking for a space in people’s home entertainment centers, Netflix yesterday introduced a dedicated set-top box that will stream the company’s movies and TV shows to a subscriber’s television set.

But while Apple and Netflix are going after the same potential customers, their offerings are fairly different. Apple is focusing on new releases that are rented individually by customers, whereas Netflix offers a subscription-based service with unlimited access to older titles, starting at $8.99 per month for the one movie plans.

The small square box, which is made by a company called Roku, sells online for $99.99 and the on-demand movies are available to Netflix subscribers at no extra cost. The device currently streams DVD quality content only, but the company is also working with LG to introduce a set-top box which is rumored to be capable of streaming high-def videos.