In an unprecedented move, Apple is offering a a $25 discount on the price of the Apple TV for the next six days at its retail and on-line stores, payable in the form of an iTunes Gift Card. It’s the first time the company has offered a non-seasonal discount on a current product, and seems intended to clear out channel inventory ahead of the introduction of a new product, possibly the long-rumored Apple set-top box. The discount was posted today, simultaneous with the company’s stockholders’ meeting in Cupertino. During that meeting, CEO Tim Cook said sales of Apple TV and associated content totaled $1 billion during fiscal 2013. “It’s a little hard to call it a hobby any more,” he told attendees. Apple discounts its products only twice yearly: in late-summer for Back to School, lately a gift card with a computer purchase, and on Black Friday (U.S.), with cash discounts on select Apple and third-party products. Similar one-day holiday discounts are available outside the United States. Apple offers year-round cash discounts on computers, displays and software for K-12 and higher education faculty, staff, students and parents. The current Apple TV deal has some terms (pdf), including that it runs from February 28th through March 5th, is available only through the on-line and U.S. retail stores, and that the buyer “may decline” the gift card.