You can now shop accessories in the online Apple Store
'Shop Accessories' is a new section to be found in the online Apple Store.
You can purchase different accessories in the new section, such as Bags, Shells & Sleeves, Cables and Docks, Headphones, Speakers, and more. The icon for the Accessories section is located at the top right of the navigation bar.
Apple TV also boasts its own section of the Online Store. This is believed to boost sales the increase product awareness.