Apple has launched Movies on the iTunes Store in the UK. Images courtesy of Apple.

After much anticipation, Apple has launched Movies on the iTunes Store in the UK, enabling users to both rent and buy movies from major film studios.

As announced today (4 June), movies from major film studios including 20th Century Fox, The Walt Disney Studios, Paramount Pictures, Warner Bros. Entertainment, Metro-Goldwyn-Mayer Studios Inc. (MGM), Sony Pictures Television International and Lionsgate UK are now available on the iTunes Store in the UK (www.apple.com/uk/itunes).

“We’re kicking off movies on the iTunes Store in the UK with over 700 films for purchase and rent”, said Eddy Cue, Apple’s Vice President of iTunes. “We think customers in the UK are going to love being able to enjoy their favourite movies on their iPod, iPhone or on a widescreen TV with Apple TV.”

Titles will be available for purchase on the same day as their DVD release, and over 100 titles will be available in high definition.

iTunes film rental works the same as it does with the US service which launched back in 2006.  Once a movie is rented, it starts downloading from the iTunes Store directly to iTunes or Apple TV, and users with a fast internet connection can start viewing the movie in seconds. Customers have up to 30 days to start watching it, and once a movie has been started customers have 48 hours to finish it – or watch it multiple times.

Requiring iTunes 7.6.2, rentals can be previewed, purchased and watched on iPod classic, iPod nano with video, iPod touch, iPhone and on a widescreen TV with Apple TV. iTunes movies will cost £6.99 for library title purchases and £10.99 for new releases; whilst iTunes Movie Rentals will set you back £2.49 for library title rentals and £3.49 for new releases.