Those interested in video on demand films in the UK may be happy to know that Apple has launched its iTunes film download service there, where users can rent or purchase titles. Apple has made deals with 7 major Hollywood studios to allow them to provide films by these on the day of their DVD release. At least 700 films will be available to start with and over 100 will also be available to download in high definition.
Films are priced between £6.99 and £10.99 for classic to new releases. Rentals are available for £3.49 for the latest releases and £2.49 for older titles and all high definition titles are priced at a £1 premium over their standard definition price. Unfortunately for UK citizens, these prices work out significantly more than the same titles sold on the US iTunes, where classic titles are priced at $2.99 (~£1.50) and the latest releases at $3.99 (~£2).
Like the iTunes film service in the US, customers can start watching their title just shortly after its starts downloading. A rental expires 48 hours after the time the customer begins viewing it, otherwise it expires 30 days after it has been downloaded. Like iTunes video purchases, downloads can be viewed on a video-capable iPod, iPhone, Apple TV box, PC or Mac.
