Global consumer electronics group Apple announced today that iTunes users in the UK can now download movies to watch on their iPod.

For those who do not know, iTunes is the software through which iPod owners can keep their library of songs, videos and photos. It has an online music store where tracks and shows can be purchased and immediately downloaded.

Until now, the UK iTunes Store did not offer films but, as of today, there will be more than 700 to choose from. Customers can either buy or rent the titles.

“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,” said Apple iTunes vice president Eddy Cue.

Buying a film means users can store it on their computer or iPod/iPhone but renting means they can view it within 30 days of payment. Once the viewing starts, the customer has 48 hours to finish it or watch again.

Of course, there are now many different types of iPod available in the UK, including the iPod touch, iPod Nano and the Shuffle – although this has no screen and cannot be used to watch movies.

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