Apple unveils new film rental serviceIt will hit the UK later this year

16 January 2008

A picture of a girl listening to an ipod

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Entertainment giant Apple has launched a film rental service which will allow people to download movies to an iPod or computer.

All the major Hollywood studios have signed up to provide content for iTunes Movie Rentals.

Customers will be able to download the films to their computers, current generation iPods or iPhones.

High definition

They then have up to 30 days to start watching the film. Once a movie has started, customers must finish watching it within 24 hours.

The service has initially been launched in the US and will offer more than 1,000 titles by the end of February.

Prices in the US start at about £1.50 for a film from the library, rising to around £2 for a new release. High-definition versions will cost an extra 50p.

The iTunes Movie Rentals service will be rolled out across the world later this year but UK film prices have yet to be announced.

Movie downloads

Which? Technology Editor Matthew Bath said: 'With the US release of iTunes Movie Rentals, Apple is attempting to transform how people buy and watch films in a similar way to how it changed how consumers buy and listen to music.

‘It's rental rules, ability to watch films on iPods, PCs and TV, and its US pricing are certainly good value compared to other online film stores, but Apple historically charges more in the UK for downloads. If its pricing matches that of the US, then Apple is onto a winner with its new service.’