Apple has launched cloud movie streaming in the UK.
From Friday iTunes users who buy movies will be able to stream them on an Apple TV device without downloading.
The service - iTunes in the Cloud - was launched earlier this year in the US but has not been available in the UK until now, except for TV shows.
Potentially it could lead to Apple competing more directly with streaming movie services LoveFilm, NetFlix and the recently launched Sky Now service.
The feature was turned on in 36 countries outside the UK, including Hong Kong, Brazil, Ireland, Mexico, New Zealand, Peru and Taiwan.
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