Apple now offers movies for rent or sale to users of iTunes in the UK. Well over 700 movie titles are going to be on offer from the launch date. About 100 titles would be made available in high-definition.

The users who opt to rent films will get up to a month for watching the title. Once they have actually started viewing it, they will be given a deadline of 48 hours. Titles once downloaded can be seen through Apple TV or on an iPhone, and iPod.

According to Apple; Disney, Sony International, Fox, MGM, Lionsgate, Warner and Paramount films titles are to be made available.

The cost for renting new releases is £3.49; that for purchasing is £10.99. The cost for renting movies from the iTunes is £2.49 whereas it will cost £6.99 to buy titles. One would have to pay £1 more for HD versions.

iTunes started offering movies for rent or sale in early 2008 in the US. Apple faces competition from rivals like Blockbuster, Amazon, Netflix and even Microsoft (via its Xbox 360 gaming console) in the online movie watching market.