Fans of downloading movies and TV shows in the U.S. have been able to get their fix directly from iTunes for a while now. Apple today launched film downloads in the UK. UK customers can now download films for £10.99 and rent them for £3.49.

The catch for many potential users of the service is that they can get the DVD hard copy version typically for about £1 less than the iTunes purchase price. At launch the service offers 700 movies for rent from many of the largest Hollywood studios.

Just like in the US the films will be available for 48 hours once watching is started and for 30 days when not watched. Brits that don’t have an Apple TV can get one for £199 to watch the films on their TVs. The rentals or purchases can also be watched on an iPod or the computer.

Via Times Online