APPLE IS making new films available for online purchase through its iTunes store on the same day as they are released on DVD.
Major studios providing titles for the service include 20th Century Fox, Walt Disney, Warner Bros, Paramount, Universal and Sony Pictures.
Unfortunately for Irish film buffs, the service is currently only available in the US and Apple did not return calls yesterday seeking comment on when it might be available here.
In the US, new movies will cost $14.99 (€9.75) for download, while older titles will sell for $9.99. Buyers need a credit card with a US billing address.
Apple has made video content, including television programmes and films available for download through iTunes since 2005.
This new move puts Apple in direct competition with DVD rental shops.
Once downloaded, the films can be viewed on video iPods, iPhones and Mac or Windows computers.
Although some video is available to Irish consumers, they are not yet able to purchase or rent TV shows or films using iTunes.
Broadband provider HomeVision provides its subscribers films and television shows to rent, primarily from the BBC, for a price between €1 and €2.50.
Next week, Moviestar.ie, which operates an online DVD rental service, will move into downloads. Content is provided by BBC, the Biography Channel and others.
"We are in ongoing negotiations to secure new content," said co-founder Gavin McConnon.