HD movies are now available for purchase from iTunes for playing on Macs and PCs.
Until now, high def movies had only been available to Apple TV owners.
HD Movies will be sold for USD $19.99, while HD rentals will be priced at USD $4.99. Both are in H.264 compressed 720p quality and will come with an HD file and an iPod/iPhone SD file.
Apple said "Transporter 3" and "Punisher: War Zone" are among the titles available immediately.
Preorders are being taken for "Twilight" (set for a March 21 release) and "Quantum of Solace" (March 24).
Interestingly, Apple TV has now gone from having exclusive access to all non-podcast HD content from Apple,then HD TV shows were made available generally in September and now that has broadended to include movies.
Eddy Cue, Apple’s vice president of Internet Services, was confident HD movie purchases would be popular.
"Customers have made HD content on iTunes a hit, with over 50 per cent of TV programming being purchased in HD when available," he said.