Apple has expanded its iTunes in the Cloud service to include movies for UK users.
Apple takes the game to Amazon and Google
The move means that UK users can watch films purchased on iTunes on an iPhone, iPad, iPod touch or Mac streamed over the internet, or iCloud. Apple has put the pressure on rival firms like Amazon and Google.
Amazon's Cloud Player is only available in the US at the moment while Google's Play Store does not offer music, magazines or TV shows in the UK. Google Play does allow film rentals to be viewed on another device, though.
The latest update means that UK users can store music, TV shows, apps, books and movies purchased through iTunes in the cloud.
Apple says it has secured rights deals with major studios, including Warner Bros and Universal, to bring the service to the UK, Ireland and 38 other countries around the world, according to The Guardian.