Apple has added a 'Buy Now' button to its Apple TV 2.0 software allowing US users of the set-top box to buy movies directly.
Up until now, Apple TV users could only rent movies directly from their set-top box; movie purchases were limited to the desktop version of iTunes, which could then sync with Apple TV.
PC Advisor's sister title Macworld US confirmed the existence of the new feature by buying There Will Be Blood directly on an Apple TV. The purchased movie then synced back to the linked iTunes library, just as music or TV shows bought through the set-top box do.
The ability to buy movies directly from the Apple TV comes at the same as Apple's announcement that movies would be available for purchase at the iTunes Store on the same day as their DVD release. Previously, movies appeared on iTunes within 30 days of their availability on DVD.