Confirming a move oft speculated in recent months, Apple has now launched its iTunes Movie Store in the UK.

The UK store launches with about 700 feature films for rental or purchase. Content partners include 20th Century Fox, Disney, MGM, Sony Paramount, Warner Bros, and Lionsgate UK. Universal is not offering films through the site.

Like the US store, there are different price structures for new releases and library titles, and different costs for rentals and purchases. New releases will cost about $21.40 (£10.99) for downloads-to-own and $6.80 (£3.49) to rent. Older films will cost $13.60 (£6.99) to buy and $4.85 (£2.49) to rent. For an extra charge, select titles are available in high definition.

In comparison, downloads at another UK download service, LoveFilm, downloads-to-own start at $11.60 (£5.99).

Rentals can be watched in a 30-day window but only for a 48-hour time period. Titles on offer initially include I Am Legend, Into The Wild and Hitman.

The UK marks the first international store opened outside of the popular US offering, along with a 1,200-film Canadian store now offered.

Apple VP of iTunes Eddy Cue said: 'We think customers in the UK are going to love being able to enjoy their favourite movies on their iPod, iPhone or on a widescreen TV with Apple TV.'

Meanwhile, the Shorts International short film catalogue is also now available on iTunes UK. The catalog includes Call Register and Oscar winner Six Shooter. The shorts are downloads-to-own for $2.90 (£1.49) or downloads-to-rent for $1.54 (£.79).

The SHORTSTM collection includes Oscar winners and nominees, AFI films and CGI animations from Blur Studios.