Apple has made its iTunes Movie Store available to customers in the UK, starting with around 700 feature films for rental and purchase.

Disney, Paramount, Warner Brothers and Lions Gate UK are among the major studios offering films through iTunes.

Apple will offer separate pricing for older 'library' titles and new releases in line with the US version of the store.

Library films will cost £6.99 to buy and £2.49 to rent, while new releases will cost £10.99 to buy and £3.49 to rent.

Users will have up to 30 days to begin watching rental titles, but the movie will be available for only 48 hours once it has been started.

"We are kicking off movies on the iTunes Store in the UK with over 700 films for purchase and rent," said Apple iTunes vice president Eddie Cue.

"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."

Apple launched the movie service in the US in 2006. By January 2008, it had logged just seven million downloads, prompting chief executive Steve Jobs to admit that the initiative had not met company expectations.

That same day, Job announced the rental service in the hope that the lower prices would encourage more users to get their movies through iTunes.