We can't say we're too terribly fond of purchasing movies on a proprietary set-top-box (à la VUDU), but for those with no real attachment to physical media, Apple's looking to hook you up. Aside from announcing that day-and-date DVD releases were coming to iTunes, Cupertino has also enabled its Apple TV to purchase full-length films; prior to today, users could only rent them for a window of time. Details are pretty scant at the moment, and we're not even sure if HD films can be purchased (or if a premium is added on), but feel free to fire up your box and let us know how it goes in comments below.

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