Apple has launched its much aniticipated TV device in the UK this week, letting users stream films from its online store direct to their TV sets.
Apple TV costs £99, and the device plugs directly into TVs to stream films as well as play music from an iPad, which can act as a remote control for the box.
The move sees Apple muscle in on Sky and Virgin Media’s territory, who both offer video on demand services.
In the US, Apple has agreements with broadcasters to offer 99 cent rentals of TV shows, but currently no deals have been signed with UK content providers.
At the launch of Apple TV, company CEO Steve Jobs said: “This tiny, silent box costing just £99 lets users watch thousands of HD movies and TV shows, and makes all of their music, photos and videos effortlessly available on their home entertainment system.”
Apple faces competition from Google, which is working with partners including CNN and Sony to launch similar boxes by Christmas, and has revealed that its system can run downloadable apps.