Apple TV 2.0 owners can now buy movies directly from the set-top box, reversing a limitation that had in place since Apple updated Apple TV earlier this year.
As reported by iLounge, the new feature shows movies available for purchase with a Buy button. That's a change from the updated Apple TV software announced at this year's Macworld Expo and released in February. 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.
Macworld 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.