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As reported on Brand Republic on Monday, Apple customers will now be able to download films to their iPods through iTunes, but the latest announcement extends that service to making the downloads available on the same day as the DVD release.

While trailers have previously been available through , consumers will now be able to access full-length library titles and new releases, including 'Pirates of The Caribbean', 'Shakespeare in Love', 'Toy Story', 'The Incredibles' and 'The Rock' set to feature.

Apple aims to make the film download service available for its forthcoming iTV player, and hopes to replicate the choice currently on its TV offering, which has made more than 220 shows ready for download since it debuted a year ago.

Robert Iger, president and CEO of The Walt Disney Company, said the company was breaking new ground in becoming the first to offer a feature films platform for iTunes, which follows the success of ABC and The Disney Channel's download service.

Iger said: "Disney is committed to providing innovative ways for audiences to enjoy their favourite entertainment content, and our association with Apple is yet another example of how we continue to reach consumers on their terms."

New films will cost $14.99 to download, with back catalogue releases expected to be $9.99, significantly undercutting the cost of new DVD releases on the high street and in supermarkets. Howover, UK prices are expected to be higher -- in the US, iTunes downloads cost 99c (53p) each, while in the UK downloads cost 79p.

It is anticipated that Apple will introduce new iPod models that are more suitable for watching films, with screens larger than the current 2.5-inch display.

Steve Jobs, CEO of Apple, said: "In less than a year we've grown from offering just five TV shows to offering over 220 TV shows, and we hope to do the same with movies.

"iTunes is selling over one million videos a week, and we hope to match this with movies in less than a year."

Apple has already released variations on the iPod model, including the Nano, the Shuffle and the 80GB, which can hold up to 20,000 songs or more than 100 hours of videos.

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