Apple and their iTunes store has in recent years become a hot spot for renting and buying movies, mainly for playing on your portable device (iPhone or iPod Touch recommended) but these can with the right hardware be played on the TV.

Today is the start of the Apple WWDC, which traditionally kick off with a huge presentation from Apple where they announce lots of new hardware and software.

Out of all this high tech announcement came a small nugget which went almost unmissed about the new iPhone 3.0 software, Apple are introducing to their mobile iTunes store the ability to buy or rent films.

Imagine the scenario, you���re on a long car journey, or about to board a plane and you want a god movie for the journey, well soon you���ll be able to get our iPhone wherever you are and buy a movie for the journey.

No great shakes but a nice addition to the mobile device.