I Am Legend will be available via iTunes in the UK
Apple has started offering movies for sale or rent to UK users of iTunes.
More than 700 titles will be on offer from the launch date, 100 of which will be available in high-definition.
Many of the titles on sale for downloading via iTunes will be going on sale on the same day they are released on DVD, said Apple.
New releases cost £10.99 to buy and £3.49 to rent. Movies from the iTunes library cost £6.99 to buy and £2.49 to rent. HD versions cost £1 more.
Those renting films have up to 30 days to watch what they have downloaded and once they have started watching it have 48 hours to finish viewing.
Once downloaded films can be watched on an iPod, iPhone or through Apple TV.
Apple said films from Fox, Disney, Paramount, Warner, MGM, Sony International and Lionsgate would be available via iTunes.
Early titles available for download include I Am Legend, National Treasure 2, Hitman and Into The Wild.
ITunes in the US started offering movies for sale or rent in early 2008.
In the online movie watching market Apple faces competition from rivals such as Amazon, Netflix, Blockbuster and even Microsoft via its Xbox 360 gaming console.