Apple enables movie purchasing on Apple TV

Following this morning’s announcement that new movies from all the major studios will be made available for purchase on the iTunes Store on the same day as their DVD release, Apple has quietly updated the Apple TV’s movie browsing and renting system to allow for the purchase of movies directly from the device. In addition to the ability to purchase films, a “Top Sellers” category, showing the current most popular movie purchases, has been added to the top of the “Top Movies” menu. Apple has previously shown the ability to make live updates to the Apple TV’s iTunes Store sub-menus without the need for a full system update.