Apple has reached a deal with 20th Century Fox which will see Digital Copy for iTunes technology deployed on DVD's sold in the UK.
The technology basically lets iTunes users legitimately port a copy of their newly-purchased film into their iTunes library for use on an iPod, iPhone or Apple TV. The first film including the new tech is already available on UK high streets, 'What Happens in Vegas', starring Cameron Diaz and Ashton Kutcher.
There are some limitations - you need to hope your iTunes hard drive never fails, as each DVD will only transfer its iTunes Digital Copy to one iTunes library.
Jim Gianopulos, chairman and chief executive of Fox Filmed Entertainment said: "We're thrilled to offer such an incredibly simple way for our customers to get even more out of their DVD purchase."
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