Apple’s latest announcement gets high-def movie purchases to the iTunes Store. HD TV shows were already available to buy, but HD movies were rental-only. Until now anyway. HD movies will cost you $19.99, and though it isn’t known for sure yet, they’re likely the same H.264 compressed 720p quality.

Purchases will come with both an HD file and an iPod/iPhone-ready SD file and Apple says that HD rentals will now be on the store within 30 days of retail release.