Apple has made another announcement today that is definitely going to make a new room of entertainment for users and provide them with a better user experience.

The announcement is about the new availability of HD Movies for purchase on the iTunes store. Until now, Apple only allowed HD movies to be rented for a price of $3.99 but with this new feature, a user will be able to own a HD movie title just for a price of $14.99. Of course, purchasing a title would allow you to watch it whenever you want without keeping a countdown for the rental-time.

The movies available for purchase at the HD movies store on iTunes are encoded and compressed in H.264 with a standard HDTV resolution of 720p.

Also, the good news here is that purchasing a movie would not only allow you to download its HD version but will also allow you to download an iPod/iPhone ready version of the movie so you can enjoy the movie on your favorite portable media device.

Follow this link to access the HD movies store on iTunes.