Now purchase movies directly from AppleTV

Apple has updated the AppleTV software to now include a feature that shows movies that are available for purchase via a “Buy” button.

After a feature is purchased your AppleTV will sync back up with iTunes moving the film into your iTunes library for viewing on your PC, Mac, iPod or iPhone.

Now, if only they’d knock the price of a rental off your purchase price if you chose to buy the movie…they DON’T, of course…but man, wouldn’t that be nice?