iTunes customers can now rent and buy films and TV shows in full 1080p HD to enjoy on their TVs.

The company has announced a new version of its Apple TV product, adding a new interface as well as iCloud support for movie purchases.

Apple says the new user interface offers “a simpler, refined user interface making it easier than ever to access your purchased movies, TV shows and music.”

“People are going to love streaming movies and TV shows in 1080p with the new Apple TV, and photos look beautiful displayed at the maximum resolution of your TV,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing.

“Apple TV is easier than ever to use with its new icon-based interface and the ability to access your purchased movies, TV shows and music right from iCloud.”

1080p content is only available on the newest model, which goes on sale on March 16th.

Users of the current 2nd generation model can download a software update which includes the new interface.