Apple announced Wednesday that customers will now be able to store some movies purchased through iTunes on its iCloud online data storage service, which comes before the release of an upgraded Apple TV device.

ICloud now supports movies, starting today, Apple CEO Tim Cook said during a presentation in San Francisco, reported the Ventura County Star.

The new iCloud feature will make it easier to view content on various Apple devices and from different locations. Customers will be able to access movies wirelessly on their iPads and iPhones, regardless of which device was used to purchase the file. The new Apple TV set-top box, going on sale next week, will also be able to access movies from iCloud, allowing people to easily watch them on their TV sets.

The selection of movies that can be stored on iCloud is currently limited to those released by Sony Corp. and Walt Disney Co. Movies from Universal Pictures and 20th Century Fox won't be available at first due to existing deals with HBO that prevent them from putting their movies on iTunes.

HBO has made an exception for its sister company Warner Bros. to participate in the iCloud service, and is expected to do the same for Universal and Fox, said HBO spokesmen Jim Cusson, reported the Star.

Like with any other technological enhancement, we've always been able to find common ground with our studio partners and I'm sure we'll have the same result here, Cusson told the Star.

At Wednesday's presentation, Apple's head of Internet services, Eddy Cue, demonstrated how to access movies on iCloud using a new Apple TV set-top box.

The upgraded device retains its $99 price tag, but is now capable of playing movies in the high-resolution 1080p format.