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Previously, the iTunes in the Cloud service only applied to music, books and applications purchased through Apple's iTunes Store. But now, users will be able to re-download movies they purchase onto another device.
In addition, television content is available in high-definition 1080p format, allowing it to be natively displayed on the new Apple TV. Previously, content maxed out at 720p, which was the highest resolution output of the previous generation Apple TV.
Now, with iCloud, users will be able to buy movies and TV shows on Apple TV, and then watch them on their iPhone, iPad, iPod touch, Mac or PC. Purchases and other content can be synced across all current devices in Apple's ecosystem.