If you want to buy or rent a movie on the Apple TV, you're no longer stuck with iTunes.
The Apple TV streaming box is now opening its gates to allow customers to use other apps to buy video.
The first iTunes competitor to arrive is Vudu.
It's a streaming service owned by Walmart.
Now adding VUDU is a big deal and here's why.
When you buy a physical blue ray disk or DVD, it often says a free digital copy of the movie is included.
Well, in many cases, you can watch that digital copy with a code redeemed on VUDU.
Now, if you want to purchase a movie on VUDU, you can not do it from Apple TV.
It's a pain, But you have to do it first on a computer, and then it'll show up on the Apple TV app.
Even though it's annoying, the benefit of buying a movie on Vudu is that you could watch it on other non-Apple devices, like some Android tablets.
And Vudu will not be alone.
Amazon Video is also coming to Apple TV later this year.
So even if iTunes is easiest, Apple customers still have other options to buy and watch digital movies.
And that'll help Apple TV better stand up against the Roku and other streaming devices.
I'm Bridget Carey.
You'll can find a comparison between all the major streaming devices, on cnet.com.