Google has today unleashed a brand new app on the iOS App Store in the form of ‘Google Play Movies & TV‘. The new app allows Apple iOS users to watch their movies and TV shows previously purchased from the Google Play Store and is available for iPhone, iPod and iPad. The app also allows the streaming of new purchased or rented movies or TV shows from the Google Play store to the Google Chromecast device.
The new app represents a significant challenge to the iTunes Store and the Apple TV, although their is one minor hitch which limits the functionality. Due to tight Apple restrictions on in-app purchases, users will have to buy movies or TV shows on a computer through the Google Play store before they become available to stream using the iOS App, a feature which will likely cause some frustration among users.