Apple's digital downloads on iTunes have so far only reached 720p (1280x720) making the service limited for many users. However, AppleInsider is reporting that a "handful" of feature films have been submitted to Apple's iTunes Store with documentation for an optional 1920x1080 resolution listed as HD+.

Big film studios such as 20th Century Fox have been thought to have submitted films for a September to October release.

It is also rumoured that a new version of the Apple TV device is on its way, capable of outputting 1080p streams by using the A5 chip that is currently found in the iPad 2. This follows the speculation that an Apple branded TV set is in development.

The main challenge is that for consumers with low internet connection speeds, streaming 1080p content could cause long waits for the buffering process to be complete.