Apple’s online media store iTunes has finally marched to Bollywood with the service now available to Indian iPad, iPod and iPhone users. Music (both Bollywood and regional), movies and books can be purchased from the store in rupees.

“Customers can choose from over 20 million songs available to purchase and download on the iTunes Store,” an Apple statement said

The store was simultaneously launched in 55 other countries including Russia, South Africa and Turkey, where consumers can purchase both local and international content. At present, it is available in 119 countries.

iTunes’ competitors in the country include the Nokia Music Store and domestic challenger Flipkart’s ‘Flyte’ music store.

iTunes in India offers movies for both rent and purchase, while music is only purchase, with individual songs priced at Rs. 12. Latest albums, such as Bollywood’s ‘Ek tha Tiger’, are available at Rs. 96.

This move comes at a time when rival YouTube is considering rolling out its pay-per-view service for the Indian market.

The rupee conversion pricing works such that a high-definition movie such as ‘Ek Tha Tiger’ is available for purchase at Rs. 490, while its standard version is priced at Rs. 290.

Renting works out to being approximately Rs. 120 (HD version) and Rs. 80 (SD version).

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