It was announced way back in January at the start of Macworld, but now, after delays, Apple TV "Take 2" is now available.
US users can now benefit from movie and TV episode rentals direct to their Apple TV box for $2.99 (or $3.99 for a HD movie) or $1.99 respectively.
You can also watch YouTube videos through Apple TV, peruse your .Mac Web Gallery and Flickr photos, and buy songs and music videos through iTunes.
The update is available free for existing Apple TV owners but for those of you who aren't, the price of the box has been lowered from $299 to $229.
But - again - only Stateside.
For Apple TV UK owners, you just get to glare over the Atlantic until Apple has some news for you too.