Apple has begun upgrading some purchased TV shows to 4K in the Apple TV app, extending a perk that has long applied to movies bought through Apple’s digital storefront.

The upgrade was first spotted by Apple TV enthusiast Sigmund Judge, with around 49 TV shows now appearing in 4K SDR for users who previously bought eligible titles.

The upgrades have so far been reported in the US and UK, with availability in other regions still unclear. Australian Apple TV users who have purchased shows through Apple’s TV app or the old iTunes Store will need to check their own library to see whether titles have been upgraded locally.

Apple has offered free 4K upgrades for purchased movies since the launch of the first Apple TV 4K in 2017. Since then, the company has also added free upgrades for formats including Dolby Atmos, HDR10+ and 3D 4K on supported content.

Buy Apple TV 4K - Apple (AU)

The move comes at a time when digital ownership is again under scrutiny, particularly as some entertainment companies move away from physical media or remove access to purchased content because of licensing changes.

Apple’s approach gives its digital store a stronger consumer pitch, as eligible purchases can receive quality upgrades without users having to buy the same show again.

There is one catch. Purchased Apple TV content can generally be downloaded for offline storage only in HD, meaning the upgraded 4K versions are primarily for streaming through the Apple TV app.

The 4K TV show rollout appears to be in its early stages, with more titles expected to be added over time.