Apple's iTunes is the de facto virtual storefront for iOS users looking to access digital video content, but now Google's elbowing its way into that tidy ecosystem. The search giant just dropped an iOS version of its Google Play Movies & TV app onto the App Store, giving users an alternate media library to browse. Just like Amazon's video on demand app, there's no support for buying or renting on the device itself, in order to avoid Apple taking a cut off the top. Users will need to pick out their content on another platform like desktop PC or Android, and then flick through their selections for streaming (over WiFi only currently). Version 1.0.1 brings Chromecast support right away, but there's no AirPlay option for Apple TV right now. We'll wait and see if that and other features like downloading for offline viewing arrive in future updates, for now you can grab the app here.

Update: This post has been updated to reflect that the iOS app cannot currently be used to rent or purchase content from Google Play.