In yet another move towards tablet and smartphone viewing Sky has today confirmed that its Now TV app for viewing internet TV on an iPad or iPhone is now available for download from the App Store.

So best get the eye test booked in , watching Premier League on an iPhone isn’t our idea of the ultimate experience in home automation. However when it comes to Xbox then that is a different proposition as we can integrate that into a high definition matrix and route it around the home with ease.

The service will initially offer access to Sky Movies with no contract, set-up costs or installation fee. Subscribers will be able to view on a PC, Mac and selected Android smartphones from July 17th.

Owners of iPhones and iPads will be able to use the service within the next month, with Xbox users getting it later this summer and YouView when it launches.

Now TV customers can ‘pay & play’ for instant access to a selection of more than 1000 films through the Sky Store, including the latest ‘now on DVD ‘ releases.

Alternatively, for an all-you-can-watch experience, the monthly Sky Movies Pass gives instant and unlimited access to around 600 films, including recent blockbusters.

Anyone signing up for the Sky Movies Pass gets a free 30-day trial before having to pay the £15/month fee,

Later this year, Now TV will get additional content: Sky Sports including Premier League, cricket, rugby and golf, as well as channels including Sky1, Sky Arts and Sky Atlantic.

“We are targeting the 13 million non-pay TV households out there with a no commitment, no contract way of delivering Sky content they want in a dip in and dip out way,” said BSkyB managing director of sales and marketing Stephen van Rooyen. “The whole idea is to have something ‘not Sky’, it is purposely designed to attract new customers.”