Now with unlimited streaming

Netflix has announced that it will allow subscribers to watch movies and TV shows via its website, with no limits on the number of hours watched.

Announced Sunday, the news comes on the eve of Apple's anticipated move into the movie rental game, according to the AP.

Netflix previously limited the number of hours that its 7 million subscribers could use the streaming service - dubbed WatchItNow - each month, based on their payment plan. Now, customers (except the lowest-tier subscribers) can stream as much as they want from a library of 6,000 titles.

The number offered online pales in comparison to the 90,000 DVDs the company offers by mail, which will remain its main source of business.

Apple is expected to allow customers to view titles on the iPod and iPhone in addition to computers.

Both Netflix and Apple have plans to deliver titles offered online to the TV as well. Apple launched its AppleTV last year, and Netflix has a box coming out later this year with partner LG.