The launch marks the first time that the LoveFilm Instant service has been available on these mobile devices, though the iOS app was already available for Apple iPads.
LoveFilm said the updated app features a new design and a ‘watchlist’ function that lets viewers access titles they have added from other devices.
AirPlay support has also been introduced, allowing viewers to wirelessly stream content from their mobile device directly to their TV if they also own an Apple TV box.
“Launching the state of the art LoveFilm Instant application on the iPhone and iPod touch is very exciting for us and great news for our members. Not only does it make our market-leading catalogue of film and TV series more portable and accessible than ever before, but with AirPlay support viewers can also benefit from the big screen experience,” said LoveFilm’s chief marketing officer, Simon Morris.