Apple has just announced iTunes 7, a new enhancement for the iTunes store that now allows users to download movies, among other things. iTunes 7 now comes with several nice features in the package which now makes things even more convenient for all Apple-lovers everywhere. These features include new album and Cover Flow views of music, TV shows and movies, expanded parental controls, and an iTunes video playback window with on-screen controls. The iTunes store also currently has 75 movie downloads from Walt Disney Pictures, Pixar, Touchstone Pictures and Miramax Films, as well as mini-video games from various manufacturers, all of which are playable on fifth generation iPods.

Mac and Windows users can download iTunes 7 for free on the iTunes online store. However, as far as the availability of TV shows and the like, feature films are available only in the US while while video availability varies from country to country. At the moment, games can only be downloaded in 21 countries and can only be played on fifth generation iPods.

By the way, Steve Jobs has already showcased an upcoming product which has been informally dubbed as the iTV player. Expect more info about this in the future here at QJ.