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Apple Computer (AAPL) - Get Apple Inc. Report took its digital media kingdom to the next generation with an updated lineup of its popular players and a new movie and video-game download service.

To prepare for a stronger push into video downloading, Apple updated its flagship iPod player brand with a brighter and "more vibrant" two-and-a-half inch color screen, as well as a longer battery life. The new iPod is available in a 30-gigabyte model at $249 and an 80-GB model, which holds up to 20,000 songs or 100 hours of video, for $349.

Apple also plans to entice video devotees with more than 75 selected movies from



film studios. Movies will become available on the iTunes Store the day they are released on DVD, with new releases priced at $12.99 when pre-ordered and during their first week of availability, and $14.99 thereafter, and library titles available for just $9.99 every day.

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The iTunes store will also now offer downloads of popular video games for fifth-generation iPods, at $4.99 each, including "Tetris," "Mahjong" and "Mini Golf" from

Electronic Arts



In addition, the company introduced three new iPod nano players with higher storage but similar pricepoints as their predecessors.

Shares of Apple were recently off 31 cents, or 0.4%, to $72.19.