At a media event in San Francisco today, Apple delivered on its teaser "It's Showtime" by adding movies to its download store and unveiling a cheaper and more colorful line of iPod Nanos, a new iPod Shuffle, an improved video iPod, and an updated iTunes.

The digital-media powerhouse did not, however, deliver a much-rumored iPhone or a widescreen video iPod to complement the movie announcement.

Apple chief Steve Jobs took the stage this morning at the Yerba Buena Center for the Arts in San Francisco and said that the iTunes Music Store will now sell movies from Disney and its subsidiary studios Pixar, Touchstone, and Miramax. The inclusion of Disney in the movie launch was anticipated, as Disney's January 24 acquisition of Pixar gave Jobs a seat on the Disney board of directors.

Disney CEO Robert Iger appeared with Jobs to announce the movie store.

"We're here today to take the next step," he said.

iTunes launches its movie store with 75 films, including The Incredibles, Toy Story, and Pirates of the Caribbean. Most movie titles will sell for $9.99 apiece, with new releases available for preorder for $12.99 and going up to $14.99 after that.

Apple also expanded its line of iPod Nano portable media players today, adding models in five new colors, upping storage capacity to 8GB, and lowering its prices across the board. All of the new Nanos are made of aluminum.

"It's beautiful," Jobs said of the new Nano. "We're bringing back colors."

Jobs rolled out iPod Nanos in green, silver, blue, black, and pink for the 4GB Nano. The company also said that it was adding an 8GB Nano, addressing the recent launch of an 8GB flash player from rival SanDisk. The 8GB Nano comes in black only.

Apple also lowered the prices for its Nano lines, further addressing efforts made by SanDisk in recent weeks to undercut the iPod on pricing. Apple lowered the cost of its 2GB Nano to $149 from $199 and its 4GB Nano to $199 from $249. The cost of the new 8GB Nano is $249.

Jobs said that all of the iPods were getting a makeover, with 60 percent more brightness, extended video playback of up to three and a half hours, and--to the delight of listeners of mix CDs--gapless playback.

"There are a lot of albums that are meant to be listened to from one track to the next," Jobs said. "You might be listening to Abbey Road or Pink Floyd's Dark Side of the Moon, and the end of one track is supposed to connect seamless with the beginning of the next track. Unfortunately, that hasn't happened. We are first the first time today going to put that back together as it was intended to be and offer gapless playback."

The top-line video iPod also saw its storage capacity increased and its price cut. Apple is now selling its 30GB iPod for $249 and a new 80GB iPod for $349.

Even the tiny iPod Shuffle got an update, shrinking to the size of the iPod radio remote. Jobs, who noted that Apple has sold more than 10 million first-generation Shuffles, called the new 1GB model the "world's smallest MP3 player." The Shuffle, which features a built-in cip for wearability, will ship in October and cost $79.

The company also announced iTunes 7, an update of its music store and media-management software that added more ways to view media, as well as free album cover art. iTunes will now have three views for navigating the media on a user's computer. In addition to the view organized by artist, iTunes will now have an album view and a "cover view," which imitates the process of flipping through CDs. Another iTunes addition is a free album-cover art feature.

In addition to movies, Apple also said today that it was adding games to the iTunes store. The cost per game will be $4.99, the same price as many Xbox Live Arcade games.

Finally, in an un-Apple-like move, the company preannounced the release of a wireless video streaming set-top box under code-name iTV. The box looks like a smaller version of the Mac Mini, will sell for $299, and lets users stream video from a computer to a TV. It will hit stores in the first quarter of 2007, Apple said.