Apple has already sold one million videos on the iTunes Music Store in the 20 days since the October 12 debut, suggesting a strong market for legal video downloads. Videos cost US$1.99 each, and currently there are over 2,000 music videos, along with short films from Pixar, and television shows from ABC and Disney.

Apple CEO Steve Jobs said in a statement, "Our next challenge is to broaden our content offerings, so that customers can enjoy watching more videos on their computers and new iPods."

Currently, the selection of television shows is limited, but that's likely to change soon. ABC is negotiating to expand its offerings beyond Desperate Housewives, Lost, and Night Stalker. Other networks may show interest, too, now that Apple can show viewers are willing to pay for downloadable programming.

The iTMS is available for Mac and Windows personal computers and works exclusively with Apple's line of iPod digital media devices. iTMS now operates in 21 countries. In the U.S., the service features more than two million songs, and more than 11,000 audiobooks.