Apple on Tuesday announced plans to become the entertainment center of attention in consumers' living rooms.

Apple CEO Steve Jobs unveiled a plug-in device that will stream music and video wirelessly between televisions and computers, reports the BBC. Dubbed iTV for now, the hardware will be released in early 2007. Apple also launched a new service allowing users to download movies ($12.99 for new releases, $9.99 for older films), and has distribution deals with four studios - all owned by Disney, where Jobs is a board member.

"Now, you can get great content online. It's playing now on a computer near you. You can play it on an iPod near you and it is coming to a TV near you," Jobs is quoted as saying. "Pretty much whatever kind of setup you've got, iTV fits in."

The new device - a small box about the size of three stacked CD cases - will sell for $299 and is intended to be a two-way connection between computers and home entertainment systems. Before iTV's launch, Apple will attempt to sign on more movie studios.

Apple also introduced larger-capacity versions of its iPod music players, featuring longer battery life and faster, easier searching of songs.