iTunes is a proprietary digital media player application, introduced by Apple Inc. on January 9, 2001, at the Macworld Expo in San Francisco. The latest version, iTunes 8, was announced at Apple's September 2008 keynote Let's Rock. The application is used for playing and organizing digital music and video files. The program is also an interface to manage the contents on Apple's popular iPod digital media players as well as the iPhone. Additionally, iTunes can connect to the iTunes Store via the Internet to purchase and download music, music videos, television shows, applications, iPod games, audiobooks, various podcasts, feature length films and movie rentals (not available in all countries), and ringtones (available only in the USA). It is also used to download applications for the iPhone and iPod touch as long as they are running the 2.X firmware.