If you've downloaded the iTunes 7.7 update (that also included the free iPhone remote app) then you will now be able to access the App Store to browse and buy applications for your iPhone and iPod touch, although you'll need 2.0 software to run them on your device.
Categories include games, sports, utilities, weather, lifestyle, music, reference, news, photography, health and fitness, travel, business, entertainment and finance, among others.
There are quick links to applications for iPhone, iPod touch - and - free applications shown in a separate list.
UK pricing for the applications appears to be from 59p to £5.99. Steve Jobs has said there will be 500 applications available from launch, with around a quarter of them free.