You probably knew Microsoft was officially launching Windows 7 today after months of beta testing. But that doesn't mean that CEO Steve Ballmer didn't have a few surprises up his sleeve at launch event.

Some of the coolest new features weren't actually from Microsoft. Partners including CBS, Netflix, and Amazon introduced new applications that work with Windows 7.

CBS content including full-length TV shows will now be available directly from Windows 7 Media Center. At a time when Fox, NBC, and ABC are making streaming content available through the Hulu web site, CBS has been holding out. And now maybe we know why. While Hulu Desktop presents a pretty decent 10-foot interface for watching Hulu content, the usage agreement says you're technically not supposed to plug in a TV to use the application. Windows 7 Media Center, on the other hand, is all about making the experience of watching PC content on a big screen TV easier.

Microsoft also announced that there will be an updated version of the Netflix streaming video app for Windows 7 Media Center as well as integration with the Zune video podcast library and content from MSN and MSNBC.

Meanwhile, Amazon is introducing a new Kindle application for Windows 7. It supports multi-touch gestures and allows you to read Kindle eBooks with color photos and supports pinching to zoom. So if you don't feel like dropping $260 on a physical Kindle, it looks like you can turn your Windows 7 notebook or tablet into an eBook reader capable of handling content from the Kindle store... albeit one with much shorter battery life than the Kindle eBook reader.

Today's announcement shows that Amazon is expanding its Kindle ecosystem well beyond dedicated devices. The company also offers an iPhone version of the Kindle reader. The Kindle for PC application will be available in November.

[via SlashGear]

Amazon's Kindle might have some competition on its hands. Google has just announced a new e-book store called Google Editions, that will deliver books to any device with a web browser. Although Google isn't launching an e-reader device like the Kindle, it will support e-books that customers buy from stores like Amazon.com or Barnes and Noble. Google Editions is slated to launch in the first half of 2010.

This obviously won't hurt Amazon's e-book sales too much, but it might cut into sales of the Kindle. Why buy a really expensive device when you can read the same books on the devices you already have? From what we've seen in the past, though, Amazon is much more concerned with book sales than device sale. They did create the Kindle app for iPhone, after all. Also worth noting: Google's history with electronic versions of books isn't entirely a successful one. They're still resolving legal issues over Google Books, a project which has already scanned over 10 million books and made them searchable.

[via Mashable]