On top of today's big iOS 5 update, Apple just launched a new store with the iTunes store full of musical ringtones and custom alert tones. While you were formerly able to buy ringtones in the desktop version of iTunes, the iOS app now lets you purchase and install without a computer. The new alert tones can be used to customize your phone's blips and beeps into a veritable pop culture soundboard. For alert tones, you'll find a medley of Star Wars quotes, classical music excerpts, stock sounds, and Marlon Brando lines, while the ringtone selection is largely songs. Each alert retails for $0.99 (ringtones are $1.29), and the iTunes app will update automatically.