iTunes LP (referred to in pre-launch press by the code name Cocktail) is a format for interactive album artwork introduced by Apple Inc. on September 9, 2009. It is similar to the CMX format being developed by the three major record labels, and operates within the iTunes 9 to iTunes 12 software, allowing the user to view multimedia elements alongside the music. This format is also used to bundle extra content (known as iTunes Extras) with selected movies at the iTunes Store.