The Android Market has morphed significantly since its inception, which now allows users to purchase books, music and rent movies, all from within a hub that was originally designed for just apps. To recognize this fundamental shift -- and emphasize the availability of content for sale -- Google is launching a new platform known as Google Play. The move hints at a strategy shift from just Android to the cloud as a whole, and establishes an umbrella brand for the diverse content sold by Google. For example, its Books, Music and Videos apps will now become Play Books, Play Music and Play Movies, while the Android Market itself will take on the moniker of Play Store. Users of Android 2.2 (and above) should notice the software update within the next few days, although other than the new name, initial changes should be minimal. We're also to be on the lookout for a new "Play" tab within the top toolbar of Google's website. To mark the occasion, the company has announced a promotional "Seven Days to Play" sale, which will tease would-be shoppers with discounted apps, books, movies and music throughout the week. For an additional peek at what's in store, you'll find the gallery below and a video after the break.