First sync attempt get "Apple Mobile Device is not started".

When I attempt to connect a new itouch to sync with itunes I get "Apple Mobile Device Service is not started" unable to connect. The computer runs Windows 7 and itunes is up to date and works with 3 other devices (ipad1,nano 5th gen, iphone 4). I also get the same message when i try and connect an old iphone 3. I cannot find anything on this issue. Please advise. I am not currently using icloud with any device.
Thank you!!

http://support.apple.com/kb/TS1567
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