my iphone will not show in itunes

MY iphone connects to my pc andimports photos etc but will not, for love nor money, show in itunes so i cannot put any music onto my new device. i have un-installed and re-installed itunes, i have restarted the apple mobile device service numerous times and it will just not work. what am i doing wrong?

i am on ios 7.0.5 and trying to link directly with lightening usb cable. i cannot sync on wifi as it is a new phone and says i must connect to a computer to then set up the wifi sync.

irritating to say the least!!!