Muddying the water slightly is Apple's own attempts to drive sales past the 500m mark, which included a monster giveaway to the buyer of download number 500m. Prizes included ten iPods, an 10,000-song iTunes gift card and an all-expenses paid trip for four to see Coldplay live. Apple also said it would hand over an iPod Mini and a 50-song bundle every 100,000 songs.
What's next for iTunes? Well, sources close to Apple say that the service will likely expand to include videos, selling at $1.99 a go.