Apple’s iTunes Hits 10 Billion Downloads: A Milestone That Changed Music Forever

On February 23, 2010, Apple’s iTunes Store reached an unprecedented milestone—10 billion music downloads. This wasn’t just a number; it was a cultural and commercial revolution that reshaped the global music industry. The 10 billionth download? “Guess Things Happen That Way” by Johnny Cash, purchased by Louie Sulcer of Woodstock, Georgia, who unknowingly became part of tech history.

The Moment That Defined a Generation

By 2010, Apple’s iTunes Store had transformed from a bold experiment into a cultural juggernaut. In less than seven years, it had turned the fight against piracy into a thriving digital marketplace. The 10 billion download mark wasn’t just a celebration—it was a statement. Apple had proven that digital music sales were the future, even as streaming services loomed on the horizon.

A Personal Call from Steve Jobs

Louie Sulcer, a father of three and grandfather of nine, had no idea he was part of Apple’s “Countdown to 10 Billion Songs” promotion when he downloaded the track. He was simply making a Johnny Cash mixtape for his son. When Steve Jobs personally called to congratulate him, Sulcer was skeptical.

“He called me and said, ‘This is Steve Jobs from Apple.’ I said, ‘Yeah right,'”

Sulcer later told Rolling Stone. He initially thought it was his son playing a prank. It wasn’t until he saw the caller ID read “Apple” that he believed the call was genuine. As part of the promotion, Sulcer won a $10,000 iTunes Store gift card and a personal phone call from Jobs—a moment he’ll never forget.

A Legacy of Milestones

February 2010 wasn’t just a big month for iTunes—it was a defining moment. Apple officially became the world’s largest music vendor, a title it had been building toward for years. But this wasn’t the first time Apple celebrated a sales landmark.

• December 15, 2003: Apple marked its 25 millionth download with Frank Sinatra’s “Let It Snow! Let It Snow! Let It Snow!”
• July 12, 2004: The 100 millionth song was Zero 7’s “Somersault (Dangermouse remix),” purchased by Kevin Britten from Hays, Kansas. Britten also received a $10,000 gift card and a personal call from Jobs, plus a 17-inch PowerBook.

Apple’s Shift in Transparency

Today, Apple takes a different approach to celebrating milestones. The company no longer reports individual iPhone sales, even after passing the 1 billionth iPhone sold. In 2023, Apple quietly mentioned its user base had hit 2 billion active devices, a number that has now risen to 2.5 billion-plus. The company is equally tight-lipped about Apple Watch, Apple Music, and Apple TV+ viewership numbers, viewing such information as competitive and preferring not to constantly one-up itself.

A Legacy That Lives On

The 10 billion download milestone wasn’t just a number—it was a testament to Apple’s ability to reshape industries and redefine how we consume music. It marked the end of an era for physical media and the beginning of a new one for digital downloads. Even as streaming services dominate today, the legacy of iTunes remains undeniable.

What was your first iTunes purchase? Share your memories in the comments below.

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