This is a really good example of mutual benefit marketing. The 45m is nothing to sneeze at, but it's gross, so their actual take may be minimal, but it's a fantastic service to their customers and drives hardware sales for them.

I honestly think it's the only future of marketing as the mindshare we're all vying for becomes more and more saturated/savvy. I've written about this a few times at my agency's blog (http://voltagecreative.com/blog/?s=mutual+benefit) and I'll probably do a write up on this.

I believe that iTMS has evolved into a revenue machine for Apple.