This is undoubtedly a milestone for Apple.
That is the point: FOR Apple. I see some parallels here with TOYOTA. TOYOTA became obsessed with their goal in becoming the automobile manufacturer with the greatest volume of sales. We all know what this has led to and Akio Toyoda admitted to getting their priorities mixed up. I would sincerely and honestly hate for Apple to go down the same path.
I hope that the winner lives in the USA as they will benefit most as they have the largest selection of contents on iTunes. I hope to goodness it is not someone in Japan as they will have a hard time trying to spend this amount on the limited contents in Japan.

No movies

No TV shows

Limited amount of music videos
I often wonder what exactly the local Apple companies are doing in each country. I would hope that they are constantly and conscientiously working towards lobbying contents providers to put their products onto iTunes. Whilst the blame may lie mostly with the hard headed attitude of the contents providers, I feel that we also have to question and apply pressure onto Apple to make more of an effort in this area. I simply feel that effort is somewhat lacking.
The wonderful technology that Apple has given us is full of promises and potential. Therefore, when the corresponding content is not available to us, the feeling of dissatisfaction is all the greater.