Apple iTunes downloads hit 25 billion

Apple's iTunes music store has served up more than 25 billion downloads, the company has confirmed.

Apple said that the milestone download occurred Tuesday when Phillip Lüpke of Germany purchased "Monkey Drums" by Chase Buch. For downloading the winning song, Lüpke will receive a special iTunes gift card worth €10,000.

"We are grateful to our users whose passion for music over the past 10 years has made iTunes the number one music retailer in the world," said Apple senior vice president of internet software and services Eddy Cue.

"Averaging over 15,000 songs downloaded per minute, the iTunes Store connects music fans with their favourite artists, including global sensations like Adele and Coldplay and new artists like The Lumineers, on a scale we never imagined possible."

The milestone comes less than two years after the company hit the 10 billion download mark with its music service. It had taken Apple seven years to reach that milestone, but less than two years to more than double it.

Meanwhile, Apple is believed to be readying a new delivery model to accompany its retail service.

Users have uncovered hidden components within iOS which make reference to a paid music streaming service. Apple has yet to provide any formal comment on a planned extension for the service.