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.

Yep. And Apple's doing a lot of advertising for the iPod Touch based on the availability of games - which are all third-party.

I disagree. Their current 'There's an app for that' advertising campaign is clearly targeted at people who would like certain applications on their phone, irrespective of the phone itself. If they see the iPhone can do what they wish, they will be more inclined to purchase one.

I personally know of several people who have recently purchased iPhones and the App store was a major consideration for them.

I totally disagree — the iPhone isn't that great of a phone without 3rd party apps. I mean, it has an awesome browser and such, but I cant imagine owning a phone which didn't have a big 3rd party ecosystem behind it.