Apple's media empire was said to be an enormous and fast-growing cash cow. The company could earn US$20 billion each year on apps, books, games, music, softwares and videos.

According to Horace Dediu, an analyst from Apple, the tech titan has 575 million users and each of them spends around US$43 per year for Apple's media products. Dediu stated that iTunes service hit 1 billion television shows and 380 million movies download in June. Apple customers were downloading the file at a climbing rate of 800,000 television show and 350,000 movies per day. Moreover, Apple recently recorded 50 billion app downloads. "As a result, my new estimate for the rate of spending on iTunes video is about $1.75 billion/year," Dediu wrote.

The figure meant that the users of Apple products were increasing their expenses for the company. Analysts stated that this was due to the fact that the tech titan was also trying to increase its offers and the number of users who could access its services. In May, Deidu's estimate about the users' expenses was only US$40 per year. For app store, Deidu only projected US$16 billion earnings.