Us Brits may still be waiting for our first TV shows from the iTunes Music Store, but the bigger US service has already fuelled 1 million sales of video downloads.
The early success has come in spite of Apple's toe-dipping approach. Three weeks ago in the US it began selling around 2,000 music videos and episodes of popular ABC TV shows like Lost for $1.99 each (£1.12), to be played on the new video-playing iPod.
The best-sellers so far are music videos from artists like Michael Jackson and Kanye West. Steve Jobs was not surprisingly smug with the results, saying that they 'strongly suggest there is a market for legal downloads'.
There are a couple of barriers to big sales on the UK's iTunes, though. Firstly, we've only got some music videos and a few shorts from animation company Pixar. And, even more galling, UK downloads cost £1.89, which we still reckon is daylight robbery compared to the US price.
Steve Jobs added that Apple is working towards improving the content, but the company will need to bolster it considerably to convince UK customers to shell out for TV shows that can be recorded for free with a VCR.
Still, big premiums or not, Apple's considerable clout should soon attract other TV companies with the calibre of Disney - and turn iTunes into a serious PVR.