Aug. 4, 2005 - Apple finally convinced Japanese music labels to sign up to the iTunes Music Store, and service began in Japan. "We're super excited about this," Jobs said in Tokyo. "We've been working on it for a long time." Fans appeared excited too and a million songs sold in four days.
Sept. 7, 2005 - Apple teamed up with Motorola and Cingular to launch the first mobile phone with iTunes. The ROKR was like "an iPod shuffle on your phone," said Jobs.
Oct. 12, 2005 - iTunes 6 added support for video and introduced music videos, Pixar short films and television programs to the store. A million videos were sold in the first 20 days of service. Among the first TV shows: "Desperate Housewives" and "Lost," for US$1.99 per episode.
Feb. 23, 2006 - iTunes Music Store downloads topped one billion songs. "I hope that every customer, artist and music company executive takes a moment today to reflect on what we’ve achieved together during the past three years," said Jobs in a statement.
Jan. 9, 2007 - The counter passed 2 billion song downloads.
May 30, 2007 - With the backing of music label EMI, Apple launched DRM-free downloads under the name "iTunes Plus." EMI tracks were priced at $1.29, slightly higher than the average $0.99 for DRMed music. However by October the store offered over 2 million DRM-free songs for 99 cents. Jobs called EMI's move "the next big step forward in the digital music revolution."
July 31, 2007 - iTunes Store downloads topped three billion songs.
Jan. 9, 2008 - Apple moved to standardize iTunes prices across the European Union after the European Commission opened an antitrust investigation into the pricing. "The Commission is very much in favor of solutions which allow consumers to benefit from a truly Single Market for music downloads," Competition Commissioner Neelie Kroes said.
January 15 2008 - Apple launched iTunes Movie Rentals with tie-ups with major film studios. New releases cost US$4.99 and older movies cost $3.99.
April 3, 2008 - The iTunes Store surpassed Wal-Mart to become the number one music retailer in the U.S.