Apple Music, the music streaming service that's built into iOS products, has topped 10 million subscribers.
Sources speaking with the Financial Times claimed the service hit the landmark figure over the holiday period.
It marks a massive acceleration in growth from October, when CEO Tim Cook said Apple Music had 6.5 million subscribers.
There are, however, caveats. Apple offers a free three-month trial to all users, with an auto-renew function meaning many may be paying for the streaming service without using it.
It’s not clear how many people have failed to switch off the renew option, so a true picture of Apple’s subscriber base is hard to put together.
Despite this, the rate of growth is likely to hit rivals such as Spotify.
Apple Music is now the world’s second largest streaming service and analysts claim it could overtake its Swedish competitor by 2017.
Apple Music launched in June 2015 in over 100 countries, with more expected to be brought on board over the next twelve months.