Services (App store, Music, TV, ...) accounted for 21% of revenue last quarter. The rest is hardware. App store is some fraction of that 17 billion services revenue. Hardware was 64 billion. So yes they could make billions in services, but it pales in comparison to their hardware revenue. Also, services revenue doesn't happen without selling a huge amount of hardware first, and building the ecosystem, ... All of that had to happen for years before services revenue started to become significant.
