Apple will give a $10,000 iTunes gift card to the customer who downloads the 10 billionth app from the App Store, something that is liekly to happen over the next few days.
As at 1855GMT, the counter on the landing page had registered 9.77 billion downloads and users must download an app rather than movies or a sound track to qualify.
App Store users can download apps only 25 times per day and the use of automated software is strictly prohibited according to the site's terms and conditions.
The winner will also have to disclose his or her name and some more details for marketing purposes. Apple has also launched the Mac App Store on the 6th of January and has already clocked more than one million downloads in the first 24 hours.
The usual terms and conditions apply - you will need to be 18 years old or over and be a legal resident at a participating country to be eligible.
The App store was launched back in July 2008 and can only be accessed via iTunes. There are currently more than 300,000 apps available via the proprietary store with the seven billionth download milestone reached on the 20th of October 2010.
It took the App store less than nine months to reach its first billionth download and less than 18 months to grab another nine billion.