Not a clue what I'd do with a $100 iTunes card. I've bought maybe $50-75 worth of iTunes stuff ever, mostly apps (including a $20 RPN calculator app. I like MP3s (w/o DRM) for music, so Apple's not even in the game - Amazon gets the small amount of music I buy now (most of the library was bought or ripped years ago). Likewise, Apple's books are completely uninteresting since they also lock you to their ecosystem, so Amazon's Kindle app wins there again, too. I generally don't pay for apps, and fully expect to die without ever paying to watch a video on a screen smaller than a credit card - when I do watch movies, it's on a big TV screen, usually Amazon Prime or Netflix, so Apple loses again. I really love my Apple devices, but I'm not ever going to be a big iTunes customer.