According to RollingStone, Louie Sulcer from Woodstock, Georgia thought he was bring pranked.
He called me and said, This is Steve Jobs from Apple. I said, Yeah right, Sulcer tells Rolling Stone. I have a son that loves to play tricks and he does that every now and then calls me and imitates somebody. After three or four times of asking Come on now, who is this, Sulcer realized that his caller ID read simply Apple, and only then did he believe that Jobs was on the line.
Sulcer's winning download was Johnny Cashs Guess Things Happen That Way. He downloaded the song for a mix of Cash songs he was making for his son. Completely unaware of Apple's contest and having never heard the song before, listened to iTunes 30-second preview and bought the track. I really liked it. It had some really good pickin in it. So thats how I got to that song, Sulcer says.
With $10,000 to spend I'm sure he will be able to make a lot more mixes in the future.