I think for Clarity I need some explaining. I dont have any hard data or fact, and I doubt anyone would have because of the sensitive nature.
But it is just some Numbers from Facts and Data put into to it and guess work.
If we look into the list of patents from HEVC from three patents pool, along with those missing such as Technicolor, the list from Apple is comparatively very tiny. As a matter of fact I would be surprised if they even get 2% from it given hundreds of companies are in the license pool.
Lets assume Velos Media is in good faith ( FRAND ) and charges similar to MPEG-LA and HEVC Advance, the total is estimated to be capped at roughly $100M per Enterprise annually. Despite a huge market increase in volume since H.264 era, the amount of Consumer Electronics companies ( Enterprise ) is actually not growing. While we are shipping ~1.2B Smartphone every year, ( A market that doesn't even exist during H.264 invention ) Huawei, Apple, Samsung represent over 50% of the Smartphone unit volume already. Top 10 vendor represent close to 90%. Once you factor in Tablet, PC, are in similar situation and many overlap ( since they are by the same Enterprise and count towards the cap ). The total addressable market from HEVC patents is at best $3B from large volume vendor ( $100M Cap x 30 Enterprise ) . You tie in the loose end from other electronics, Blu Ray disc at $2B per year. You are looking at a Total of ~$5B.
Ignoring the 2% Apple exempt from their own products and they actually paid 100M annually. $100M is exactly within the 2% they received from ~5B pool.
Generally Speaking in Reality Apple has many cross licensing agreement with like Samsung, Qualcomm and LG etc they are highly unlikely to be paying anywhere close to the Cap as they will all be exempt from it. And Apple would also not be getting anywhere close to 2% mark, but the argument is still the same.