I want to purchase gift cards with my Apple account balance but it’s not going through. Please I need your help as soon as possible. It keep saying I should contact iTunes Store support

1.

If you get a message -> Your purchase could not be completed, you need to update your payment method or add a new one. 

See also the following Apple articles:

Payment methods you can use with your Apple ID

Payment methods you can use with your Apple ID – Apple Support (UK)

Add money to your Apple ID balance

Add money to your Apple Account balance – Apple Support (UK)

If you update your payment method or add funds to your Apple ID balance, It would take about 1 to 3 business days in order to process.

If you're still unable to update your payment method, Contact Apple Support.

Click here for more support and assistance.

2.

I want to purchase gift cards with my Apple account balance but it’s not going through. 

See -> The gift card for everything Apple -> Apple Gift Card - Apple

This 'universal' gift card was launched in the US at the end of July 2020.

Since June 29, 2022, a number of European countries have been added, including Germany, France, Italy, Spain, the UK and the Netherlands.

(on macOS) Click Add money -> iTunes Store opens in iTunes.

See also: App Store & iTunes gift card -> Apple Gift Card - Apple (UK)

Where to buy:

Actually, you can buy an Apple gift card at many places, it depends of course on where you live.

At an Apple Store or an Apple Authorized Reseller in your region certainly, but also at a good bookstore, supermarket and/or drugstore.

See -> How to redeem your Apple Gift Card or App Store & iTunes gift card

How to redeem your Apple Gift Card or App Store & iTunes gift card – Apple Support (UK)

When redeeming a gift card, (1) the amount will be credited to your Apple ID balance and (2) then you need to set your Apple ID balance as your default payment.

(1) See -> Check your Apple ID balance

Check your Apple ID balance – Apple Support (UK)

(2) See -> Change, add or remove Apple ID payment methods

Change, add or remove Apple ID payment methods – Apple Support (UK)

❗️Beware of -> About Gift Card Scams

About Gift Card Scams - Official Apple Support

You can't. Apple doesn't allow iTunes Store credit to be spent on any sort of gift.

(227986)