Apple reports $550B paid to developers as services engagement reaches new highs in 2025

Apple disclosed that developers have earned more than $550 billion through the App Store since its launch in 2008, marking a sharp increase from the $320 billion figure the company last reported in 2023. The updated total was shared as part of Apple’s annual services review, which outlined broad growth across its digital platforms during 2025.

According to the company, the App Store averaged more than 850 million weekly users globally last year, up from 813 million in 2024. Apple said engagement peaked during the holiday period, with record levels of downloads and spending on digital goods and services. Productivity, photo, video, and education apps were among the strongest categories over that period.

The App Store remains a central pillar of Apple’s services business, which continues to draw regulatory scrutiny in multiple markets over its commission structure. Apple typically takes a 30% cut on in-app purchases, with a reduced 15% rate for developers earning under $1 million annually. While Apple emphasized cumulative developer earnings, regulators have increasingly focused on competition, pricing, and platform control within app marketplaces.

Beyond apps, Apple highlighted continued expansion across its media and payments services. Apple TV recorded its highest monthly engagement to date in December 2025, with total viewing hours rising 36% year over year. Apple attributed the increase to a mix of new original releases, global sports rights, and international audience growth. Apple Music also posted record levels for listenership and new subscribers, supported by feature updates and expanded partnerships that extended the service beyond Apple’s own devices.

Apple Pay also showed strong growth, generating more than $100 billion in incremental merchant sales globally in 2025, according to the company. Apple said usage of its payment platform outpaced overall consumer spending growth during peak shopping periods, while also contributing to a reported reduction in fraud.

The services update follows a period of heightened competition in digital media, particularly in music streaming. Apple Music’s growth comes as rival platforms have faced increased public scrutiny over artist compensation models and broader business practices, factors that may be influencing user behavior alongside Apple’s bundled offers and device-linked trials.

Overall, Apple framed 2025 as a year of increased scale across services, with expanded geographic availability for products such as Apple Pay, Fitness+, and Apple News, and deeper integration of on-device intelligence across its ecosystem. The company did not provide forward-looking financial guidance for services but indicated continued investment across content, commerce, and developer tools in the year ahead.