Apple Plans to Squeeze More Revenue From the App Store, Report Says

Apple is reportedly exploring additional methods to generate revenue from its App Store, aiming to boost the company's recurring income, according to a recent report. In his latest Power On newsletter, Bloomberg's Mark Gurman revealed that recently appointed Apple CEO John Ternus and services chief Eddy Cue are spearheading this initiative to enhance margins from the App Store, which currently yields Apple an estimated $30 billion per year annually.

The move appears to be linked to Phil Schiller's departure from the App Store's leadership to focus on other unspecified endeavors. As Schiller, now 66, edges closer to retirement, he reportedly believes that such decisions may alienate developers and governments. Gurman noted that there was no internal dissent regarding this decision, with Schiller expressing that he did not wish to be involved.

Back in February 2025, during Apple's legal dispute with Epic Games, Schiller testified that he had initially opposed a 27 percent commission Apple sought to charge on purchases made outside the App Store. He raised concerns about potential developer backlash and the risk of Apple functioning as a developer collection agency, which could necessitate audits of developers failing to pay.

Apple ceased collecting fees from App Store link-outs in the U.S. in April 2025 following a court ruling finding the practice contemptuous, with the Supreme Court agreeing to hear Apple's appeal to overturn the ruling. In the interim, Apple is reportedly transitioning the App Store's management to Eddy Cue, who previously oversaw the division until 2015 when Schiller assumed responsibility.

Carson Oliver, who has been involved with the App Store team, will oversee its daily operations. Apple acknowledged during its July earnings call that regulatory changes are starting to impact its Services growth, reporting services revenue of $30.7 billion for the June quarter, surpassing the record but slightly below the $31.4 billion forecast by analysts.

Appfigures, an analytics firm, reported in August that Apple's U.S. commission revenue from the App Store has declined by 18 percent since the beginning of 2026. The study also found a downward trend in App Store revenue in Brazil and Japan, following both nations' introduction of new regulations.