Apple says its App Store facilitated $1.4 trillion in 2025 sales

Apple announced on Thursday, ahead of its Worldwide Developers Conference (WWDC) beginning next week, that its App Store facilitated over $1.4 trillion in developer billings and sales in 2025. This total represents an increase from the $1.3 trillion the technology giant announced last year around the same time. A key point emphasized by Apple is that 90% of the $1.4 trillion involved transactions where developers did not pay any commissions to the company.

According to the report, the total billings and sales for 2025 are distributed across physical and digital categories:

• Physical goods and services: This category accounted for $1.1 trillion of the total, driven by transactions in sectors such as retail, grocery delivery, ride-hailing, and travel.
• Digital goods: Billings and sales for digital goods reached $149 billion, an increase from the $131 billion reported last year. These transactions are typically subject to a commission rate of 15% to 30%, depending on the transaction type and business size.
• In-app advertising: Revenue from in-app ads grew to $151 billion in 2025, up slightly from the $150 billion recorded in 2024.

The App Store attracted over 850 million average weekly users across 175 countries and regions in 2025. In its announcement, Apple specifically highlighted the growth of artificial intelligence, noting that 40 of the top 100 apps in 2025 featured consumer-facing AI capabilities. These AI-enabled apps saw stronger billing growth than the other top 100 apps on the platform. This trend could be setting the stage for an announcement at WWDC regarding Apple’s plans to allow AI agents on its App Store, as has been rumored.

The study was conducted by the economic consulting firm Analysis Group, which has worked with Apple for years to assess the value of its app ecosystem. The publication of these figures comes as Apple continues to navigate regulatory pressure and legal battles concerning its platform fees. The study also highlighted regional expansion, reporting that over the last six years, App Store billings and sales more than tripled in both the U.S. and Europe, while more than doubling in China, with most of this growth attributed to physical goods and services.

Why it matters

The figure is meant to represent how the App Store creates financial opportunities for mobile developers that extend beyond sales from in-app purchases. It also helps to frame Apple’s portion of this business as a much smaller portion of the overall pie.