Apple touts $1.4 trillion in App Store billings and sales, 90% of which commission-free

Apple on Thursday provided its annual update on the state of the App Store ecosystem ahead of its Worldwide Developers Conference (WWDC) that starts next week. The tech giant said its App Store facilitated more than $1.4 trillion in developer billings and sales in 2025, a number higher than the $1.3 trillion it announced last year around this time.

This number, which includes all business done through apps on its platform, is intended to represent how the App Store creates financial opportunities for mobile developers beyond sales from in-app purchases. It also helps frame Apple’s part of that business — a commission on in-app purchases of digital goods — as a much smaller part of the overall pie.

As Apple noted in its announcement, 90% of the $1.4 trillion was related to transactions in which developers paid no commissions.

Breaking it down further, the 2025 total includes $1.1 trillion in sales of physical goods and services and $149 billion in invoices and sales of digital goods. The latter is largely charged at a rate of 15% to 30%, depending on the type of transaction and the size of the business, which is higher than the $131 billion that Apple announced last year. No matter how it’s presented, it’s still a multi-billion-dollar market that Apple is taking a piece of.

Additionally, Apple said in-app revenue from advertising reached $151 billion in 2025, compared to $150 billion the previous year.

Apple also confirmed that the App Store will see more than 850 million weekly users on average from 175 countries and regions in 2025.

Notably, Apple cited AI apps in particular, noting that 40 of the top 100 apps in 2025 have consumer-facing AI capabilities, and these apps have seen stronger billing growth than other apps in the top 100. This could pave the way for a WWDC announcement about Apple’s plans to allow AI agents into its App Store, as has been rumored.

The company is also preparing to make its own AI announcements at WWDC, with an expected revamp of Siri and deeper integration of AI into its operating systems.

Apple’s announcement noted the growth of the App Store in China as well, adding that in the past six years, billings and sales facilitated by the App Store in the country have doubled. Meanwhile, App Store billings and sales more than tripled in the US and Europe. Again, most of this is attributable to physical goods and services, such as retail, grocery delivery, ride-hailing services, travel, and more.