Apple has revealed that its App Store supported a staggering $1.3 trillion in billings and sales throughout 2024, and remarkably, 90% of that didn’t involve Apple taking a cut. The announcement comes just days before the company’s highly anticipated Worldwide Developer Conference on June 9.
This new figure highlights how Apple’s digital ecosystem continues to expand, not just through in-app purchases but across a broad range of economic activities. Most of the revenue generated came from physical goods and services, which crossed the $1 trillion mark. From food delivery to online grocery shopping, users are spending more than ever through apps.
Digital Tools, Real Revenue
Apple also reported $131 billion in billings from digital goods and services alone in 2024. This includes mobile games, creative tools like photo and video editors, and business-focused enterprise apps. In-app advertising was another major contributor, pulling in $150 billion during the same period.
Spending in all three categories — digital goods, physical goods, and in-app ads, has more than doubled since 2019. The most explosive growth came from physical goods and services, which grew over 2.6 times in just five years.
Apple’s App Store has long been positioned as a gateway for developers to reach consumers worldwide. The company says its store not only boosts visibility but also offers the tech backbone needed to run a reliable app-based business.
Legal Pressure and New Directions
Still, Apple’s tight control over its platform is facing growing scrutiny. Developers have pushed back, arguing that Apple’s restrictions limit how they can process payments and engage with customers. That pressure has led to changes.
In the U.S., a major court ruling in the Epic Games case has forced Apple to allow developers to link users to their own payment systems. This shift could chip away at Apple’s commission structure. Meanwhile, in Europe, the Digital Markets Act is pushing Apple to offer even more flexibility to developers.
The new data stems from a study commissioned by Apple, led by Professor Andrey Fradkin from Boston University and Dr. Jessica Burley of Analysis Group — a team that’s helped Apple defend its App Store in past antitrust battles.
ALSO READ: iOS 19 (or iOS 26): All the Rumored Changes Apple Could Be Bringing to Its New Operating System
Global Growth and Future Outlook
According to the study, the App Store’s impact isn’t just limited to the U.S. Sales and billings have more than doubled in markets like China and Europe since 2019. In the U.S. alone, digital payment spending has grown more than sevenfold, reflecting how embedded mobile transactions have become in everyday life.
Apple also highlighted its ongoing investment in developer tools, including fraud detection systems, analytics platforms, and coding frameworks. With an average of 813 million weekly App Store visitors globally, Apple is making the case that its ecosystem is still thriving — and vital — even as the rules around it begin to shift.
As developers push for more control, and regulators keep a close watch, Apple’s App Store remains a giant, one that’s learning to adapt in a world where power is being rebalanced.