App Store revenue is going up - but no longer thanks to games

Bank of America has published the latest analysis of App Store revenue: revenues are growing - +12% over the year, but games are no longer at the centre of this growth. The share of games has fallen below 50% for the first time, and users are increasingly spending on non-gaming services - subscriptions, tools, productivity apps and videos.

What's happening

From June 2024 to June 2025, global App Store revenue grew by 12%, while downloads increased by just 4%. This suggests that users were less likely to download and less likely to try new things, but more likely to pay for things they already use. Specifically, we're talking about:

• Subscriptions to AI tools, fitness and meditation apps
• Apps with inbuilt payment systems (including dating, music and VPNs)
• Premium features that are unlocked through regular payments

The main change: games are no longer the top revenue driver. Their share is 45% versus more than 50% years ago. Notion, Tinder and Calm are now at the top, rather than Candy Crush.

The influence of third-party shops?

Despite the launch of AltStore, Epic Games Store and third-party payment in the European Union, Bank of America has seen no significant impact of these initiatives on App Store revenue. According to analysts, the new shops are still too small and users are in no hurry to change their habits.

For Apple, this is good news: the monopoly is holding up, and revenue growth - with no apparent loss.

Source: Investing.com