According to a new report from Bloomberg’s Mark Gurman, Apple is actively exploring additional ways to monetize the App Store and increase its recurring App Store revenue. The effort is being led by newly appointed Apple CEO John Ternus and services chief Eddy Cue, who are seeking to raise margins on a platform that already generates an estimated $30 billion in App Store revenue annually for the company.
The push to grow App Store revenue comes at a pivotal moment for Apple’s services business. During its July earnings call, the company acknowledged that regulatory changes have begun to weigh on Services growth. While Apple reported record services revenue of $30.7 billion for the June quarter, the figure fell short of the $31.4 billion that analysts had expected. The gap highlights growing pressure on one of Apple’s most important profit centers and explains why leadership is so focused on finding new ways to boost App Store revenue.
Schiller’s Departure Signals Internal Disagreement
Interestingly, Gurman ties this renewed focus on App Store revenue to Apple Fellow Phil Schiller’s decision to step away from running the App Store and pursue other unspecified projects. Now 66 and approaching retirement, Schiller appears to disagree with the direction leadership wants to take regarding App Store revenue strategy.
According to internal sources cited by Gurman, “there was no internal blowup or anything like that, [but] it’s something he wanted no part of.” The implication is clear: Schiller believes aggressive monetization tactics will only antagonize developers and invite further government scrutiny, ultimately harming App Store revenue in the long run.
The 27% Commission Controversy
Schiller’s concerns about protecting App Store revenue are not without precedent. During Apple’s legal battle with Epic Games, he testified that he initially opposed the 27 percent commission Apple wanted to charge on purchases made outside the App Store. He cited compliance risks and the potential for developer backlash that could threaten sustainable App Store revenue growth.
In court, Schiller expressed worry that the fee would create an “antagonistic relationship” between Apple and developers. He also voiced concern about Apple becoming “some kind of collection agency” that might need to audit developers who didn’t pay. These warnings now appear prophetic as Apple’s App Store revenue faces increasing pressure from multiple directions.
Regulatory Pressure Mounts on App Store Revenue
Apple has not collected fees from App Store link-outs in the U.S. since April 2025, after being found in contempt of court for charging the 27 percent commission. A judge ordered the company to stop the practice, though the Supreme Court has agreed to hear Apple’s challenge to the contempt ruling. This legal uncertainty continues to impact App Store revenue projections.
The regulatory headwinds extend beyond American borders and are already affecting global App Store revenue. Analytics firm Appfigures reported in August that Apple’s U.S. commission revenue from the App Store has fallen 18 percent since the start of 2026. The firm also found declining App Store revenue in Brazil and Japan, both countries having introduced new regulations affecting digital marketplaces.
Leadership Restructuring
As part of this strategic shift to protect App Store revenue, Apple is moving responsibility for the App Store back to Eddy Cue, who previously oversaw it until 2015 when Schiller took over. Carson Oliver, a long-standing member of the App Store team, will handle day-to-day operations under Cue’s direction. This restructuring suggests Apple is serious about finding new revenue streams, even as it faces legal and regulatory obstacles to maintaining App Store revenue growth.
The company’s services segment, including App Store revenue, remains critical to its overall financial performance. Leadership appears determined to protect and grow this revenue source, despite the challenges. Whether new monetization methods will succeed in boosting App Store revenue or backfire remains an open question.
Developer and User Reactions
The news has sparked significant discussion within the Apple community. Many developers and users have expressed concern about the company’s direction under new CEO John Ternus. One commenter noted that the App Store consistently scores among Apple’s worst-performing areas in user satisfaction surveys, asking, “Are they tone deaf?” regarding the push for more App Store revenue.
Another commenter warned that this type of news makes developers want to avoid selling through the App Store altogether, which could ultimately hurt App Store revenue. Several users voiced disappointment with Ternus’s early leadership, with one stating, “My excitement for new-CEO John Ternus is diminishing quickly.” These reactions highlight the delicate balance Apple must strike in its pursuit of higher App Store revenue.
The Supreme Court has yet to decide on Apple’s challenge to the contempt ruling regarding the 27 percent commission. Meanwhile, Apple continues to face regulatory pressure in multiple countries, creating an uncertain environment for its services business and future App Store revenue growth.
As Apple explores new ways to maximize App Store revenue, the company must balance its financial objectives against developer relations and regulatory compliance. Schiller’s departure from the App Store’s day-to-day management signals a philosophical shift, but the long-term impact on App Store revenue remains to be seen.
For Apple, the challenge is clear: grow App Store revenue without alienating the developers and users who make the platform valuable. How John Ternus and Eddy Cue navigate this tension will define a significant chapter in Apple’s services strategy. Whether their approach succeeds in boosting App Store revenue or follows Schiller’s warning of developer backlash will shape the App Store’s future for years to come.
