Apple App Store Statistics 2025 [Updated Insights]

Apple Revenue by Region (2020 - 2024, in $ billion)
Year	USA	Europe	China	Japan	Rest of Asia Pacific
2020	124.5	68.6	40.3	21.4	19.6
2021	153.3	89.3	68.3	28.4	26.3
2022	169.6	95.1	74.2	25.9	29.3
2023	162.5	94.2	72.5	24.2	29.6
2024	162.5	94.2	72.5	24.2	29.6

• iOS average annual spending per user in the U.S. is about $140 
• Consumer spending in the U.S. App Store alone is estimated to hit $43 billion, up from $38 billion in 2024.
• Globally—with $138 billion in revenue and billions of users—ARPU broadly aligns with the U.S. average range.

2.4) Number of Active Apps

• There are over 1.56 billion active iPhone users in the world.
• The United States has 155 million iPhone users.
• 31% of iPhone users are female, while 28% of iPhone users are male.
• A large portion of iPhone users, around 43%, are between the ages of 18 and 34

2.5) Top Categories by Revenue

• TikTok was the top-grossing app of 2024, generating $2.33 billion in revenue
• Gaming apps dominate App Store revenue, making up roughly 60% (~$82 billion) of total revenue in 2025
• Non‑game apps, including subscription-based categories like lifestyle and health, contribute the remaining ~40%, with strong growth in health/fitness and lifestyle segments 
• Subscription-based apps represent nearly 44% of App Store revenue

2.6) Apple’s Revenue Share by Segment

• iPad generated $26.69 B in revenue, representing 6.83% of its total revenue.
• iPhone generated $201.18 B in revenue, representing 51.45% of its total revenue.
• Mac generated $29.98 B in revenue, representing 7.67% of its total revenue.
• Service generated $96.17 B in revenue, representing 24.59% of its total revenue.
• Wearables, Home, and Accessories generated $37.01 B in revenue, representing 9.46% of its total revenue.

3. iPhone Market Insights

3.1) iPhone Market Share in the US

Here’s a table with recent data on iPhone/iOS market share in the US since 2020:

3.2) iPhone App Spending

• Global consumer spending on premium apps, in-app purchases, and subscriptions (App Store + Google Play) is expected to reach $270 billion in 2025.
• Out of this, the App Store (iOS) alone is projected to generate approximately $185 billion.
• This reflects a 21% compound annual growth rate (CAGR) through 2025 for the App Store.
• In the United States, App Store spending is estimated to reach $74 billion in 2025.
• The CAGR for U.S. App Store spending is projected at 19.6%.

3.3) Top 10 Highest-Grossing iOS Apps

Top 10 Apps by Revenue
Rank	App Name	Revenue (USD)	Monetization
1.	YouTube	$2.33 billion	Subscriptions (YouTube Premium), ads, rentals, purchases
2.	TikTok	$2.33 billion	Ads, virtual gifts, in-app currency
3.	Tinder	$1.2 billion	Subscriptions (Plus, Gold, Platinum), Boosts, Super Likes
4.	Honor of Kings	$1.87 billion	In-game purchases (skins, heroes)
5.	Monopoly Go!	$1.58 billion	In-app events, packs, ad offers
6.	Royal Match	$1.46 billion	Boosters, extra lives
7.	Roblox	$1.19 billion	Robux purchases, premium memberships
8.	PUBG Mobile	$1.18 billion	Skins, Battle Passes
9.	Last War	$1.15 billion	In-game upgrades, events
10.	Whiteout Survival	$1.00 billion	Subscriptions and item purchases

4. User Behavior Trends on iOS

Let's take a look at iOS user behavior trends:

4.1) Average Time Spent on iOS Apps Daily

• The average daily time spent on iOS apps varies, but global averages for all mobile app usage (including iOS) range from 3 to 5 hours.
• Usage varies by category:
  • Social Networking: 1.5 hours per day.
  • Entertainment: 1.2 hours per day.
  • Gaming: 1 hour per day.
  • Productivity: 0.5 hours per day.
  • Health & Fitness: 0.3 hours per day.

4.2) App Uninstall Rate by Platform (iOS)

 

4.3) User Retention Benchmarks

Retention rate tells us how many users continue using an app after installation. 

• Day 1 Retention Rate (iOS): 27% of users returned to the app within the first 24 hours after installation. (If your app retains more than a third of users on Day 1, you're doing great!)
• Day 7 Retention Rate (iOS): Drops to 13%. (It means about half of the Day 1 users are still engaged)
• Day 30 Retention Rate (iOS): Averages around 7%. (Most users either stop using the app or uninstall it.)

4.4) iOS App Categories with Highest & Lowest Retention

Retention depends heavily on the type of app and user behavior:

• High Retention: Utility applications like weather apps see strong retention, since users check them regularly.
• Low Retention: Travel-related apps (e.g., airline apps) tend to have low 30-day retention – users often install them for a one-time purpose (like checking a boarding pass) and then uninstall after use.

5. User Reviews & Ratings

Let's dive into Apple User Reviews & Ratings 2025:

5.1) Customer Loyalty iPhone Stats

• 80% of iOS users stay loyal to Apple after their first iPhone purchase, never switching to another operating system.
• 12% experimented with Android but eventually returned to iOS—highlighting strong brand stickiness.
• Only 8% made a permanent switch to a different platform and have no plans to return to iPhone.
• 54% of iOS users upgrade yearly, buying the newest iPhone as soon as it’s released.
• 22% upgrade every two years, typically aligning with carrier contract cycles or performance needs.
• The remaining 24% prefer to hold onto their iPhones for three years or longer before replacing them.

5.2) American Apple Pay User Penetration Forecast

Apple Pay adoption in the U.S. is steadily increasing and is expected to continue its upward trajectory over the coming years:

• In 2025, Apple Pay user penetration is projected to reach 22.3% of eligible users.
• By 2026, this figure is anticipated to grow to 23.3%.
• In 2027, penetration is forecasted at 24.1%, edging closer to a quarter of the market.
• The upward trend continues with an estimated 24.8% penetration in 2028.
• By 2029, Apple Pay usage is expected to climb to 25.3%.
• Finally, in 2030, the forecast predicts that 25.7% of eligible Americans will be using Apple Pay, marking significant and steady growth in contactless payments adoption.

5.3) iOS App Store Performance Overview (2025)

Let's take a look at Apple App Store 2025 market statistics:

• Revenue Generated: The iOS App Store generated an impressive $138 billion in 2025, showcasing its dominance in app monetization.
• User Spending: iOS users spend nearly twice as much per app compared to Android users, reflecting higher engagement and willingness to pay.
• Geographic Revenue Concentration: Over 60% of Apple’s app revenue comes from users in the U.S. and Europe, indicating strong purchasing power in these regions.
• Gaming Revenue: iOS gaming revenue is 25% higher than Android’s, despite fewer downloads, highlighting stronger in-app spending on iOS.
• Subscription Revenue: Apple’s subscription revenue is nearly 3 times higher than Google Play’s, driven mainly by lifestyle, entertainment, and productivity apps.
• App Retention: The App Store experiences 40% lower app churn than Android, thanks to superior user experience, seamless payment integration, and higher device retention.
• Repeat Purchases: iOS users are 36% more likely to make repeat purchases within apps compared to Android users.
• App Ratings: iOS apps have a higher average rating of 4.6 stars versus 4.2 stars on Android, reflecting better overall app quality.
• Revenue Per Install (RPI): The average RPI on iOS is $2.12, compared to $0.85 on Android, emphasizing the premium market dynamics of iOS users.

6. App Store Fraud Prevention & Policy Enforcement (2025)

Let's look into Apple App Store fraud prevention & policy enforcement 2025:

• Fraudulent Transactions Prevented: Apple has prevented over $9 billion in fraudulent transactions over the past five years, with more than $2 billion blocked in 2024 alone. 
• Stolen Credit Cards Blocked: In 2024, Apple blocked the use of over 4.7 million stolen credit cards on the App Store. 
• Fraudulent Accounts Terminated: Apple terminated over 1.6 million accounts for fraudulent activity in 2024. 
• Risky App Submissions Blocked: Nearly 2 million risky app submissions were blocked from reaching users in 2024. 
• App Review Process: All apps and app updates undergo a two-level review process, including automated and human review, to ensure compliance with App Store guidelines. 
• Content Moderation: Apple moderates live apps, ads, and user ratings and reviews to prevent the distribution of illegal or harmful content. 
• Human Resources for Moderation: As of February 2025, Apple employed 577 content moderation specialists proficient in English, with additional resources for other EU languages. 

7. Emerging Markets & Growth Opportunities for iOS in 2025

Let's get into the details of Apple's emerging market trends & growth opportunities in 2025:

• India, Brazil, Nigeria, and Vietnam are the fastest-growing iOS markets, each showing double-digit growth rates.
• India’s iOS user base grew 23% year-over-year, fueled by localized pricing and strong sales of the iPhone SE.
• Nigeria’s iOS app revenue is projected to reach $610 million in 2025, up from $490 million in 2024.
• Localized content, languages, and payment methods are now essential for success in emerging markets.
• Southeast Asia leads in install-to-subscription conversion rates, with the Philippines topping at 14.2%.
• Apple Pay’s cross-border payment support has boosted paid app accessibility in underserved regions.
• Health, fintech, and education apps see 2–3x higher adoption in developing countries compared to global averages.
• Emerging markets will account for 34% of all new App Store downloads in 2025.
• Indie developers in Africa and Southeast Asia are 6x more likely to launch freemium apps, reflecting local demand sensitivity.
• App App Store featured listings now reflect regional preferences, improving discoverability by 40%+

8. iOS Recent Developments in 2025

Let's understand the recent development of iOS in 2025:

8.1) iOS 26 & Apple Intelligence

• iOS 26 introduces a major design overhaul with a new material called Liquid Glass, enhancing system experiences across iPhone, iPad, Mac, Apple Watch, and Apple Vision Pro.
• Apple Intelligence is now more powerful, offering on-device AI capabilities across all Apple devices, enabling smarter and more personalized user experiences.

8.2) iPhone 17 & Upcoming Devices

• iPhone 17 is expected to launch in September 2025, featuring larger display sizes, ProMotion across the lineup, Wi-Fi 7, and an upgraded selfie camera.
• iPhone 16E (SE) was released earlier this year, featuring Face ID and Apple Intelligence support.

8.3) U.S. Manufacturing Expansion

• $600 Billion Investment: Apple has announced an additional $100 billion investment in U.S. manufacturing, bringing its total commitment to $600 billion over four years. This includes partnerships with companies like Corning, Coherent, Applied Materials, Texas Instruments, and Broadcom.
• Chip Production: Samsung will produce advanced digital image sensors for future iPhone models at its semiconductor plant in Austin, Texas, marking the first global use of this innovation.

8.4) New Product Launches

• AirPods Pro 3: Expected to feature an updated design and improved active noise cancellation.
• Studio Display 2: A new model with mini-LED backlighting is anticipated to launch in late 2025 or early 2026.

8.5) Financial Snapshot

• Stock Price: USD 213.25
• Market Cap: $3.01 trillion
• P/E Ratio: 30.28
• EPS: $6.59

9. Future Outlook

Here we've discussed the iOS Apple app future outlook, let's get into the details:

9.1) On-Device AI & Machine Learning:

Apple’s AI framework powers over 1 billion active devices, with on-device machine learning improving performance and privacy. iOS 26 expands AI capabilities across apps, boosting user personalization.

9.2) Augmented Reality (AR) & Mixed Reality (MR):

Apple’s Vision Pro and ARKit ecosystem are projected to generate $4.5 billion in revenue by 2026, driven by enterprise adoption and consumer AR apps. The installed base of AR-capable devices is expected to exceed 100 million by 2027.

9.3) Advanced Silicon Chips (Apple Silicon):

Apple’s M3 and A18 chips deliver up to 30% faster processing and 50% better energy efficiency than previous generations, enabling enhanced AI workloads and graphics rendering.

9.4) Wireless Technology (Wi-Fi 7 & 6E):

iPhone 17 and newer devices support Wi-Fi 7, enabling speeds up to 30 Gbps, reducing latency, and improving AR/VR streaming and gaming experiences. Wi-Fi 6E adoption in iPads enhances connectivity in congested environments.

9.5) Battery & Charging Innovation:

New battery technology in Apple devices promises 20% longer battery life and 30% faster wireless charging, supporting all-day use for AR/VR and 5G applications.

9.6) Health Technology & Sensors:

Apple Watch Series 9 introduces advanced health sensors capable of monitoring blood glucose, hydration levels, and early detection of atrial fibrillation with 95% accuracy.

9.7) Privacy & Security Technologies:

Apple’s Secure Enclave now supports hardware-accelerated homomorphic encryption, enhancing data privacy while allowing secure AI computations on-device.

9.8) Quantum Computing Research:

Apple has quietly invested in quantum computing research, aiming to integrate quantum-resistant encryption algorithms in iOS by 2030. 

How Apptunix Will Help You Build a Future-Ready iOS App?

At Apptunix, the number #1 iOS app development company, we don’t just build iOS apps — we craft high-performing digital experiences that Apple users love. From ideation to App Store launch, our expert iOS developers ensure your app stands out in a competitive market. Whether you're targeting iPhone, iPad, or Apple Watch users, we help you leverage the full power of the Apple ecosystem.

• Swift & SwiftUI Mastery – We use the latest Apple technologies to create sleek, fast, and responsive apps.
• Pixel-Perfect UI/UX – Our design team crafts intuitive interfaces aligned with iOS Human Interface Guidelines.
• Full-Cycle Development – From wireframes and prototyping to deployment and support, we handle it all.
• App Store Optimization – We optimize your app for discoverability and downloads with App Store compliance.
• Security & Scalability – We build your app with enterprise-grade security and room to grow.

With 1,500+ apps delivered and a 95% client satisfaction rate, Apptunix is your trusted partner to turn an iOS app development idea into a profitable reality.