According to the latest rumors, Apple is considering New ways to increase App Store revenue. Driving the move are the company’s new chief executive John Ternus and services chief Eddy Cue. New strategies will fit into the context of recent strategies Phil Schiller decides to step down as App Store executive. Apple academicians reportedly won’t be particularly supportive of these new initiatives, fearing they might Increasing tensions with developers and government authorities.
a risky move
Apple Fellow Phil Schiller has left App Store management to work on other projects. As Bloomberg’s Mark Gurman reports in his usual Power On newsletter, Schiller would not specifically support the new initiative. This information comes from sources within the company and therefore, as always, must be treated with caution in these circumstances. However, Gurman points out, There will be no conflicts within the company. In short, Schiller would choose not to participate in initiatives that he believed could “anger developers and governments.”
In addition, in the legal battle between Apple and Epic Games in February 2025, Schiller Initial objection to 27% commission Apple intends this to apply to purchases made outside the App Store. This position is particularly relevant given the company’s recent moves: in fact, starting in April 2025, Apple no longer charges commissions Purchases made through external links. The Supreme Court has also agreed to hear the company’s appeal against the contempt ruling, but has yet to make a decision.
Reduced income?
Last July, during a financial results conference call, Apple admitted Regulatory changes impact revenue. The company reported services revenue of $30.7 billion in the quarter ended June, still a new record. Although lower than analysts’ expectations of 31.4 billion, it is a huge number.
Cupertino ‘leaving Intel Mac behind’: Developers can make apps exclusive to Apple Silicon
Analyst firm Appfigures said in August that Apple’s commission revenue (in the U.S.) was A decrease of 18% from the beginning of 2026Brazil and Japan also experienced declines. It’s unclear how Ternus and Cue hope to increase revenue, but we’ll let you know as soon as we learn more.
