Apple’s services business just capped what the company is calling a “record-breaking year,” according to comments shared by Eddy Cue, Apple’s senior vice president. The headline: Apple’s ecosystem of paid services and digital platforms keeps expanding, with more people using the App Store, higher Apple Pay activity, and a big surge in Apple TV engagement.
In 2025, Apple reported 850 million average weekly App Store users, up from 813 million in 2024. Apple Pay also crossed a major milestone, surpassing $100 billion in merchant sales. On the entertainment side, Apple said monthly engagement on Apple TV jumped 36%, signaling that streaming is becoming an increasingly important piece of its services strategy.
A major number that stands out for developers is how much money Apple says it has paid out through the App Store since it launched in 2008: $550 billion. That total reflects a sharp increase compared with Apple’s prior disclosures. The company had previously said payouts reached $260 billion as of 2021, up from $200 billion in 2020—making the new figure a sign of just how much the App Store economy has scaled in recent years.
That growth comes with continued scrutiny. The App Store typically takes a 30% commission on in-app purchases, though Apple offers a reduced 15% rate for small businesses—generally developers earning under $1 million per year. This commission structure has drawn ongoing regulatory pressure worldwide, with concerns raised about competition and market power.
Apple Music and Apple TV gain momentum in streaming
Apple’s entertainment services also appear to be accelerating. Apple said Apple TV hit all-time viewership records in December 2025, while Apple Music delivered its best year ever for listenership and new subscriber growth—an attention-grabbing result in a streaming landscape long dominated by Spotify.
Apple credited Apple Music’s progress to a mix of product features and partnerships. The company pointed to its “Sing” feature (a karaoke-style listening option), along with partnerships involving big brands such as GM and Chase. Apple also highlighted Shazam’s scale, noting that it generates more than 1 billion song recognitions per month—an on-ramp that can naturally push music discovery toward Apple’s own services.
Apple TV’s rise was also tied to a combination of new titles and established favorites. Apple cited new hits such as “Pluribus” and “The Studio,” alongside ongoing successes like “Severance.” The platform also expanded its sports footprint with major streaming deals involving Major League Soccer and Formula 1. Apple’s movie “F1” became the highest-grossing film ever for Apple Studios and was also the highest-grossing film of Brad Pitt’s career, giving Apple a notable win in theatrical entertainment as well as streaming.
Why Apple Music may be pulling in more subscribers
Apple Music’s growth may also be benefiting from factors beyond features and content. Spotify has faced renewed controversy around CEO Daniel Ek’s investment firm leading a €600 million investment in European defense tech company Helsing, which develops AI-powered military software and strike drones. In response, several artists—including Xiu Xiu, Sylvan Esso, King Gizzard & the Lizard Wizard, and Deerhoof—removed their catalogs from Spotify in protest.
That’s not the only reputational challenge Spotify has dealt with in recent years, ranging from criticism over COVID-19 misinformation tied to Joe Rogan’s podcast (previously a Spotify exclusive) to ongoing debate about artist payments and payout models.
At the same time, Apple Music’s traction may come down to simpler reasons: some listeners may prefer its experience, especially if they’re tired of feeling boxed in by heavy algorithmic recommendations on other platforms. And price incentives matter, too. Apple Music continues to draw in new subscribers with a three-month free offer that’s often bundled with the purchase of new Apple devices—an appealing option for consumers trying to cut costs or maximize value in uncertain economic times.
Taken together, Apple’s 2025 numbers paint a clear picture: the company’s services segment is growing across payments, apps, and entertainment, with the App Store’s reach and developer payouts underscoring its scale—and Apple Music and Apple TV showing real momentum in the streaming race.
