2024 was a strong year for everyone who makes money with apps. The App Store enabled $1.3 trillion in sales and revenue worldwide. The majority of this revenue went directly to developers – more than 90 percent of revenue in the App Store ecosystem was generated without Apple receiving any commission. This is shown by a new study by Professor Andrey Fradkin of Boston University and Dr. Jessica Burley of the Analysis Group.
For developers, the App Store isn't just a digital distribution channel. It's a global platform with over 813 million visitors per week, giving you the opportunity to reach users worldwide. Apple provides not only the technology, but also the tools, infrastructure, support, and security. The figures just released provide a comprehensive insight into how all this pays off—for individual developers as well as entire industries.
Sales in three areas: digital, physical, advertising
The study shows that revenue is distributed across three major categories: digital goods and services, physical products, and in-app advertising.
- Digital goods and services generated revenue of $131 billion in 2024. These include games, photo and video editing apps, and enterprise tools. Apps that support content creation were particularly in demand.
- Sales of physical goods and services exceeded one trillion US dollars. This strong growth was primarily driven by rising demand for online food deliveries, curbside pickup, and grocery shopping.
- In-app advertising revenue amounted to $150 billion. This form of monetization allows many developers to offer their apps for free or at low cost.
Since 2019, spending in all three categories has more than doubled. Physical goods saw the strongest growth, increasing by a factor of 2.6. Games and creative apps drove growth in digital goods, while apps that focus on user engagement drove growth in advertising.
Development by region
Over the past five years, revenue generated through the App Store has more than doubled in the US, China and Europe.
- In the US, spending on digital payments increased sevenfold as mobile payments became commonplace.
- E-commerce grew strongly in China, especially in food, with spending in this sector increasing fivefold since 2019.
- In Europe, spending on delivery services more than tripled, even outpacing increases in retail and travel.
- In Japan, Australia, New Zealand and India, travel apps were among the largest spending categories.
Content apps and AI are gaining importance
Apps for digital content creation became even more popular in 2024. Adobe, for example, released a new Photoshop app for the iPhone, optimized for mobile users. Adobe Lightroom was named Mac App of the Year and offers AI-powered image editing features on Mac, iPhone, and iPad. This development demonstrates that users place greater value on high-quality content and content creation tools—whether for work or personal use.
What Apple does for developers
Apple invests heavily in simplifying app development and distribution. This starts with an integrated commerce system that supports more than 40 currencies and handles tax processing in nearly 200 regions. You can set prices, manage subscriptions, and offer your app worldwide. You also have access to tools like Xcode, TestFlight, App Analytics, and Product Page Optimization. These tools help you develop, test, analyze, and optimize your app. App Store Connect also gives you access to promotional features. Another important aspect is security. In the last five years, Apple has protected users from fraud worth over $9 billion.
Apple supports developers – at all levels
There are also programs like "Meet with Apple," 24/7 support in nine languages, personal consulting, and training at Developer Centers. These are available in the US, China, India, and Singapore, among other places. Apple also operates Developer Academies in Brazil, Indonesia, Italy, Saudi Arabia, South Korea, and the US. Here, students learn everything about app development, design, AI, and marketing – free of charge. Apple Foundation Programs teach the fundamentals in four-week intensive courses. Tools like Pathways, the Apple Developer Forums, and the Feedback Assistant app allow you to connect with other developers, ask questions, or report issues.
WWDC as an annual highlight
The Worldwide Developers Conference (WWDC) takes place once a year. Here, you have access to more than 100 technical sessions, the opportunity to interact with Apple experts, and learn about the latest technologies. The content is available free of charge via the Apple Developer website, app, YouTube, and WeChat. Members of the Apple Developer Program or Apple Developer Enterprise Program can also attend online labs or book one-on-one sessions with Apple teams.
App Store: Growth, stability and tools for your app success
2024 was a record year for the App Store. $1.3 trillion in revenue speaks for itself. Developers worldwide benefit from a stable, secure, and growth-oriented ecosystem. Apple provides not only the platform but also the tools, programs, and support to turn an idea into a successful app business. If you're developing an app or thinking about doing so, the App Store remains one of the best places to reach users worldwide and build sustainable success. (Image: Shutterstock / Tada Images)
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