Apple is reportedly examining ways to increase recurring revenue and improve margins from the App Store, placing one of its most closely watched developer platforms more firmly within the company’s Services strategy. CEO John Ternus and Services chief Eddy Cue are said to be involved in the discussions, according to a report cited by 9to5Mac.
There is no confirmed list of new fees, developer requirements or App Store policy revisions. The report describes an internal strategic direction rather than an announced plan, leaving open the central question of how Apple could seek greater profitability without adding pressure to its developer relationships.
The reported push follows a management change at the App Store. Phil Schiller recently stepped back from overseeing the store and Apple Events, while retaining his Apple Fellow role and the ability to work on special projects. App Store responsibility has moved to Cue’s Services organization, the division responsible for Apple’s subscription and recurring-revenue businesses.
Bloomberg reportedly suggested that Schiller was reluctant to participate in a strategy focused on extracting more recurring App Store revenue, over concerns that it could further strain Apple’s relationships with developers and regulators. The report does not describe an open leadership conflict.
Any attempt to reshape App Store economics would arrive amid continued regulatory and developer scrutiny. Apple recently revised App Store rules for developers in the European Union, introducing a commission structure that can reach 26% for certain transactions through its store and a 5% charge in other scenarios.
The changes follow years of disputes over alternative payment systems, App Store commissions and developers’ ability to direct customers to purchases outside Apple’s platform. The European Commission fined Apple €500 million in 2025 over restrictions related to those practices.
Possible measures such as higher Apple Developer Program costs, more automated app review, or fees aimed at high-traffic companies have been raised as theoretical options, not as confirmed Apple proposals. With the App Store now under Services, the next concrete policy or pricing change will show whether Apple can pursue higher returns while avoiding another clash with developers and regulators.
