Apple services post record engagement and expand global footprint in 2025
Developers have now earned more than $550 billion on the platform since its launch in 2008.
Apple said its services business delivered record engagement and broad international expansion in 2025, underscoring the growing scale and importance of the segment to the group’s overall strategy.
The company said the App Store reached more than 850 million average weekly users worldwide during the year. Developers have now earned more than $550 billion on the platform since its launch in 2008, Apple added, highlighting the App Store’s role as a global marketplace for software and digital services.
Payments and commerce were a key driver of growth. Apple said Apple Pay eliminated well over $1 billion in fraud and generated more than $100 billion in incremental merchant sales globally. Apple Pay purchases grew faster than overall consumer spending during the peak holiday shopping period in November and December, pointing to rising adoption for everyday transactions.
Engagement across Apple’s media services also reached new highs. Apple TV set a new monthly engagement record in December, with total hours viewed up 36% year on year. Apple Music recorded all-time highs in listenership and new subscribers, while Shazam generated more than one billion song recognitions per month.
Eddy Cue, Apple’s senior vice president of Services, said the company would continue to invest in innovation across the portfolio, with privacy and customer experience remaining central. He said Apple aims to deliver intelligent enhancements while maintaining strong protections for user data.
Apple also continued to extend the reach of its services globally. Apple Pay is now available in 89 markets and works with more than 11,000 banks and network partners, including over 20 local payment networks. Find My launched in South Korea, while Apple Fitness+ rolled out to 28 additional countries and regions.
Tap to Pay on iPhone expanded to 34 additional markets, bringing the total to 50 markets. Apple said more than 15 million merchants now accept contactless payments directly on an iPhone, without the need for additional hardware.
Looking ahead, Apple said it will deepen its sports offering. From March, every Formula 1 race will be available exclusively on Apple TV in the United States under a new five-year agreement, strengthening the platform’s live sports appeal.
The performance of Apple’s services business reflects a broader shift towards recurring revenue, ecosystem lock-in and global scale, as the company leverages its installed base to drive engagement across payments, media, fitness and commerce.
The Recap
- Apple services recorded record engagement and global expansion in 2025.
- App Store exceeded 850 million average weekly users worldwide.
- Beginning in March, every F1 race will be exclusive to Apple TV.
