Apple Eyes Third-Party AI Apps to Revive Services Growth

The App Store, once the undisputed engine of Apple’s services division, is currently navigating a period of volatility. While the company reported a record number of paid subscriptions, growth has been tempered by a slump in mobile gaming and mounting legal challenges. Regulatory shifts in regions including the United States, Brazil, and Japan have eroded commission revenue, forcing a departure from the company's historically rigid control over in-app payment systems following the Epic Games litigation.

Investors are now speculating that Apple may seek to reclaim lost ground by distributing third-party AI agents directly through its marketplace. Such a strategy would likely mirror the company’s existing commission model, effectively taxing the revenue generated by these tools. Despite the uncertainty surrounding these plans, leadership remains optimistic about the December quarter, projecting growth between 8% and 9% even as they account for ongoing headwinds in third-party licensing and foreign exchange fluctuations.