A study sponsored by Apple and conducted by economists from Analysis Group indicates that the App Store enabled approximately $1.1 trillion in developer billings and sales in 2022. The findings were shared by Apple today as part of an ongoing initiative to showcase the advantages of the App Store and the achievements of developers on the platform.
Out of the $1.1 trillion estimate, about $910 billion came from the sale of physical goods and services transacted outside of the App Store, while in-app advertising contributed $109 billion, and digital goods and services made up $104 billion. The estimate accounts for sales from businesses of varying sizes. For transactions involving physical goods and services, no commission was collected by Apple.
Apple imposes a 15 to 30 percent fee on app purchases, in-app purchases, and in-app subscriptions via the App Store, but does not charge a fee when users perform actions such as ordering groceries online or booking an Uber ride through an Apple device. In the study’s terminology, “billings” refers to app purchases, in-app purchases, and subscriptions, while “sales” applies to goods and services.
A year-over-year increase of 29 percent in developer billings and sales was observed, with the most significant growth in the travel and ride-hailing services sectors. The App Store has experienced consistent growth over the past few years, rising from $643 billion in 2020 to $868 billion in 2021, and surpassing a trillion in 2022.
Analysis Group asserts that direct app monetization represents a small fraction of the commerce driven by the App Store, as developers can monetize via ad-supported content, sales of goods and services outside the App Store, and physical goods and services.
According to Apple’s press release on the matter, the App Store has “remained a safe and trusted marketplace for users, thanks to Apple’s rigorous App Review process and robust privacy and security protections.” The article emphasizes the numerous measures Apple has in place to help foster user trust and prevent fraudulent transactions.
Since the App Store’s launch 15 years ago, developers have made a total of $320 billion directly from the platform. There are currently 123 times more apps available compared to the end of 2008, with over 370 billion app downloads since the platform’s inception. Games constitute the largest number of apps, followed by business and education apps.
This is the second report from Analysis Group that Apple has released this month, with the previous study focusing on the App Store’s impact on small businesses. Today’s study offers a broader overview of the entire App Store ecosystem. Analysis Group has been delivering similar reports for Apple since 2020 as the company battles against App Store regulations in several countries.