2025 marked a record-breaking year for Apple services

2025 was a record-breaking year for Apple services, marked by unprecedented growth, global expansion, and continuous innovation.

UPDATE

January 12, 2026

2025 marked a record‑breaking year for Apple services

Apple’s Eddy Cue reflects on an outstanding year for Apple services

2025 was a record-breaking year for Apple services, marked by remarkable growth, global expansion, and continuous innovation. From Apple TV, Apple Music, and Apple News, to daily essentials like Apple Pay and iCloud, we delivered enriching experiences to users worldwide. Reflecting on 2025, we remained committed to enhancing our users’ daily lives, with incredible engagement during the holiday season.

Apple services had a banner year, rolling out game-changing features for customers while shattering records. The numbers reflect the incredible enthusiasm of our customers, whether it’s downloading an exciting new app or game, watching the hottest new show with family and friends, listening to their favorite songs, or shopping with peace of mind. The App Store alone saw over 850 million average weekly users globally, with developers earning over $550 billion on our platform since 2008. Apple Pay also made a significant impact by eliminating well over $1 billion in fraud, while generating more than $100 billion in incremental merchant sales globally, and purchases made through Apple Pay significantly outpaced the overall growth in consumer spending levels during the peak holiday shopping period in November and December. Apple TV eclipsed all prior viewership records in December 2025, while Apple Music reached all-time highs in both listenership and new subscribers.

We marked milestone anniversaries across services, including Apple Podcasts, Music, News, and more — each made possible by the artists, creators, journalists, and storytellers who bring these platforms to life. And we brought services to more users across the globe than ever before, with Apple Pay now available in 89 markets, Find My launching in South Korea, and Apple Fitness+ expanding to 28 additional countries and regions.

New updates to services delivered increasingly personalized, fun, and easy-to-use experiences for our users. Apple Wallet leveraged Apple Intelligence to make it easier for users to keep track of their orders, and Apple Maps made users’ Preferred Routes and Visited Places easily accessible using on-device intelligence. Apple Music’s AutoMix mixed songs seamlessly like a DJ, while Lyrics Translation and Pronunciation broke down language barriers. AI-powered features like Enhance Dialogue, automatically generated chapters, and links in Apple Podcasts ensured everyone could personalize their listening experience and better navigate their favorite shows. Fitness+ added digital dubbing in Spanish and German, and introduced Custom Plans that automatically create personalized workout schedules based on user preferences. Apple Invites brought people together for all kinds of life occasions, capturing memories through direct integration with Shared Albums. Apple Arcade expanded its catalog of highly rated games with more than 50 new titles for families to enjoy, all without ads.

As we look ahead, we’ll continue to bring innovation and intelligent enhancements to Apple services, always guided by our commitment to privacy and a phenomenal customer experience.

— Eddy Cue, Apple’s senior vice president of Services

Apple invests every day to ensure the App Store remains a safe and trusted place for users to find great apps. This consumer trust led to unprecedented engagement on the App Store in 2025, with over 850 million average weekly users spanning 175 countries and regions, helping developers grow their businesses and reach new customers around the world with the click of a button. Storefronts including the U.S., Japan, India, and China saw record visitors during the year.

Developers selling digital goods and services on the App Store have earned more than $550 billion since 2008, when the platform first launched. This figure represents just a fraction of the overall commerce the App Store supports: In 2024, the App Store ecosystem facilitated $1.3 trillion in developer billings and sales, with more than 90 percent of that commerce going directly to developers, with zero commission paid to Apple.

The App Store saw a record number of visitors between Christmas Eve and New Year’s Day, and customer spending on digital goods and services over this period also hit a record. Productivity apps and photo and video apps were key growth drivers, and education apps like Simply Draw: Learn to Draw and Toca Boca World were among the most popular with customers during the holiday period.

[The App Store is shown on iPhone 17 Pro.]

The 2025 App Store Awards recognized 17 exceptional apps and games that helped users ignite their creativity, achieve new milestones, and savor everyday moments with family and friends.

Apple TV’s engagement this past December soared, with total hours viewed up 36 percent compared to the previous year, setting a new record for monthly engagement. This milestone was fueled by robust audience growth across Europe and Latin America, continued expansion in the U.S., and the global streaming debuts of F1, Pluribus, and The Family Plan 2, as well as the timeless Peanuts classic A Charlie Brown Christmas. The landmark year was propelled by Apple’s summer blockbuster F1 — the No. 1 movie at the global box office, the top film on Apple TV, and the highest-grossing sports movie of all time — as well as the premiere of Apple TV’s biggest series to date, the widely acclaimed Pluribus.

[A still from Apple’s “F1 The Movie.”]

Apple Studios’ summer blockbuster F1 was the No. 1 movie at the global box office.

[A still from Apple TV’s “Pluribus.”]

The critically acclaimed Pluribus is Apple TV’s biggest series to date.

Apple’s commitment to excellence earned unprecedented recognition at the Emmy Awards. The Studio made history as the most Emmy-winning freshman comedy ever, Severance led as the most-awarded drama, and the gripping espionage series Slow Horses landed a Best Directing honor. To date, Apple TV has amassed 672 award wins and 3,085 nominations, underscoring its dedication to quality storytelling.

[A still from Apple TV's “The Studio.”]

Apple TV’s The Studio made history as the most Emmy-winning freshman comedy ever.

[A still from Apple TV’s “Severance.”]

Severance led the 2025 Emmys as the most-awarded drama.

[A still from Apple TV’s “Slow Horses.”]

The gripping espionage series Slow Horses landed a Best Directing honor.

Building on its record-breaking year, Apple TV introduced a bold new identity and mnemonic recorded by multi-Grammy- and Academy Award-winning artist FINNEAS; expanded its live sports offerings with the news that all Major League Soccer matches will be available to stream for Apple TV subscribers at no additional cost; and unveiled a series of platform enhancements — including the launch of the Apple TV and Peacock bundle. Apple TV also introduced a native Apple TV app for Android, as well as new profiles that give every member of the household their own personalized experience within the Apple TV app.

In 2025, Apple elevated the fan experience across marquee sports leagues and moments, including “Friday Night Baseball” and Major League Soccer’s 30th season. Beginning this March, Apple will further expand its relationship with Formula 1® following the global success of F1 The Movie with a new five-year agreement that will bring every F1 race exclusively to Apple TV in the United States.

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