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
App Store
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.
Apple TV
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.
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.
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.
Apple Music
Apple Music had its best year ever in 2025, breaking records across both listenership and new subscribers. The service marked its 10-year anniversary with its biggest product feature release since launch and the opening of a brand new state-of-the-art studio, while also expanding its reach beyond the Apple ecosystem to bring Apple Music to more fans around the world.
New features like Lyrics Translation and Pronunciation — along with AutoMix, Library Pins, and in-app Replay stats — elevate everyday listening. Apple Music Sing expanded its feature set as well: Users can now turn their iPhone into a microphone that amplifies their voice through the TV, and utilize Continuity Camera to appear onscreen alongside lyrics and visual effects. This past holiday season, the most “sung” song on Apple Music was Mariah Carey’s “All I Want for Christmas Is You.”
Apple Pay & Wallet
Apple Pay is now available in 89 markets and with more than 11,000 banks and network partners. Over the past year, Apple Pay has eliminated well over $1 billion in fraud globally and generated more than $100 billion in incremental merchant sales. With iOS 26, Apple Pay allows banks and lenders to enable users to pay with bank- or lender-provided installments and rewards in stores.
Apple introduced support for Japan’s My Number Card on iPhone — marking the first international ID in Wallet. In the U.S., Apple introduced Digital ID using U.S. passports for domestic travel at TSA checkpoints. Additionally, Apple Wallet now uses Apple Intelligence to automatically identify, summarize, and display order tracking details from emails.
iCloud & Apple Invites
In 2025, Apple released Apple Invites, helping users create custom invitations for any occasion. Unlimited event creation is included with an iCloud+ subscription. iCloud leads the industry in security with features like two-factor authentication and Advanced Data Protection, which uses end-to-end encryption to keep users’ data secure.
Apple Arcade
Apple Arcade launched more than 50 new games last year, including SpongeBob: Patty Pursuit 2, PGA TOUR Pro Golf, and popular PC titles like PowerWash Simulator and Cult of the Lamb. Over 500 updates were released for existing hits like Sneaky Sasquatch and Hello Kitty Island Adventure.
Apple Fitness+
Apple Fitness+ expanded to 28 new countries, including India, Chile, and the Netherlands. The service introduced digitally dubbed workouts in Spanish and German and now offers more than 8,000 workouts and meditations in 4K Ultra HD.
Apple News
Apple News+ Food launched, including 100,000 recipes from 60 publications. Apple News now includes over 150 local newspapers across 50 U.S. states and several international markets.
Apple One
Apple One continues to offer incredible value, providing access to iCloud+, Apple Music, Apple TV, and Apple Arcade in a single monthly plan available in more than 100 markets.
MacDailyNews Take: Apple services is a juggernaut!
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