Apple is exploring new revenue streams through third-party artificial intelligence apps, signaling during its latest earnings call that its services division could lean heavily into AI and partnerships to spark growth. While the company’s services unit remains strong, it is grappling with pressures: regulatory changes and a slump in mobile gaming have dragged on App Store performance. Apple executives are now eyeing ways to monetize third-party AI agents and app partnerships more aggressively.
What Apple Really Said
During the earnings call, CFO Kevan Parekh emphasized that artificial intelligence represents a dual opportunity—for driving sales of new and upgraded hardware, and for opening up additional revenue channels via both first-party and third-party software. The company suggested it could benefit from “third-party apps and partnerships,” though specifics remain unclear.
Analysts speculatethat Apple might begin distributing AI agents developed by external developers through the App Store, then take a cut of the fees or usage those agents generate. That would represent a shift from its traditional stance, where Apple mostly earns revenue through its own services and hardware, and controlled all payments within the App Store.
Challenges: Regulations & Slipping Commission Revenue
Apple has already seen its commission revenue — especially from the U.S., Brazil, and Japan — fall due to regulatory actions. In those markets, new laws forced Apple to loosen its grip on in-app purchases, and to allow external payment options in apps. Major lawsuits, including one brought by Epic Games, have further weakened Apple’s ability to monopolize transaction flow on its platform.
Despite these headwinds, Apple reported double-digit growth in paid subscriptions for third-party apps during the September quarter. But mobile gaming — a traditionally reliable segment — continues to weigh down overall App Store performance. Looking ahead, Apple projects its services growth for the December quarter will land between 8% and 9%, factoring in licensing costs, exchange rate fluctuations, and ‘sequential headwinds.’
All told, Apple’s recent signals reflect a turning point: with hardware upgrades and software alone unlikely to accelerate services revenue as they once did, the company appears to be framing third-party AI as a promising lever.
What This Means & What to Watch
If Apple succeeds at turning third-party AI apps into a meaningful revenue stream, it would mark a significant shift in its App Store model — from mostly owning the software ecosystem to more actively enabling external AI agents while still taking a cut. For developers, it could mean new avenues to build AI tools that deeply integrate into Apple’s platforms. Regulators will also be paying close attention: any move to take revenue from AI agents distributed in the App Store may trigger fresh scrutiny over marketplace fees, developer rights, and competition. Observers should look out for further announcements from Apple on whose AI agents will be allowed, any changes to commission tiers, and how this strategy will be implemented across global markets.
