Overview
- New CEO John Ternus and services chief Eddy Cue are reported to be exploring ways to lift App Store margins and grow recurring revenue.
- Phil Schiller stepped back from day-to-day App Store control after opposing further monetization, and Carson Oliver now runs daily App Store operations reporting to Cue.
- Apple has acknowledged regulatory pressure on Services and third-party data show commission revenue has fallen, with Appfigures reporting an 18% drop in U.S. commission receipts so far in 2026.
- Journalists have listed possible tactics being considered as options, including more automation of app review, higher developer membership fees, and charging large developers by traffic, but none of these are confirmed company policy.
- Any moves to raise income would likely draw strong developer complaints and fresh regulatory scrutiny, so observers say the next signs to watch are formal policy changes from Apple and reactions from developers and regulators.