Non-Gaming Apps Drive 12% Rise in App Store Revenue in June

Apple’s App Store saw a notable rise in revenue this June, with global earnings increasing by 12% year-on-year, driven by a growing shift in user spending towards non-gaming applications. This growth highlights evolving consumer preferences and presents fresh opportunities for both developers and Apple itself.

Global App Store revenue reached £8.4 billion in Apple’s fiscal third quarter — an 11.5% increase compared with the previous year — according to Bank of America, citing Sensor Tower data. Downloads rose by 4% to 8.6 billion, while revenue per download climbed nearly 7% to £0.98, suggesting users are spending more on each app.

Non-Gaming Categories Gain Momentum

Although mobile gaming remains the largest source of revenue, its share of total App Store income fell to 45%, down from over 50% in previous years. This decline signals a shift towards other app categories, with non-gaming segments such as Photo & Video, Lifestyle, Books, Education, and Utilities each gaining around one percentage point in revenue share. Notably, Productivity apps recorded the most significant growth, increasing their share by two percentage points.

Productivity apps — including task management, note-taking, and collaboration tools — have emerged as the fastest-growing non-gaming category in the App Store, with their revenue share climbing by two percentage points. This growth reflects rising demand for tools that improve efficiency in an increasingly remote and hybrid working environment. According to recent studies, the global productivity app market is projected to reach £247.9 billion by 2033, growing at a compound annual growth rate (CAGR) of 9.2%. The Asia-Pacific region, in particular, is expected to drive this expansion, fuelled by rapid digitalisation and the adoption of mobile-first working cultures.

👉 Elevate your productivity app with our expert ASO strategies to maximise user engagement and downloads.



The rise of remote and hybrid working models has significantly boosted demand for productivity tools, particularly across the Asia-Pacific region, where digital transformation is accelerating. Furthermore, advancements in AI and machine learning are enhancing user experiences, with features such as automated scheduling and personalised task management now becoming standard.

For instance, scheduling apps like Calendly, which automate time management, have seen widespread adoption — further underlining the category’s strong growth potential.

>>>  The Rise of AI-Powered Productivity Apps: Dominating the Charts in Downloads and Revenue

Opportunities for Apple and Developers

Analysts view this shift as a positive long-term trend. Bank of America notes that growing interest in subscriptions and premium features within non-gaming apps could encourage developers to explore alternative monetisation strategies beyond gaming. This diversification is regarded as a long-term advantage for Apple’s app ecosystem.

ASOWorld First Order Discount

Get 50% off on your first order to start your app growth!

Promote Now Sign up with Google >

Regulatory and Investor Outlook

Despite the Epic Games lawsuit challenging Apple’s in-app payment policies, no significant revenue impact has been observed. Investor confidence remains strong, with Bank of America maintaining a “Buy” rating and a £235 price target, citing Apple’s continued innovation potential. JPMorgan, with a £230 target, has also expressed optimism.

Editor’s Comments

This revenue shift reflects a maturing app market where utility and productivity take precedence over entertainment. Apple’s ability to sustain growth amid ongoing regulatory scrutiny is impressive, though future legal outcomes could still influence its business model. The trend may well drive further innovation, potentially strengthening Apple’s ecosystem and market outlook.