Apple is exploring additional ways to monetize the App Store and boost recurring revenue from the platform, according to a new report. In his latest Power On newsletter, Bloomberg's Mark Gurman said that newly appointed Apple CEO John Ternus and services chief Eddy Cue are leading the effort to raise margins from the App Store, which already generates Apple an estimated $30 billion a year.

Gurman ties the initiative to Apple Fellow Phil Schiller's decision to step away from running the App Store and work on other unspecified projects. Schiller, now 66 and edging toward retirement, "seems to believe that such moves will only irk developers and governments," he said. Based on internal sources, Gurman added that "there was no internal blowup or anything like that, [but] it's something he wanted no part of."

Apple has not collected fees from App Store link-outs in the U.S. since April 2025, after being found in contempt of court for charging a 27 percent commission and ordered by a judge to stop the practice. The Supreme Court has agreed to hear Apple's challenge to the contempt ruling, but hasn't yet decided it. Responsibility for the App Store is now moving to Cue, who oversaw it until 2015, with Carson Oliver overseeing day-to-day operations.

Apple admitted during its July earnings call that regulatory changes have started to weigh on its Services growth. The company reported services revenue of $30.7 billion for the June quarter, a record for the period but short of the $31.4 billion that analysts expected.