Apple is reportedly exploring strategies to improve the profitability of its App Store. According to Bloomberg journalist Mark Gurman, the initiative is being led by CEO John Ternus and Senior Vice President of Services Eddy Cue, who are seeking ways to generate additional recurring revenue from the platform.
Phil Schiller, the former head of the App Store, reportedly stepped down from his position due to disagreements over these potential changes. Sources suggest Schiller was concerned that such measures could negatively impact relationships with developers and draw further scrutiny from government regulators.
While specific plans remain undisclosed, industry observers suggest several potential avenues for Apple. These include increasing the annual developer membership fee, currently set at $99, or introducing subscription-based infrastructure charges for larger developers based on their traffic volume.
Another proposed option involves shifting away from manual app reviews toward a more automated process. Although this could reduce operational costs for the company, experts note that such a move might face resistance from the developer community, which may view increased automation as a decline in quality control.