In 2025, Apple marked a record-breaking year for its services, showcasing remarkable growth, global expansion, and continuous innovation. From entertainment platforms like Apple TV and Apple Music to essential tools like Apple Pay and iCloud, the tech giant delivered enriching experiences to users worldwide. The company remained committed to enhancing daily lives, with significant user engagement during the holiday season.
Apple services shattered records by rolling out game-changing features for customers. The App Store alone saw over 850 million average weekly users globally, with developers earning over $550 billion on the platform since its inception in 2008. Apple Pay played a pivotal role by eliminating over $1 billion in fraud and generating more than $100 billion in incremental merchant sales globally. During the peak holiday shopping period, purchases made through Apple Pay significantly outpaced overall consumer spending growth.
Global Expansion and Innovation
Apple expanded its services to more users globally than ever before. Apple Pay is now available in 89 markets, while Find My launched in South Korea, and Apple Fitness+ expanded to 28 additional countries and regions. These expansions underscore Apple’s commitment to making its services accessible worldwide.
New updates across services delivered increasingly personalized experiences. Apple Wallet leveraged Apple Intelligence for easier order tracking, and Apple Maps made Preferred Routes and Visited Places accessible using on-device intelligence. Apple Music introduced features like AutoMix, Lyrics Translation, and Pronunciation, breaking down language barriers and enhancing the user experience.
Milestones and Achievements
Apple celebrated milestone anniversaries across its services, including Apple Podcasts, Music, and News. These achievements were made possible by the artists, creators, journalists, and storytellers who bring these platforms to life. Apple TV eclipsed all prior viewership records in December 2025, while Apple Music reached all-time highs in both listenership and new subscribers.
In a bold move, Apple TV introduced a new identity and mnemonic recorded by multi-Grammy- and Academy Award-winning artist FINNEAS. The platform expanded its live sports offerings, including streaming all Major League Soccer matches for subscribers at no additional cost. Apple TV also launched a native app for Android, providing personalized experiences for every household member.
Enhancing User Experience
Apple Music had its best year ever, breaking records in listenership and new subscribers. The service celebrated its 10-year anniversary with its biggest product feature release since launch and the opening of a new state-of-the-art studio. Apple Music expanded its reach beyond the Apple ecosystem, partnering with companies like GM, TuneIn, and Chase to bring the service to more listeners worldwide.
Shazam, another Apple service, generated over 1 billion recognitions per month, continuing to be a popular destination for music discovery. Meanwhile, Apple Pay continues to bring value to users, merchants, and banks across the globe. It is now available in 89 markets and with more than 11,000 banks and network partners.
Looking Ahead
As Apple looks to the future, the company remains committed to innovation and intelligent enhancements across its services. Guided by a commitment to privacy and a phenomenal customer experience, Apple continues to invest in ensuring the App Store remains a safe and trusted place for users to find great apps.
In 2025, the App Store ecosystem facilitated $1.3 trillion in developer billings and sales, with more than 90 percent of that commerce going directly to developers. This consumer trust led to unprecedented engagement on the App Store, helping developers grow their businesses and reach new customers worldwide.
Apple’s record-breaking year sets the stage for continued growth and innovation. As the company expands its services and enhances user experiences, it remains a leader in the tech industry, committed to delivering value to users around the globe.
