According to Sensor Tower estimates, total consumer expenditure for Apple Store is steadily rising, despite the continued growth of the face-to-face consumer model (DTC). In May 2025, App Store consumer spending reached $9.72 billion, the second highest ever, after $9.79 billion in January 2025.
In recent years, with the spread of mobile Internet and the increasing use of smartphones, consumer demand for applications has increased dramatically. From play, entertainment to productivity tools, social media, App Store offers diversified digital products and services that meet the diverse needs of users.
It is worth noting that, despite the competitive pressures of the Apple against anti-monopoly litigation and third-party payment channels, the appeal of App Store has not diminished. Its rigorous auditing mechanisms and high-quality user experience ensure the trust and security of the Platform, which is of irreplaceable value to both consumers and developers.
At the recent Games Beat 2025 summit, Sensor Tower Chief Strategic Officer Anthony Bartolacci and Xsolla Chief Strategic Officer Chris Hewish discussed the impact of the DTC in a speech on key forces shaping the next age of play.
As a global computer game billing and sales solution company, Xsolla ‘ s decision in the case of Epic and Apple has a crucial impact on it. According to Chris Hewish: “It is clear that the proceedings between Epic and Apple are an obvious challenge. But I think this is only part of a more ambitious narrative of `direct to consumers DTC’, a trend that continues to develop.”
Although the Epic/App decision and other enabling factors have led to a major victory for the DTC model, the Sensor Tower Data Agency has shown that the traditional App Store and Google Play Appliance Shop ecology remains healthy. While the coverage of data is limited to the period following the award, there may be multiple reasons for the absence of a decline in the consumption of app stores.
The Sensor Tower data show that global consumer spending for App Store and Google Play totalled $150 billion in 2024, an increase of 13 per cent over the same period, of which App Store contributed about 60 per cent. According to market projections, by 2025, the total consumer expenditure of global app stores, including Apple Store and Google Play, will amount to $270 billion, covering fee downloads, application purchases and subscriptions.