Eddy Cue says 2025 was a “record-breaking year” for Apple services: December was a monthly TV engagement record, the App Store has 850M+ weekly users, and more
The Apple services executive released a note saying that Apple TV set new monthly engagement records, while Apple Music has hit subscriber records.
Context & Ripple Effects
Apple’s services business has logged a sequence of revenue records, including $26.65B in Services revenue in the 2025 second quarter after earlier records in 2024. Cue’s update adds operating-scale signals across the App Store, TV and Music rather than another quarterly revenue figure.
The App Store’s 850M+ weekly-user figure and new engagement and subscriber records show multiple services advancing at once, extending a business that Apple previously said had more than 1B paid subscriptions.
First-order effects
- Apple can point to broader current usage across its services portfolio: 850M+ weekly App Store users, a December Apple TV engagement record, and Apple Music subscriber records.
- The update gives Apple a stronger audience-scale narrative for the App Store, Apple TV and Apple Music, while stopping short of disclosing service-specific revenue or subscriber totals.
Second-order effects
- Developers and media partners gain evidence of the reach available through Apple’s distribution surfaces, especially the App Store’s weekly audience and Apple TV’s recent engagement high.
- Streaming and music rivals face another indication that Apple is building engagement across several services tied to the same device base, not solely pursuing one standalone subscription product.
Third-order effects
- If these records translate into sustained activity, Apple’s services strategy increasingly centers on lifting services revenue alongside a 2.2B-active-device installed base, making revenue per active device a more consequential operating measure.
- The broader structural shift is toward platform owners using large installed ecosystems to distribute commerce, subscriptions and media together; the disclosed records alone do not establish how much each service contributes financially.
The trend: Apple’s services expansion is increasingly measured by engagement and recurring audiences across a shared device ecosystem, alongside segment-level revenue growth.