Apple is looking to artificial intelligence as a possible source of future services growth. On its earnings call, the company pointed to opportunities involving third-party apps and partnerships, but left the details open. One possibility raised by investors is that Apple could distribute AI agents through the App Store and collect a share of their revenue.
AI is part of Apple’s growth conversation
Apple’s services business remains at record levels, though its growth faces pressure. The App Store, a central part of services, has been affected by regulatory changes and weaker mobile gaming performance. Those pressures have made new ways to grow services revenue more consequential.
Kevan Parekh, Apple’s chief financial officer, said AI could help drive revenue growth over time. He described two broad possibilities: AI features that give customers a reason to upgrade or switch devices, and opportunities tied to third-party apps, partnerships and Apple’s own products.
That statement signals interest, but it does not establish a specific product or business model. Parekh did not say what Apple might offer through third-party developers, how any arrangement would work, or whether the company plans to distribute AI agents.
The App Store’s economics are under pressure
Apple has historically exercised close control over payments in its app marketplace and received a share of App Store transactions. That model has faced legal and regulatory challenges in multiple markets, reducing some commission revenue even as the broader services business continues to grow.
Third-party estimates cited in August suggested U.S. commission revenue had fallen 18%, with declines also reported in Brazil and Japan after new regulations were introduced. A lawsuit by Epic Games ultimately required Apple to let apps direct users to outside payment systems. Other legal challenges around the world have also weighed on the business.
These changes matter to the AI discussion because they put existing App Store revenue mechanisms in flux. A new role in distributing AI services could offer Apple another way to participate in that market, but the earnings call did not confirm such a plan or explain how it might fit with the evolving rules.
App performance presents a mixed picture
Parekh also described the App Store’s recent performance. During the September quarter, he said, it was similar to the prior year. Apple saw a record number of paid subscriptions, with double-digit growth for third-party apps on the store.
Mobile gaming was a weaker area. Parekh said Apple had seen headwinds there and expected them to continue into the summer quarter. His comments point to different forces at work: subscriptions and some third-party apps were growing, while gaming remained a drag.
Apple expects services growth of 8 to 9% in the December quarter, according to Parekh. He said the outlook included the company’s best estimates of sequential headwinds, primarily from third-party licensing and an additional half percentage point of foreign exchange.
What remains unanswered
Investors are weighing whether Apple could earn revenue by distributing third-party AI agents in the App Store and taking a cut of the revenue they generate, Reuters reported. That is one interpretation of Parekh’s remarks, rather than a confirmed description of Apple’s plans.
Important details remain unknown: what kinds of AI apps or agents might be involved, how Apple could be compensated, and whether partnerships would bring new services to users or primarily support existing App Store activity. Apple had not elaborated on the opportunities in the earnings call. TechCrunch said it had contacted Apple for more information and would update its story if the company responded.
For now, Apple’s message is that AI may contribute to future growth across several parts of its business. Whether third-party AI distribution becomes a meaningful source of App Store revenue is still an open question.