# Apple explores App Store changes to boost revenue and margins Potential shifts include automated reviews and developer fee adjustments amid executive changes. - **Source:** [9to5Mac](https://brifing.si/source/59447403-ce5b-427c-8132-8614f549929a) - **Published:** 2026-09-06 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/d15aa0e2-ae47-44d0-a630-eebb5cc3d9ec ## Revenue optimization initiative Apple is reportedly evaluating significant changes to its App Store operations to increase revenue streams and improve profit margins. This strategic shift is being led by new CEO John Ternus and services SVP Eddy Cue. The move comes as Apple seeks to maximize returns from its digital storefront, which serves as a critical revenue source alongside hardware sales. The company's services segment has become increasingly important to its financial performance in recent years. ## Executive departure context The push for App Store changes reportedly contributed to longtime executive Phil Schiller's recent departure from Apple. As an Apple Fellow overseeing the App Store, Schiller opposed aggressive monetization tactics that might alienate developers and regulators. His exit signals a potential shift in Apple's approach to platform management. Schiller had previously stepped down as marketing SVP in 2020 but remained influential in App Store policies. ## Automated review proposal One potential change involves automating parts of Apple's manual app review process, which currently employs hundreds of human reviewers. While automation could significantly reduce operational costs estimated at tens of millions annually, it may compromise app quality control. Developers have historically criticized Apple's review process for inconsistency, but complete automation could introduce new challenges. The move reflects broader industry trends toward AI-assisted content moderation. ## Developer program pricing Apple is considering adjustments to its $99/year developer program membership fee, potentially implementing tiered pricing. With many developers now spending $200+/month on AI coding tools, Apple believes there's room for fee increases. The company may introduce traffic-based pricing for large developers to offset infrastructure costs. Such changes could generate hundreds of millions in additional annual revenue given Apple's 34+ million registered developers. ## Regulatory considerations Any App Store changes must navigate complex regulatory environments worldwide, including the EU's Digital Markets Act and ongoing antitrust scrutiny. Apple faces pressure from both governments and developers regarding its 15-30% commission structure. The company recently made concessions like allowing alternative payment systems in some regions. Further monetization efforts risk attracting additional regulatory attention and developer backlash. ## Developer ecosystem impact Potential fee increases and policy changes could disproportionately affect small developers already struggling with Apple's platform economics. The iOS developer community has shown increasing dissatisfaction with App Store policies in recent years. Changes that prioritize Apple's margins over developer experience may accelerate migration to alternative platforms. However, Apple's dominant market position gives it significant leverage in implementing unpopular changes. ## Historical context This isn't Apple's first attempt to optimize App Store revenue. The company has gradually increased fees and tightened policies since the store's 2008 launch. Notable changes include the introduction of subscription billing in 2016 and small business program in 2020. Each adjustment has sparked developer protests but ultimately maintained Apple's revenue growth. The current considerations reflect Apple's need to sustain services growth amid slowing hardware sales. ## Strategic implications Apple's App Store monetization efforts highlight the platform's critical role in the company's ecosystem strategy. With services contributing 22% of Q1 2024 revenue ($23.1 billion), optimizing this segment is crucial. However, aggressive changes risk damaging developer relations and inviting regulatory action. The coming months will reveal whether Apple can balance profit motives with maintaining its platform's health and reputation. ## Sources covering this story - https://9to5mac.com/2026/09/06/apple-might-soon-make-app-store-changes-to-raise-revenue-increase-margins-report/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._